It has been a busy few weeks for A-list beauty entrepreneur Bella Hadid.
Not only has the supermodel celebrated her 29th birthday, but she has also made serious tracks for the U.K by stomping down her kitten heel footprint across the high street, luxury and digital retail markets with her fragrance brand Orebella – as well as launching into the Middle East.
Sitting equally as glamourous at her side? Orebella’s General Manager Alison Romash.
Romash is the beauty brains behind the brand, with the L’Oréal Groupe’s ex-GM VP for NYX Professional Make-up overseeing the alcohol-free fragrance line’s growth from inception to international domination.
And now she is putting big plans into place to build Orebella’s momentum even further in 2026.
Cosmetics Business sat down with Romash for an exclusive interview about the brand’s British invasion and growth plans for the year ahead.
Breaking into Britain
You would think the buzz behind the brand in the British market was built on years of buying, but Orebella’s first steps onto UK soil was just a short six months ago.
When it came to retailer partnerships, there was only one store in mind to welcome the brand into the UK.
“We knew from day one that [UK luxury department store] Selfridges had to be first,” Romash told Cosmetics Business.
“They are the premier partner — the right consumer audience, the right environment.
“We were not entering the UK unless we could get through Selfridges.”
The brand kicked-off its British invasion with a series of in-store activations.
This included appearances from Hadid herself, who even took the time to speak with the Selfridges floor sales team ahead of Orebella’s launch to personally educate them on its ethos and products.
The partnership with the department store has led to huge success for Orebella, which has become the number one new beauty brand launch of 2025 for the retailer, and ranked among its top five fragrance brands in its launch week.
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