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Bella Hadid is diving deeper into the world of entrepreneurship.

The 27-year-old model announced the launch of her brand, Orebella, with a mysterious teaser on Instagram today. While her post shared scant details about the company--aside from a tagline "reveal your alchemy--the brand's trademark filing suggests it may offer scented lotions, candles, fragrance reed diffusers, soaps, shampoos and conditioners, and styling creams. Hadid encouraged interested shoppers to join a waitlist to receive updates and an "exclusive gift" upon its May 2 launch. An Instagram post the model shared at the office of Bolingbrook, Illinois-based beauty retailer Ulta on February 8 suggests a potential partnership.

This isn't Hadid's first step into the business world; in 2021, she joined the Austin-based adaptogenic beverage brand Kin Euphorics as a co-founder alongside founder Jen Batchelor. Entrepreneurship also runs in her family: In 2022, her sister Gigi Hadid launched a cashmere fashion brand, Guest in Residence.

Orebella's trademark filing hints that the brand may have an aromatherapy element--which aligns with Hadid's public image. In 2018, the model called herself an "essential oil girl" in an interview with Elle, and in 2020, Gigi Hadid told British Vogue that she and her sister spent ample time planting lavender on their family's Pennsylvania farm during Covid lockdowns.

Considering that Hadid has often shared her self-care regimens between fashion weeks and her battle with Lyme disease, launching a business with a therapeutic focus may be perfectly on-brand.

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