What Orebella does

Orebella is a privately held, direct-to-consumer fragrance brand founded in 2024 by Bella Hadid and headquartered in Los Angeles. The company manufactures and sells perfumes and personal care products positioned as "skincare-inspired fragrances," built on a proprietary bi-phase formula that combines fine fragrance with aromatherapy essential oils and hydrating skincare ingredients. Signature technology elements include the ÔRELIXIR Base (snow mushroom plus a five-oil blend of Camellia, Sweet Almond, Olive, Jojoba, and Shea oils), alcohol-free botanical-water mists, and a clean formulation philosophy that bans 1,300+ ingredients including parabens, sulfates, and phthalates. Core formulations were developed in partnership with global fragrance houses Firmenich and Robertet. Products are dermatologist-tested across 210 subjects and include 6 Skin Parfums (Salted Muse, Eternal Roots, Blooming Fire, Window2Soul, Nightcap, Jasmine Blues) priced from $35 to $100 and 5 Body & Hair Perfume Mists (Neroli's Halo, Candied Sand, Gardenia's Whisper, Nectar Dew, Golden Brulee) at $39 each, with bundled and limited-edition offerings up to $500.

The brand is sold primarily through its own e-commerce storefront at orebella.com, augmented by celebrity-driven launch events and earned media across Harper's Bazaar, Elle, Cosmopolitan, Marie Claire, and Who What Wear. Customer segments span clean-beauty consumers, wellness-oriented fragrance buyers seeking aromatherapy and skincare-functional scents, and FDA-compliance-conscious buyers anticipating MoCRA allergen disclosure rules. Revenue mechanics are one-time unit sales with promotional bundling (25% off bundles) and accessories priced $18-$39.50, supported by free shipping above $75. Headcount is reported at 1-10 employees.

In May 2026 Orebella closed a Series A led by Silas Capital with participation from existing investor Celebrands, and appointed Anish Agarwal (formerly of Colgate-Palmolive, L'Oréal, and T3 Micro) as Chief Executive Officer. Capital and executive leadership are explicitly directed at accelerated growth and international retail expansion. The firm also runs the Orebella Alchemy Foundation, donating 1% of domestic net sales to charities including LymeLight Foundation, the Lower Eastside Girls Club, and PATH Intl.

Name

Orebella

Website

https://orebella.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Orebella is a Los Angeles-based, direct-to-consumer clean fragrance brand founded in 2024 by Bella Hadid, selling alcohol-free bi-phase perfumes that combine fine fragrance with skincare ingredients and essential oils.

Ownership category

akta.pro rank

Product category

Premium Fragrance

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Body Sprays & Mists (CRABADAC), Natural & Clean Fragrance (CRABADAG)

Keywords

• Fragrance manufacturing
• Clean beauty products
• Alcohol-free perfumes
• Skin care fragrances
• Body hair mists

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of fragrances and accessories through the brand's e-commerce platform (orebella.com). Products include Skin Parfums (alcohol-free), Body & Hair Perfume Mists, Bundles, Gift Sets, and Accessories. Revenue is generated through one-time purchases of individual products and bundled offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Orebella manufactures and sells alcohol-free, bi-phase Skin Parfums and Body & Hair Perfume Mists that blend fine fragrance with aromatherapy essential oils and hydrating skincare ingredients, including a proprietary ÔRELIXIR Base of snow mushroom and a five-oil blend. The brand sells directly to consumers through its e-commerce storefront and complements its core fragrances with bundles, gift sets, and accessories. Products are dermatologist tested, vegan, cruelty-free, and formulated without alcohol, parabens, sulfates, or phthalates.

Differentiator

Problem solved

Functional benefit

Products and services

• Skin Parfums Alcohol-free, bi-phase Skin Parfums that blend fine fragrance with aromatherapy essential oils and the Nourishing ÔRELIXIR Base of snow mushroom and a five-oil blend; available in 10mL ($35), 50mL ($72), and 100mL ($100) sizes for individual fragrance wearers seeking clean, dermatologist-tested formulations.
• Body & Hair Perfume Mists Alcohol-free Body & Hair Perfume Mists built on a botanical waters base (Orange Blossom, Rose, Coconut, Aloe, and Neroli waters) providing a lighter, hydrating fragrance alternative for body and hair; five mists currently offered (Neroli's Halo, Candied Sand, Gardenia's Whisper, Nectar Dew, Golden Brulee), each priced at $39.

