Bella Hadids perfume campaign sparks mixed reaction

A bold social media reveal for a new fragrance sparks mixed reactions about branding and empowerment.

Bella Hadids Daring Braless Look For New Perfume Launch Draws Criticism

Bella Hadid launched Eternal Roots, the latest fragrance from her Orebella line, with a bold Instagram reveal. She wore a semi-sheer gold cropped shawl without a bra and low-waisted red gingham trousers, presenting the perfume to followers. Hadid described Eternal Roots as a woody, sweet, fruity skin parfum and noted the line is vegan and cruelty free, sold at luxury retailers.

The brand has positioned itself as a skincare inspired fragrance line and Hadid has stepped back from runway work to focus on perfume projects and horseback riding. Harper’s Bazaar notes the fragrance blends bright fruit notes with earthy depth through lychee, raspberry blossom, pink sugar, suede, vetiver, papyrus, and labdanum, creating a contrast the designer calls yin and yang.

The choice to stage a perfume reveal with a daring fashion moment shows how celebrity branding blends fashion and product messaging. Some fans celebrate Hadid as a savvy entrepreneur, while critics say the presentation distracts from the fragrance itself. This pattern mirrors a broader trend where fragrance lines lean on high fashion moments to generate chatter rather than solely highlighting scent notes.

The risk for the brand is clear: bold campaigns can boost visibility but may invite backlash if audiences view the marketing as provocative rather than product focused. As Hadid leans into entrepreneurship and equestrian sport, the campaign tests whether the fragrance can stand on its own or remains tethered to a striking image.

Highlights

Branding and scent travel in step, but the gamble remains.