Model-turned-entrepreneur Bella Hadid announced the launch of a new beauty venture ‘Ôrəbella, an alcohol-free perfume brand, debuting online on May 2 and via exclusive U.S. retail partner Ulta Beauty beginning May 10.

Pronounced ‘aura-bella’, ‘Ôrəbella was born from Hadid’s Arabic family name, translating to iron ore — a naturally occurring material for extracting valuable minerals, coupled with the word ‘aura’, which represents the distinctive atmosphere surrounding each person.

Launching with three distinct fragrances ‘Ôrəbella’s initial parfum offering includes Window2Soul, Salted Muse, and Blooming Fire. Developed by Hadid in partnership with fragrance houses Firmenich and Robertet, the genderless scents pay homage to nature and its healing benefits, elevating both skin and soul, said the fragrance brand in a press release.

The fragrance packaging design is a modern interpretation of the model’s mother’s vintage perfume collection, with each geode bottle drawing inspiration from raw earth.

The collection consists of 10mL parfums for $35, 50mL parfums for $72 and 100mL parfums for $100 across the three debut scents. Meanwhile, a ‘Ôrəbella multifaceted gold perfume stand for the 100mL parfums is also available for $35.

All Ôrəbella products are alcohol-free, dermatologist-tested, suitable for sensitive skin, and formulated without parabens, phthalates, sulfates, gluten, or wheat-derived ingredients. The brand holds both Leaping Bunny cruelty-free and PETA vegan and cruelty-free certifications.

Additionally, fragrance line meets all five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free and give back and adheres to all European Union regulations which ban 1,300+ ingredients.

The ‘Ôrəbella fragrance brand forms part of Celebrands portfolio of brands, alongside Hadid’s line of non-alcoholic drinks, Kin Euphorics.