Antonio Lemma is the business driving force and creative design visionary, altogether, the brain behind Desire Fragrances, — our rapidly growing company with proven excellence in design, innovation, marketing and global distribution. With over 30 years in the industry, Mr. Lemma holds evaluable expertise covering full spectrum of markets from mass, masstige, to luxury and niche fragrances.




Mr. Lemma’s work spans with exclusive fragrance licenses for an array of leading world brands from revolutionary car makers: Ferrari, Ford Mustang, Corvette, Tonino Lamborghini; to America’s staple youth brands Rampage and Bongo, Caribbean Joe; top Canadian fashion brand Peter Nygard; brand - What Ever it Takes and top celebrities George Clooney, Carmen Electra, Pink, Kesha, Serena Williams, Kanye West, Penthouse. To notorious celebrity household names like: Katy Perry, Jesse McCartney. He successfully launched 100%Love teen fragrance brand, pioneering the market with the charity concept driving the brand sales, and most importantly entering the digital space with innovative approach. Further followed with wildly successful worldwide kid’s brand Petite Beaute. The American couture designer Bill Blass fragrance launch under Mr. Lemma’s direction, was a benchmark in industry’s masterful introduction of premium fragrance collection to the US and international markets. Mr. Lemma was an official distributor of Ferrari and Bulgari in North America.


Followed by a uniquely tailored collection launch Bill Blass Couture, into the luxury market, as one of the first, to enter the market as a multiple fragrance collection. Mr. Lemma has revolutionized the way the fragrances at niche level were launched with these beautifully crafted personalized bottles. The ones to follow this marketing success model were Tom Ford, and even later Armani Prive. Mr. Lemma positioned Bill Blass fragrances as a personalized couture scent experience with a range of selection to the elite shoppers at Saks, Neuman Marcus, Dillard’s and other prestige chains. To further the success of the couture women’s line, he designed Mr. Blass for men.


Photos Above: Bottom Left: Mr.Lemma with Katy Petty. He designed her very first Fragrance “Purr”.

Top Left: Mr.Lemma with Jesse McCarthy, also his first ever fragrance in tear drop shape designed by Mr.Lemma.

Right: Bill Class Fragrance Launch At the Four Seasons Hotel in New York City. With star studded attendees: Laura Bush, Bill Class Creative Director - Michael Vollbraght and Sigovny Weaver posing next to the Bill Class Fragrance Bottle designed by Mr. Lemma.


Mr. Lemma approaches design, marketing, sales and distribution with a progressive, meticulous and innovative vision. His enigmatic persona and entrepreneurial spirit are unique to the industry. The outmost dedication and passion he holds for creativity - is the key to success in all drivers of Desire Fragrances Inc. Always innovative, with proven track of success and the seal of consumer and industry approval.