Fragrance house

Desire Fragrances

Desire Fragrances is an international brand-building company spanning fragrance, beauty, bath and body, and lifestyle products. With an original base in the United States, it later established subsidiaries in the Netherlands and Italy; by 2021, it had more than 30 years of sector expertise. Its model brings fragrance creation, product development, design, marketing, and distribution together for proprietary and licensed brands. In 2020, the company moved its marketing and creation division to Varese, Italy, and acquired fragrance licences for Liu Jo, Tonino Lamborghini, Sergio Tacchini, and Alfa Romeo, adding the Head licence in 2021. A five-year exclusive international Liu Jo fragrance licence began with the autumn-winter 2021 season. Today, Desire Holding consolidates the Desire Fragrances entities under a unified structure established in Luxembourg, and the Italian subsidiary formed in 2020 was subsequently acquired by the holding company. In 2023, Liu Jo Silkway was created by senior perfumer Angeline Leporini in close collaboration with Liu Jo as a contemporary evolution of the brand’s perfumery.