Sensory neurons that respond to pleasant stimulation of the skin are not as well characterized as those that respond to noxious stimulation. Using calcium imaging in live mice, the authors of this study show that neurons in the skin that express the G protein-coupled receptor MRGPRB4 respond to pleasant stroking but not to pinching or poking stimuli. Pharmacological activation of these neurons promoted a preference for the location in which the activation occurred, suggesting that these stimuli have a positive affective valence. Further characterization of this population of neurons may shed light on the neural circuitry and signalling pathways associated with pleasure.