Launched in 2025, the Amorecco brand has two lickable perfumes – After Dark and Late Night Gelato – made from food-grade alcohol and flavorings to create dual-sensory products that can be smelled and tasted. Currently available online via its website and across social media platforms, the D2C startup now has its eyes on expansion into Europe, the US and getting stocked into retail.
“We have been approached by a couple of exciting prospects, I think it just depends where we want to go,” said Luce Grover, co-founder of Amorecco. “...Ultimately, what we would really like is to solidify expanding our shipping into Europe, and maybe America, as a first port of call. I think looking at ways in which we can maybe collaborate with other brands then would be next. So, if women go to buy lingerie or intimacy products, they can have us as like a full-circle moment–more of a holistic purchase,” Grover told Premium Beauty News.
Currently bootstrapped, the startup is open to investment and working with new partners but is not actively pursuing this avenue. For Grover, Amorecco is a sexual wellness brand, not a perfume or fragrance, and so finding the right partners is key to future growth and success.
’Redefining’ intimacy wellness
“When we launched, we were saying ’this is a perfume with a USP’ [unique selling proposition], but actually what really generates us sales is talking about intimacy wellness, confidence and women becoming more powerful in that moment–that is giving scalability,” she said. “We’ve got this product that, yes, is a scent that you can taste, but actually what we’re doing is a lot more than that; we’re in this intimacy wellness space and redefining what that looks like.”
The founding goal of Amorecco was to “help bring people together” via a dual-sensory product combining taste and smell – a product that could potentially help bring a spark back into relationships, Grover explained. But the brand morphed beyond this, resonating instead with younger individuals looking to build more self-confidence and self-worth during intimate moments – inside or outside of relationships. “Creating a space where we can allow women to feel more confident and own it is something I’m very passionate about,” she said.
As the brand grows, the goal is to continue to nurture this angle but also invest budget and marketing into capturing a slightly older demographic; targeting the initial aim of connecting with couples looking to connect or reconnect, she said.
“In ten years time, we would love the business to be known as the original brand that combined fragrance and intimacy wellness for the first time–being the first players to do it and redefining that confidence piece for women and breaking that taboo (…) If we can create a product that helps us break down barriers, as well as scaling a product that doesn’t exist elsewhere, we can be the leaders in fragrance and intimacy, and combining the two.”
Formulating for flavor + scent
Asked whether Amorecco formulates for scent or taste, Grover said both aspects are considered simultaneously during product development. “We are built and manufactured like a traditional perfume – we are not edible; we are tested as a cosmetic but we are safe to lick, essentially,” she explained.
The brand works with a global fragrance house on product development, working to find blends of food ingredients and pure food-grade alcohol that provide matching scent and flavor profiles. Its Late Night Gelato product, for example, features vanilla and coconut notes that are relatively easy to transform into coconut sugar and caramel flavors when licked, the co-founder said. Its latest After Dark product, however, which features a dark cherry and bergamot scent that transforms into a cherry, pear and sugar flavor when licked, is not so straightforward. “Cherry was really hard to get because it’s a strong fruit and trying to convert that into a taste was really difficult. But after about six months, we managed to do it,” Grover said.
Currently, Amorecco has seven or eight scent-flavor formulations “ready to go” as and when the brand wants to scale; largely developed according to market trends and what the company thinks could work well in terms of “marketing, branding and elevating” its offering, the co-founder said. Two would likely launch this year. “Obviously, if the business scales very aggressively, [the new products] are there, but we want to ensure that the campaigns that go with them are really aligned versus being this one-hit wonder.”
In-store versus online
Looking forward, Grover said Amorecco sees a place both in-store and online. People interested in trying the product in person can do so, perhaps in the lingerie or intimacy products section of a store, she said, and the slightly “shyer” consumers could opt for discreet purchases from home.
The company plans to work with an international brand growth specialist to anticipate any barriers or market differences the brand may face as it expands, she said.
“Taking cosmetic products but almost turning them into food-related products is such a huge phenomenon at the moment. I think there’s space for loads of brands to do it,” Luce Grover highlighted.
