BELLA HADID'S FRAGRANCE BRAND JUST WENT ALCOHOL-FREE

Bella Hadid's fragrance brand 'Ôrəbella released a new alcohol-free, bi-phase water-based fragrance collection this summer.

Comprising three mists that retain the brand's established shake-to-activate format a mechanical ritual central to the brand's identity since launch - but at a noticeably lighter fragrance concentration than the brand's original alcohol-based releases.

"With these perfume mists, I wanted to create something expressive and free," Hadid said of the launch. "They're designed to move with you, to be sprayed generously, layered intuitively, and revisited throughout the day." That framing - generous, repeated application rather than the careful, sparing use typically associated with more concentrated eau de parfum formats - reflects a fragrance philosophy built around mists specifically, rather than simply diluting an existing perfume formula into a lighter delivery format.

The move into alcohol-free, water-based formulation follows a broader fragrance industry pattern this year of developing gentler, mist-format products designed for more frequent, casual application - a format shift running parallel to significant growth in body-mist and hair-mist fragrance more generally across the category, as buyers increasingly build personalised, layered scent routines rather than relying on a single, more concentrated signature fragrance applied once a day.

For a brand whose original launch products carried a distinctive, unusually intense concentration by design, a genuinely lighter, more casual mist line represents real category expansion - reaching customers who wanted the brand's aesthetic and ritual without its original, more assertive projection.