Quantifiable outcome

• Formulated without alcohol, parabens, sulfates, phthalates, and gluten or wheat-derived ingredients. Banned over 1,300 ingredients.
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered primary, core and supporting.

• Anish Agarwal (CEO)primaryOthers · 1 May 2026Anish Agarwal appointed as Chief Executive Officer, bringing 20 years of experience from Colgate-Palmolive, L'Oréal, and most recently T3 Micro to guide the brand's next phase of development.
• FirmenichcoreTechnology or IntegrationOrebella collaborated with Firmenich, one of the world's leading fragrance houses, to develop the parfum collection. Firmenich perfumer Clement Gavarry created WINDOW2SOUL, NIGHTCAP, BLOOMING FIRE, and JASMINE BLUES parfums.
• RobertetcoreTechnology or IntegrationOrebella collaborated with Robertet Fragrances, another top global fragrance house, to develop the parfum collection. Robertet perfumer Jérôme Epinette created SALTED MUSE and ETERNAL ROOTS parfums.
• LymeLight FoundationsupportingOthersOrebella Alchemy Foundation supports LymeLight Foundation which provides grants to children and young adults with Lyme disease for treatment and medication. Since 2011, LymeLight has provided over $11 million in medical grants to more than 1,500 youth from all 50 states.
• Lower Eastside Girls Club of New YorksupportingOthersOrebella Alchemy Foundation supports the Lower Eastside Girls Club which connects young women and gender-expansive youth throughout New York City to healthy and successful futures through free, year-round programming and mentoring.
• PATH Intl. (Professional Association of Therapeutic Horsemanship International)supportingOthersOrebella Alchemy Foundation supports PATH Intl. which changes lives through the power of horses, providing equine-assisted therapies and activities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DedCool: Clean, vegan fragrance brand with mood/function positioning. Comparable on clean-beauty ethos and DTC-first distribution targeting Gen Z/millennial fragrance buyers.
• Ellis Brooklyn: Clean, vegan, eco-conscious fragrance brand sold DTC and through Sephora. Comparable on clean ingredient ethos, premium pricing, and direct-to-consumer + selective retail strategy.
• Henry Rose: Clean, fully-disclosed fragrance brand founded by Michelle Pfeiffer. Comparable on celebrity-founder platform + ingredient transparency + premium DTC pricing.
• Phlur: Direct-to-consumer clean fragrance brand with ingredient transparency, alcohol-free formulations, and indie positioning. Most direct comparable on clean fragrance positioning and DTC motion.

Emerging players

• Florence by Mills: Millie Bobby Brown-founded clean beauty brand. Comparable on celebrity founder-led, Gen Z-targeting, clean-beauty positioning.
• Rhode: Hailey Bieber's beauty brand that built viral demand primarily through her personal platform. Comparable celebrity-driven beauty brand playbook and ingredient-led positioning.
• Rare Beauty: Selena Gomez-founded beauty brand with strong DTC and selective retail distribution. Comparable as a celebrity-founded beauty brand scaled into a multi-category house.
• Summer Fridays: Celebrity-influencer founded beauty brand (Marianna Hewitt + Lauren Gores Ireland) expanding from skincare into adjacent categories. Comparable on founder-led DTC premium beauty brand motion.

Broad incumbents

• Drunk Elephant: Clean, ingredient-led beauty brand that scaled from indie to acquisition by Shiseido for ~$845M. Comparable on clean-beauty ethos and ingredient transparency premium positioning.
• Jo Malone London: Estée Lauder-owned premium fine fragrance house with global retail. Comparable on premium fine fragrance positioning and bi-phase/skin-adjacent fragrance adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/orebella1
• Facebookfacebook.com/OrebellaOfficial
• LinkedInlinkedin.com/company/orebella

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orebella