Bella Hadid expands portfolio with launch of new brand Orebella

• Speculation that model will sell fragrances, incense, body lotions, oils, shampoo, conditioner and candles

DUBAI: Bella Hadid is launching a new brand, Orebella, that is likely a venture into the perfume and beauty market.

The US-Dutch-Palestinian supermodel shared a teaser on Instagram on Thursday.

“Ôrəbella founded by Bella Khair Hadid,” she captioned the post teasing the brand’s launch in May. “Reveal your alchemy on 5/2.”

The 10-second video showcases a close-up of Hadid’s face intertwined with clips of the universe, culminating with the brand’s logo.

Gigi Hadid showed support for her younger sibling, writing: “YAAAAAYYYYY.” This was accompanied by a genie emoji.

While specifics about the brand and its offerings remain under wraps, WWD Magazine reported that Hadid’s trademark filing, dating back to 2022, hints at Orebella’s focus on scent-related products. These may include fragrances, incense, body lotions, oils, shampoo, conditioner and candles.

In 2021, Hadid co-founded Brooklyn-based Kin Euphorics with Saudi Arabia-raised Jen Batchelor.

The brand boasts non-alcoholic tonics “made to transform the world’s oldest social ritual, drinking, into a conscious act of better being,” according to its website.

The name Kin Euphorics is a nod to the Greek word “euphoros” — meaning a state of well-being.

The brand claims that many of its key ingredients, such phenylethylamine and rhodiola rosea root extract, improve cognitive function and increase energy levels. Kin drinks will also soon be infused with lavender grown on the Hadid family farm in Pennsylvania.

Hadid has walked for some of the top fashion brands in the world, including Burberry, Off-White, Fendi, Versace, Givenchy, Max Mara and Moschino.

She has had multiple covers in France, Italy, UK, Japan, China and other countries.