The comedian is said to have flirted with MSN TV's Emily Hartridge during an interview about his latest film Rock of Ages.
Brand is said to have jokingly thrown cake at Hartridge, before trying to kiss her. He then licked some cake off her arm, reports The Sun.
Afterwards, Brand reportedly asked his assistant to get Hartridge's phone number.
Hartridge later tweeted: "Got to be a good Monday when @rustyrockets licks your elbow mid interview."
The pair are said to have been texting each other since the interview.
"Russell is definitely winning her over," an insider claimed. "Emily joked they had a love-hate relationship because he hurled food at her. Only Russell could get away with covering someone in cake then licking it off."
Brand will officially dissolve his marriage to Katy Perry next month. Yesterday, he joked that the worst thing about divorce is the "admin".
The actor currently stars in Rock of Ages, which opened in UK cinemas yesterday and will hit the US on June 15.
Watch the trailer for Rock of Ages below: