BeautyRival – After a year of global expansion, Bella Hadid is bringing her clean fragrance brand, ‘Ôrebella, to the Middle East a move that feels deeply personal. The 29-year-old model and entrepreneur, who is of Dutch and Palestinian descent, calls the region her “spiritual home.” On Friday, she attended the grand opening of Ulta Beauty’s first Middle East store in Kuwait at The Avenues mall. “The Middle East is my home, even if not geographically but spiritually,” she said during the ribbon-cutting ceremony. For Hadid, this launch is more than business. It is a reunion with her roots and the people she calls family. “It’s always been the dream to sell to the people that are family to me,” she added warmly, her words filled with emotion.
A Powerful Partnership With Ulta Beauty
Ulta Beauty’s Kuwait launch is not just another retail event it marks a new global chapter. The store, spanning 15,000 square feet, is Ulta’s largest worldwide. Through its licensing partnership with Alshaya Group, Ulta plans to open new branches in Dubai’s Mall of the Emirates, The Dubai Mall, and Saudi Arabia’s Red Sea Mall by 2026. With each launch, ‘Ôrebella will take a front seat as one of Ulta’s flagship fragrance brands. Moreover, this follows the brand’s success in the U.K. and Mexico, where it quickly became a top-five fragrance line. For Hadid, the collaboration goes beyond sales. It unites cultures and connects people through something universal the power of scent.
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Why the Middle East Is the Perfect Home for ‘Ôrebella
The Middle East has always had a deep connection with fragrance. “It’s exciting to be in a region that over-indexes on perfume usage and has such a passionate consumer base,” said Alison Romash, general manager of ‘Ôrebella. She described the area as a hub of innovation, where modern retail and rich tradition coexist. According to Claight Corp., the Middle East fragrance market was valued at $3.8 billion in 2024 and is expected to grow to $7.8 billion by 2033. The region’s enduring love for oud, amber, and oil-based perfumes aligns perfectly with Hadid’s clean, oil-infused formulas. Therefore, this expansion is not just strategic it is spiritual.
Ôrebella: A Family Story Wrapped in Fragrance
Hadid’s inspiration for ‘Ôrebella began at home, shaped by family and memory. “When I think of the Middle East, I think about fragrance,” she said, recalling her childhood. Her teta Arabic for grandmother and relatives often made their own scents. “They wore fragrances for 45 years, and they became part of who they were,” she shared. With ‘Ôrebella, Hadid hopes to recreate that sense of identity and warmth. Launched in May 2024, the brand merges her love for clean beauty with her heritage. Each perfume is alcohol-free, infused with essential oils, and enriched with the ‘Ôrelixir’ blend of snow mushroom and jojoba oil.
A New Approach to Clean Beauty
Since its debut, ‘Ôrebella has redefined what modern fragrance can be. Its clean ingredients and skincare benefits attract a new generation of mindful consumers. “We’re excited to show people who truly understand fragrance what we’re creating,” Hadid explained. The brand’s five signature scents, each priced at $72 for 50ml, combine emotional depth with modern innovation. Additionally, each scent hydrates the skin while offering a soft, long-lasting aroma. In a market filled with strong, alcohol-heavy perfumes, ‘Ôrebella feels refreshingly different gentle, inclusive, and sophisticated. For Hadid, beauty is not about perfection but about emotion and connection.
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A Homecoming Filled With Emotion
For Hadid, the Middle East debut of ‘Ôrebella feels like coming home. It symbolizes a reunion with her roots and her family’s legacy. “It’s about sharing a part of myself with a region that has always been part of me,” she said softly. Under the golden lights of The Avenues Mall in Kuwait, she greeted fans, signed bottles, and smiled with heartfelt gratitude. The air was filled with soft, oil-rich notes a perfect reflection of her brand’s identity. In truth, the launch was more than a business event. It was a celebration of culture, emotion, and artistry. Each fragrance represented a connection a bridge between Hadid’s past and her global audience today.
A Legacy That Extends Beyond Fashion
While Bella Hadid remains one of the world’s top fashion icons, ‘Ôrebella marks her transformation from model to visionary creator. As she expands into Dubai, Saudi Arabia, and beyond, her mission is simple: to create beauty that connects people everywhere. “Fragrance is about emotion and memory,” she once said. Her journey mirrors that belief one built on discipline, creativity, and authenticity. With ‘Ôrebella, Hadid is shaping a new legacy that transcends fashion and fame. Every bottle captures a story of resilience and passion. For the Middle East, this launch is not just another milestone it’s a homecoming decades in the making.
