Bella Hadid’s Orebella secures investment and appoints new CEO to drive global expansion

Orebella, the fragrance brand founded by Bella Hadid, has announced the completion of a Series A financing round to support continued growth in product innovation and international retail expansion.

The new investment was led by Silas Capital, a firm focused on scaling consumer brands in the beauty, wellness and lifestyle sectors.

Existing investor Celebrands also participated in the financing round and will continue to support the brand’s long-term growth strategy.

The announcement coincides with the recent appointment of Anish Agarwal as Chief Executive Officer, as the company prepares to expand its operational presence in key international markets.

"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.

Agarwal brings more than 20 years of experience across beauty and consumer companies, including senior leadership roles at Colgate-Palmolive and L'Oréal. Most recently, he served as Chief Executive of T3 Micro, where he oversaw brand growth and expanded retail distribution through partners including Ulta Beauty and Sephora.

In his new role at Orebella, Agarwal will work alongside both Hadid and General Manager Alison Romash to support the US-based company’s next phase of development and international expansion.

"I’m honoured 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," said Agarwal.

"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."

Hadid remains involved in the brand’s creative and strategic direction, including scent development, formulation philosophy, and storytelling.

"Nothing about the way I create ever really changes, that part always stays deeply personal to me. Orebella 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," said Hadid.

Founded in 2024, Orebella positions itself as a fragrance brand centred on skincare-inspired formulations. Its alcohol-free, vegan bi-phase skin parfums are powered by the proprietary Ôrəlixir base, which combines botanical ingredients, snow mushroom and essential oils in a shake-to-activate format.

The brand recently expanded its product offering with the launch of Body & Hair Perfume Mists. The collection introduces Orebella's signature dual-layer formulation in a lighter format, featuring one layer with fragrance and essential oils and another composed of botanical waters.