‘Ôrəbella Closes Series A Funding Led by Silas Capital

The round also saw participation from existing investor Celebrands,

The company plans to use the funds to grow its operations and continue developing its products and technology.

Ôrəbella was built in the U.S. and launched across Ulta Beauty stores, which remains its largest and most important retail partner. From there, the brand has expanded quickly into new markets and channels.

It launched in Ulta Beauty Middle East, where it now holds the #1 fragrance position, and recently entered 500 Douglas stores across 20 countries. It is also expanding further in the second half of the year, with a presence at Selfridges strengthening its footprint in the UK. Consumer demand has been strong, with its sixth skin parfum, JASMINE BLUES, selling at twice the expected rate in the U.S. The fragrance will soon be available globally.

Building on this momentum, Ôrəbella is now expanding beyond fragrance for the first time with a new Body & Hair Perfume Mist, created using it's proprietary ‘Orelixir™’ bi-phase system and designed for layering and personalization.

Anish Agarwal has joined Ôrəbella, bringing 20 years of experience in the beauty and consumer products industries. He previously held leadership roles at Colgate-Palmolive and L'Oréal. He most recently served as CEO of T3 Micro, where he helped accelerate growth, refresh the brand and expand its retail presence through Ulta Beauty and Sephora.

At Ôrəbella, Agarwal will work alongside General Manager Alison Romash to lead the companys next stage of growth. His appointment supports the brand’s focus on expanding globally while combining strong brand building, innovation, and operational leadership.

"Nothing about the way I create ever really changes; that part always stays deeply personal to me," said Bella Hadid. "Ôrəbella has always been a true labor of love, something I've nurtured slowly, intentionally, and with so much heart. And now, with the right team and partners around me, I feel like I can continue to grow her into everything she was always meant to be."

"I was looking for a CEO who truly understands both sides, the discipline it takes to build a global business, and the magic behind creating a world-class experience for our community. Anish embodies both so naturally, and to me, that means everything," said Bella Hadid, Founder of 'Ôrəbella.

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"I'm honored to join Orebella at such an exciting moment. What Bella has created is truly distinctive, a brand that goes beyond fragrance to capture emotion, individuality, and a genuine connection with its community. From the moment I experienced it, I saw both the strength of that foundation and the significant opportunity ahead. I look forward to partnering with Bella, and the team to build on this momentum, building a distinctive brand, scaling strategically, strengthening execution, and bringing Orebella to more people around the world while staying true to what makes it so special." Anish Agarwal, CEO of 'Ôrəbella.

"'Ôrəbella has built a clear and differentiated position in fragrance, supported by strong early performance and a highly engaged consumer base," said Brian Thorne, Partner at Silas Capital. "Bella's creative direction, combined with Anish's experienced marketing and operational leadership, positions the brand strongly for global expansion."

About Orebella

Founded by Bella Hadid, Ôrəbella is a fragrance brand that combines scent with skincare. Its alcohol-free, vegan, and cruelty free fragrances use a proprietary bi-phase formula called ‘Ôrəlixir™’, made with nourishing botanicals, snow mushroom, and premium essential oils. The brands shake and spray products are designed to hydrate the skin while delivering fragrance, creating a personalized experience that blends scent, skincare and self-expression.

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