‘Ôrəbella, the fragrance brand founded by Bella Hadid, announced the closing of a Series A financing round led by Silas Capital, with participation from existing investor Celebrands. The company said the financing will support accelerated growth initiatives, including product innovation, international retail expansion, and broader global distribution.
The company also announced the appointment of Anish Agarwal as Chief Executive Officer, effective April 13, 2026. Agarwal previously held senior roles at Colgate-Palmolive and L’Oréal, and most recently served as CEO of T3 Micro.
According to the company, ‘Ôrəbella has continued expanding its international retail presence following its launch across Ulta Beauty stores in the United States. The brand also launched with Ulta Beauty Middle East, where it said it currently holds the top fragrance position, and expanded into 500 Douglas locations across 20 countries earlier this year. The company also highlighted its growing UK footprint through a strategic presence at Selfridges.
The company noted that JASMINE BLUES, its sixth skin parfum and first limited-edition launch, has exceeded internal sales expectations in the U.S. and will soon expand globally. ‘Ôrəbella also plans to extend beyond fragrance into a new Body & Hair Perfume Mist category using its proprietary bi-phase ‘Orelixir™ system.
Silas Capital said the investment reflects confidence in the brand’s positioning within the fragrance category and its long-term global growth potential. Celebrands, which partnered with Hadid during the brand’s incubation phase, also participated in the financing round as part of its ongoing support for the company’s development strategy.
Hadid remains involved in the company’s creative and strategic direction, including scent development, formulation philosophy, and brand storytelling as the business expands internationally.
KEY QUOTES:
“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.”
Bella Hadid, Founder, ‘Ôrəbella
“Nothing about the way I create ever really changes, that part always stays deeply personal to me. Ôrəbella 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.”
Bella Hadid, Founder, ‘Ôrəbella
“I’m honored 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. 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.”
Anish Agarwal, CEO, ‘Ôrəbella
“’Ôrəbella has built a clear and differentiated position in fragrance, supported by strong early performance and a highly engaged consumer base. Bella’s creative direction, combined with Anish’s experienced marketing and operational leadership, positions the brand strongly for global expansion.”
Brian Thorne, Partner, Silas Capital
