Bella Hadid’s Ôrebella has appointed a new CEO and closed a Series A financing round to ramp up its international expansion and support its “accelerated growth”.
Anish Agarwal has been named CEO of the supermodel’s fragrance brand as it looks to scale its operational footprint across key international markets and build out its retail presence, working closely with Ôrebella General Manager Alison Romash.
Agarwal has more than 20 years industry experience across global beauty and consumer companies, including senior roles at giants Colgate-Palmolive and L’Oréal.
“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,” said Hadid.
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“Anish embodies both so naturally, and to me, that means everything.”
Agarwal most recently served as CEO of luxury hair tools brand T3 Micro.
He is cited as having “reinvigorated” the 20-year-old brand and expanded its presence across speciality retail channels, including Ulta Beauty and Sephora.
“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 Ôrebella to more people around the world while staying true to what makes it so special,” said Agarwal.
Ôrebella's bestselling sixth fragrance, Jasmine Blues
Hadid’s Ôrebella fragrance line was unveiled in 2024 and built from a US-based foundation, with a full-chain launch across Ulta Beauty and, from there, it expanded quickly.
The brand soon debuted at Ulta Beauty Middle East, where it now holds the number one fragrance position, while also entering 500 of retailer Douglas’ doors across 20 countries in March 2026.
Ôrebella will expand further in the second half of this year, with a strategic presence at luxury department store Selfridges rounding out its UK footprint, while its sixth skin parfum, Jasmine Blues, is selling at twice its forecast in the US.
To fuel its growth even further, Ôrebella has just closed a Series A funding round led by Silas Capital, with participation from existing investor Celebrands, which incubated the brand in partnership with Hadid.
This growth equity investment will be used to accelerate the skin-friendly scent brand’s product innovation and international retail growth.
Silas Capital is a growth equity and venture capital firm focused on scaling next-generation consumer brands across beauty, wellness and lifestyle.
“Ôrebella has built a clear and differentiated position in fragrance, supported by strong early performance and a highly engaged consumer base,” said Brian Thorne, Partner at Silas Capital.
“Bella’s creative direction, combined with Anish’s experienced marketing and operational leadership, positions the brand strongly for global expansion.”
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