Bella Hadid’s Orebella Secures Series A Investment

Bella Hadid’s fragrance brand Orebella has closed a Series A round led by Silas Capital, the venture capital firm with a beauty portfolio that includes Ilia Beauty, Makeup By Mario, and Violette_FR. Existing investor and brand incubator Celebrands also participated in the round, which is aimed at backing the company’s accelerating global expansion.

Alongside the announcement is news that the brand has named industry veteran Anish Agarwal as chief executive officer. Agarwal, formerly chief executive of hair tools brand T3 Micro and an alumnus of L’Oréal and Colgate-Palmolive, will partner with general manager Alison Romash to drive the brand’s next phase of growth.

Hadid will retain creative and strategic direction over scent development, formulation philosophy, and brand storytelling. “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,” Hadid said.

The capital injection comes amid significant commercial momentum for Orebella, which launched in 2024. Already established in the US through Ulta Beauty and in the UK through Selfridges, the brand has continued to build its international footprint, launching in 500 Douglas stores across 20 countries this March.

“Orebella 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.”

Agarwal added: “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.”

Orebella is available at Selfridges and The Perfume Shop in the UK. Those in the US can shop the brand at Ulta Beauty and orebella.com.