Bella Hadid has posted a mysterious teaser for her forthcoming wellness brand, Orabella.

“Reveal your alchemy on 5/02”, reads the caption on a new Instagram account (as a British person it took me longer than it should have to figure out this was not the second of February, which has already passed.) What the brand will actually be selling remains unclear. There is a short video on the Instagram page but it consists of abstract imagery: an eye, the ocean, the universe, and most perplexing of all, a golden ‘B’ symbol – which could stand for just about anything. Bread? Barbeque sauce? Or maybe just Bella! If that sounds enticing, there’s a link in the page’s bio where you get on the list and receive an exclusive launch when it finally launches. 

Although the official images and posts are very mysterious, Hadid did file a trademark application in 2022 for Orabella which encompassed products including fragrances, scented lotions and oils for the body and face, scented shampoos, conditioners, and styling creams, air fragrance reed diffusers, and incense.

This is not Hadid’s first foray into the world of business: back in 2021, she co-founded Kin Euphorics, a  “brain care” non-alcoholic beverage brand which promised a holistic remedy for “chronic exhaustion, depression, and anxiety.”  

Hadid’s career as a model has only gone from strength to strength, but she has had a difficult time of it recently. She has been open about her mental health struggles and experiences of lyme disease, a condition she was first diagnosed with back in 2012 and which continues to flare up, causing her, in her own words, “excruciating and debilitating mental and physical pain”.

As a Palestinian-American woman, she has also endured a horrific level of harassment in relation to the war on Gaza: a rap song calling for her death recently shot to the top of the charts in Israel, her phone number was leaked, and she has been inundated with hundreds of death threats. She is well overdue for a positive development, and we wish her all the best with this latest venture.