DUBAI: Ulta Beauty — one of the largest beauty retailers in the US — has awarded Bella Hadid’s fragrance brand, Orebella, its prestigious “conscious brand of the year” title, recognizing the label’s commitment to clean ingredients, ethical practices and sustainable packaging.
Hadid took to Instagram to announce the news with her followers. “Thank you to our Ulta Beauty family for recognizing our commitment to creating a healthy daily ritual for all,” she wrote.
Hadid went on to share the criteria that helped Orebella to earn the title, noting that the brand meets Ulta’s guidelines across several categories. These include clean ingredients — excluding parabens, phthalates and more than 20 other substances on Ulta’s “Made Without” list.
Orebella goes further, she said, banning more than 1,300 ingredients in line with EU standards.
She also emphasized that the brand is certified cruelty-free by PETA and Leaping Bunny, and is entirely vegan, formulated without any animal products or byproducts. In addition, all Orebella packaging is recyclable, refillable or made from recycled or bio-sourced materials, including its line of perfumes.
Hadid also highlighted Orebella’s philanthropic efforts, explaining that the brand’s Alchemy Foundation donates at least 1 percent of domestic net sales to causes “close to our hearts.”
The alcohol-free scents of Orebella, which launched in 2024, were Hadid’s answer to traditional perfumes.
Hadid wrote on her website: “For me, fragrance has always been at the center of my life — helping me feel in charge of who I am and my surroundings,” she said. “From my home to nostalgic memories, to my own energy and connection with others, scent has been an outlet for me. It made me feel safe in my own world.
“Through my healing journey, I found that I was extremely sensitive to the alcohol in traditional perfumes — both physically and mentally — it became something that was more overwhelming than calming to me,” she added. “That is the main reason I wanted to find an alternative, so essential oils became an artistic and experimental process for me.”
She started growing lavender on her farm, walking through the garden every morning and learning about her family’s tradition of making homemade scents. “I realized I might have a calling in this. I found healing, joy and love within nature’s scents,” she said.
