<jats:title>Abstract</jats:title><jats:p>Betulin is a principal component of birch bark and is known to possess a broad range of biological activities, including antiinflammatory, antiviral and anticancer actions. The present study was carried out <jats:italic>in vitro</jats:italic> to clarify the influence of betulin on melanocortin (MC) receptor‐ergic signalling by using COS‐7 cells transfected with corresponding human MC receptor DNA. The results showed that betulin binds to the human melanocortin MC1, three to five receptors with selectivity to the MC1 subtype (<jats:italic>K</jats:italic><jats:sub><jats:italic>i</jats:italic></jats:sub> value 1.022 ± 0.115 µM). Betulin binds to the MC receptors with the following potency order—MC > MC3 > MC5 > MC4. Betulin itself does not stimulate cAMP generation, however, it slightly antagonizes <jats:italic>α</jats:italic>‐melanocyte‐stimulating hormone (<jats:italic>α</jats:italic>‐MSH)‐induced cAMP accumulation in the mouse melanoma cell line B16‐F1. As a water‐insoluble substance, betulin was dissolved in DMSO therefore DMSO competition with the labelled ligand NDP‐MSH for the binding to the MC receptors was tested in the identical experimental set‐up. We found that DMSO competes for binding to all the MC receptor subtypes, at 20% concentration and above. Selectivity for one or another receptor subtype was not observed. We have demonstrated for the first time, the ability of the plant compound betulin to bind to the MC receptors. One may suggest MC receptor MC1 subtype as the essential target for the antimelanoma action of betulin and its structurally close molecules such as betulinic acid. Moreover, we have found a new non‐peptide small molecule MC mimetic, that is betulin. Thus, we report a new chemical motif for the binding to the MC receptors that could be used as a template for the search of more selective MC mimetics. Copyright © 2007 John Wiley & Sons, Ltd.