Alison Romash
Global General Manager ÔrebellaAlison Romash is an innovative beauty industry executive with more than 15 years of experience building, scaling, and evolving top brands across categories, channels, and geographies.
She currently serves as the founding General Manager of Orebella by Bella Hadid, the award-winning fine fragrance brand she developed and launched in May 2024. Prior to Orebella, Alison held leadership roles spanning high-growth indie startups and global beauty powerhouses, including L’Oréal – where she was instrumental in the acquisition integration and international expansion of NYX Professional Makeup – and Coty Prestige.
Fueled by a lifelong passion for beauty and a conviction that great brands can offer real cultural and corporate impact, Alison is driven by the belief that exceptional brands are built at the intersection of bold product innovation, authentic consumer connection, and strong organizational culture. Known for her high energy, empathy, and collaborative leadership style, she thrives in fast-moving environments and brings both strategic vision and operational rigor to every stage of brand growth.
After nearly a decade in New York City, Alison is now based in West Hollywood, California – a city she has enthusiastically embraced for the past ten years – where she lives with her husband and young son. she has enthusiastically embraced for the past ten years – where she lives with her husband and young son.
