Heritage
A house, in its own words
Balocchi emerged as a fragrance brand connected to Furbo, the pet technology company known for its smart pet cameras and accessories. Furbo was founded by Dora Liu and Sebastian Kanzler, with Liu drawing on her background in product design and her love of animals to create products that strengthen the bond between pets and their owners. The Balocchi fragrance line represents an expansion of the Furbo lifestyle brand into the world of luxury scent, bringing the same playful approach to design that characterizes the pet products into a new creative territory. The brand launched its fragrance collection in the mid-2020s, with releases including Be Chic in 2025 and Be Holy scheduled for 2026, suggesting a planned expansion of the line over time. While Balocchi's perfumers have not been publicly identified, the brand appears to work with experienced fragrance houses to develop its compositions. The Italian connection remains central to Balocchi's identity, with the brand leveraging Italy's historical association with craftsmanship, quality materials, and refined aesthetic sensibilities. Furbo's headquarters and primary operations are based in the United States, though the Italian influences in naming and creative direction suggest a deliberate choice to draw on European perfumery traditions. Balocchi operates from the conviction that fragrance should be a source of pleasure and self-expression rather than a status symbol or overwhelming presence. The brand rejects the idea that great scent requires complexity for its own sake, instead prioritizing compositions that feel genuinely enjoyable to wear. This approach manifests in fragrance names that are direct and personable, breaking from traditional perfumery conventions where names often reference abstract concepts, places, or poetic imagery. By naming scents Be Virgin, Be Delicious, or Be Unique, Balocchi invites wearers to identify with the fragrance rather than decoding its artistic merit. The brand's connection to Furbo informs its philosophy of building emotional connections, much as Furbo's products aim to strengthen the bond between pets and owners. Balocchi fragrances are designed to become associated with positive feelings and personal memories, serving as olfactory markers of moments and moods. The brand appears to value accessibility without sacrificing quality, offering compositions that reward attention while remaining approachable for those new to fragrance as a hobby or ritual. This democratizing approach reflects a broader trend in contemporary perfumery toward breaking down barriers between expert enthusiasts and casual wearers.