Bella Hadid's fragrance brand Ôrəbella has secured Series A financing and appointed a new chief executive officer, the company announced on Thursday. The funding round was led by Silas Capital, with participation from existing investor Celebrands. Financial terms were not disclosed.
"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."
Alongside the funding, Ôrəbella named Anish Agarwal as CEO. Agarwal previously held leadership roles at L'Oréal, Colgate-Palmolive, and most recently served as CEO of T3 Micro.
"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 Hadid.
Launched in 2024, Ôrəbella has experienced rapid retail expansion, beginning with a nationwide rollout through Ulta Beauty in the United States. The fragrance line has since expanded into Ulta Beauty Middle East, where it currently holds the top fragrance position. Earlier this year, Ôrəbella entered more than 500 Douglas stores across 20 countries and is continuing to grow its European footprint through a strategic partnership with Selfridges in the United Kingdom.
Beyond fragrance, Ôrəbella is preparing to expand into new product categories with the launch of a Body & Hair Perfume Mist built around its proprietary Orelixir bi-phase technology.
Source: Read the original report | Published: May 29, 2026