Fragrance house

Bel Rebel

Bel Rebel is a London-based fragrance brand founded by Natalia Mizejewska after several years running a luxury multi-brand perfumery in London’s Mayfair. BEL REBEL LIMITED was incorporated in the United Kingdom on 7 March 2019, and the brand launched in 2020, with its official launch taking place in mid-October during the COVID-19 pandemic period. Mizejewska developed the brand’s concepts and narratives, selected its initial ingredients, and chose the final fragrance selection. Bel Rebel’s identity centres on experimentation, the subversion of familiar beauty conventions, and inclusive fragrance beyond gender and age categories, with humour and radical honesty also part of its stated approach. Its early identity emphasized cruelty-free, predominantly vegan fragrances, small-batch production, and compostable mushroom-grown packaging; its current positioning stresses upcycled paper packaging and ethical material choices. Bubble Gum is a deliberately nostalgic, literal bubble-gum fragrance and a clear example of the house’s experimental approach.