Bella Hadid’s Ôrebella closes Series A, names new CEO
Ôrebella just raised Series A and installed a seasoned CEO, a signal that Bella Hadid’s fragrance line is moving from celebrity launch to premium gift business.
Bella Hadid’s Ôrebella is no longer just a pretty celebrity fragrance story. With a Series A led by Silas Capital, new CEO Anish Agarwal, and distribution that now stretches from Ulta Beauty to Douglas and Selfridges, the brand is being built like a serious premium gifting label, one with the packaging, pricing, and shelf presence to compete far beyond launch hype.
The financing round, announced on May 28, 2026, included existing backer Celebrands, which helped incubate the brand with Hadid. Financial terms were not disclosed, but the investor mix says plenty about where Ôrebella sits now: Silas Capital backs founder-led consumer brands and counts beauty names such as ILIA Beauty, Makeup By Mario, and VIOLETTE_FR in its portfolio. That is the company set this round in motion, not a spray-and-pray celebrity bet.
Agarwal took over as CEO effective April 13, 2026, bringing senior experience from L’Oréal and Colgate-Palmolive and a most recent stint as CEO of T3 Micro. Hadid remains involved in the creative direction, which matters for a brand whose identity still depends on her eye and point of view. But the hiring also marks a pivot toward operational scale, the kind luxury beauty brands need when they move from one-off buzz to repeat gifting behavior.
Ôrebella launched in 2024 with a clean, skin-first fragrance proposition: alcohol-free, bi-phase formulas built around the brand’s proprietary Ôrlixir system, including snow mushroom and a five-oil blend, developed with Firmenich and Robertet. The debut scents, Window2Soul, Salted Muse, and Blooming Fire, arrived online on May 2, 2024, and at Ulta Beauty in the United States on May 10, 2024. Prices started at $35 for 10ml, while a gold perfume stand for the 100ml bottles was also priced at $35, a small but smart signal that the brand understood display as part of the gift.
That strategy has paid off in distribution. Ôrebella expanded through Ulta Beauty stores in the U.S., Ulta Beauty Middle East, more than 500 Douglas doors across 20 countries, and a strategic UK presence at Selfridges. The company says it holds the No. 1 fragrance position at Ulta Beauty Middle East, and its sixth skin parfum, Jasmine Blues, is already selling at twice forecast in the U.S.
The next chapter is broader still. Ôrebella is preparing to move beyond fragrance with a Body & Hair Perfume Mist built on its Orelixir system, a move that could turn the brand into a full gifting wardrobe rather than a single-category name. For investors, that is the real signal: clean, design-forward fragrance is proving it can behave like luxury beauty, not novelty scent.
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