Model and activist Bella Khair Hadid has just revealed the launch of ‘Ôrəbella (pronounced ’aura-bella’), a skin-moisturizing fragrance line. Developed in partnership with Celebrands, the new collection debuting on line and in Ulta Beauty stores across the U.S this May.
Marketed as a new beauty category set to blur the lines between skincare products and fragrances, the ’Ôrəbella line of alcohol-free hydrating parfum features essential oils and clean ingredients made to infuse with and last on the skin.
Bi-phase technology
The most distinctive feature of the new collection is its bi-phase technology. The first layer boasts nourishing ingredients such as hydrating snow mushroom and a moisturizing five-oil blend (camellia, almond, olive, jojoba, and shea), which not only nurture the skin but also make the perfume’s fragrances last longer, according to the brand. The second layer is a more conventional blend of aromatherapy essential oils and fine fragrance notes that is claimed to boost mood and aura. Users need to shake the bi-phase formula before spraying it directly onto skin.
“’Ôrəbella marks a new era of perfume, pioneering the skinification of fragrance,” said the brand in a statement.
Three genderless fragrances
Launching with three distinct genderless fragrances ’Ôrəbella’s initial parfum offering includes: Window2Soul (a floral scent featuring a faceted rose and jasmine bouquet), Salted Muse (a woody marine), and Blooming Fire (a tropical-inspired scent featuring Tahitian monoi flower, patchouli and bergamot). The three scents were created with fragrance houses Firmenich and Robertet.
The collection consists of 10 ml parfums for USD 35, 50 ml parfums for USD 72 and 100 ml parfums for $100 across the three debut scents. All ’Ôrəbella products are alcohol-free, dermatologist-tested, suitable for sensitive skin, and formulated without parabens, phthalates, sulfates, gluten, or wheat-derived ingredients. The brand holds both Leaping Bunny cruelty-free and PETA vegan and cruelty-free certifications. Additionally, ’Ôrəbella meets all five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free and give back.
The ’Ôrəbella collection was launched on May 2nd on Orebella.com, and will be available on Ulta.com starting May 10th and in all 1350+ Ulta Beauty stores across the U.S. beginning May 12th.
The ’Ôrəbella fragrance brand forms part of Celebrands portfolio of brands, alongside Hadid’s line of non-alcoholic drinks, Kin Euphorics.
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