Bella Hadid Is Finally Sharing Details About Her New Beauty Brand, Orebella

Even with a few hours carved out for research, compiling a list of every product, brand, and designer Bella Hadid’s repped is a tall order. One of the most in-demanded models of all time, she’s a seasoned veteran of promoting everything from designer lipstick to 3D dresses. And though she’s waded into the world of celebrity mogul-dom before — her Kin Euphorics partnership made headlines in 2021 — her latest announcement might be the biggest move of her career. Hadid’s own beauty brand, Orebella (stylized Ôrəbella), is launching on May 2 at Ulta, and it looks like it’s going to be one of the most anticipated releases of the decade.

Hadid’s been keeping things low-key since taking a break from the scene to rest, rejuvenate, and get back to her horse girl roots by competing in rodeos in Texas. But it turns out she had a lot more up her denim, pearl-snapped sleeves than just arena dust. Late on Feb. 8, Hadid posted a trio of Instagram photos in which she poses in front of the Ulta Beauty logo, taken at the store’s headquarter offices in Chicago. It didn’t take long for the Eyewitness Beauty Podcast to do some digging and find a slew of just-approved trademarks under Hadid’s name, which included filings for every makeup product imaginable. Then, on Feb. 22, she made the news official by posting a teaser trailer for the line, complete with the name announcement and tagline “reveal your alchemy.”

Currently, the Hadid-owned trademarks include usage rights for face makeup like foundations, concealers, blushes, bronzers, eyeshadow and more, along with lip products, brow essentials, and eye pencils, as well as nail-centric goods, perfumes, body care, and even makeup removers. That doesn’t necessarily mean Hadid will drop it all at once on May 2, or even everything mentioned — she’s simply legally allowed to do so with her name attached.

Though no one was expecting the news to break when it did, Hadid’s fans have been waiting for this revelation for a while. Just before the 2023 holiday season, the star teased a cryptic photoshoot in which the products she’s posing with were all obscured by scribbles. Usually, even when she’s shooting something for an A-list designer, she’ll mention that fact with a tag or even an explicit callout. This production, though, was only captioned with “coming soon.”

The timing of her Ulta post makes sense, too. According to United States Patent & Trademark Office, her legal team got approval for an extension to file their Statement Of Use on Jan. 9, which means the official announcement is coming soon as the period covered is typically six months. Additionally, the trademarks are all marked as not current in-use, but as an “ITU” — that’s intent to use.

Stay on the lookout for the exact product’s Hadid’s rolling out first. Based on the brand trailer and tagline alone, industry disruption seems imminent.