Sydney brand creating a “new category of coffee for women” – BeanScene

A new brand with a trio of signature blends, Café Bellezza, has launched out of Sydney with its co-founders uncovering a “missing market in coffee” by catering to women’s heightened taste profiles.

Café Bellezza was unveiled during an event at Panetta Mercato, Marrickville Metro, on Saturday 11 October “determined to shake up the market” with its investment in the preferred flavour profiles of female coffee drinkers.

Launching globally with three blends inspired by the southern Italian way of life – Simply Smooth, Beautifully Bold and Delightfully Decaf – the brand is selling coffee blends designed by women, for women.

For Co-Founder Rosa Gallo, the idea took shape while on holiday in Sicily after a simple greeting from a local barista: “Ciao Bellezza, dimmi” (loosely, “Hello beautiful, tell me, what would you like?”) planted the seed.

“The way he welcomed everyone, was so warm and effortless – that memory left a lasting impression,” says Rosa.

Her frustration led to a conversation with a friend, and eventual Café Bellezza Co-Founder, Danielle McMaster.

“Our shared experiences were truly a lightbulb moment, and one that drove us to rethink our relationship with coffee,” says Danielle.

“Our research showed that women possess heightened sensitivity to taste, especially bitterness, spice, and sweetness, which can make traditional coffee blends taste harsh or overpowering. Yet, the industry has long overlooked these nuances, instead presuming one blend should satisfy all.”

Guided by insights, rigorous tasting, and a focus on naturally sweeter beans, they teamed up with third Co-Founder, Claire O’Donnell, and set out to create blends shaped entirely by women.

Female focus groups were involved at every stage, from bean selection to roast profile, brand aesthetic, and packaging design.

“Café Bellezza is about creating a new category of coffee for women. This brand is about giving women a choice in a space that’s long overlooked their preferences,” Claire says.

Rosa adds: “The aim is to change the narrative, transforming coffee to a full sensory experience that is smooth, rich and deeply connected to beauty, confidence and individuality.

“Women deserve more from their cup of coffee than just a caffeine hit. Whether a private or shared moment, we developed a brand and product that takes you away from the everyday grind.”

While created with women’s preferences in mind, men will also enjoy the balance and depth of Café Bellezza, the founders say.

“It delivers on the robustness coffee lovers expect, but in a smoother way. Offering a coffee experience that is inclusive yet refreshingly original – a first in the coffee market,” says Danielle.

Renowned Italian grocer and deli, Panetta Mercato, is the first retail partner where customers can purchase the blends in store.

Café Bellezza is already developing additional coffee products.