When Bella Hadid launched Orebella in 2024, it was never meant to be just another celebrity-backed beauty brand. She was trying to solve a personal problem. Traditional perfumes, with their harsh alcohol bases and synthetic notes, didn’t sit right with her physically or emotionally. So, she went back to the source: essential oils, lavender from her own farm, and centuries-old rituals rooted in healing. What began as a personal experiment has now been recognized on one of the industry’s biggest stages.
In a major moment for conscious beauty, Ulta Beauty has named Orebella its Conscious Brand of the Year.
“Clean” is a word the beauty industry loves to throw around, but Orebella demonstrates what that looks like in practice. While Ulta’s “Made Without” list excludes around 20 suspect ingredients, Orebella bans over 1,300, aligning itself with the much tougher standards. That alone puts the brand in rare air, but Hadid wasn’t done there.
Every product is vegan, cruelty-free, and certified by both PETA and Leaping Bunny. The packaging is designed to be recycled, refillable, or made from bio-sourced materials. It’s a 360-degree approach to sustainability that most brands aspire to, but few actually execute.
Hadid didn’t stop at product integrity. Through Orebella’s Alchemy Foundation, the brand pledges at least 1% of all domestic net sales to causes close to its ethos. This isn’t a trendy philanthropic gesture; it’s built into the business model. In an age of performative “purpose,” Orebella shows what it means to build with intention.
Her own sensitivity to alcohol-based perfumes turned fragrance from a pleasure into a stressor. That tension became the foundation for Orebella’s alcohol-free approach. These aren’t your average clean perfumes. They’re formulations rooted in nature, designed for daily rituals that do more than smell good—they support well-being.
For an industry obsessed with surface-level change, Orebella is a much-needed correction. The Ulta Beauty recognition just confirms what fans of the brand already know: Orebella isn’t following a movement. It is the movement.
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