If you found yourself in New York City’s West Village the last weekend in May, you also found the many-blocks-long-line outside 632 Hudson Street. Girls of all ages clad in Bella Hadid-approved pointelle tank tops and low-rise linen skirts waited patiently for their chance to enter the Orebella pop-up. There, the brand’s inaugural fragrances—Window2Soul, Salted Muse, and Burning Fire—were displayed amongst florals, crystals, and Bella Hadid-themed tarot cards.
A misty wave of the floral, shake-to-activate trio nearly enveloped the entire block by mid-day, just in time for Hadid herself to make a guest appearance. To no surprise, each Ulta-exclusive Orebella scent sold out.
