For Irene Forte, the family heritage did not become a company to inherit, but the starting point to build her own business. Daughter of Rocco Forte, Irene entered the family hotel group early on, but with a path different from simple succession. First, she took care of programs dedicated to families, then the management of spas. It is precisely by working on the spas of Rocco Forte Hotels that the intuition destined to become her business was born.
Read more Report, Giulia Presutti to Corsini: «I take a step back»
Ask the Sun
The questions are automatically suggested by 24Ore AI
based on the displayed content.
Irene notes that each facility uses products from different brands and therefore looks for an Italian luxury skincare brand capable of better representing the group’s identity. She does not find it and decides to build it. Thus, Irene Forte Skincare is born, a brand also inspired by Sicily and the Verdura resort, where Irene had discovered an organic estate and the possibility of using local ingredients. The goal, however, is not simply to create a line of natural cosmetics: the project combines clean ingredients, scientific research, clinical results, and a sensory component linked to the Mediterranean lifestyle.
“For the research, I chose to work alongside Dr. Francesca Ferri, with forty years of experience in biomedical research and plant actives,” explains Irene Forte.
Read more Electricity, the producers: in 2026 exceptional situation, now more renewables
Initially, the brand was born mainly as an extension of the hotel business: the products were intended for the group’s spas. Then Covid arrived. The closure of hotels and spas could have stopped the project. “At that point, I realized that the brand could live outside the hotels as well and decided to focus on skincare,” she recounts. The numbers? Growth goes far beyond that of a business ancillary to the hotel group.
In 2026, Irene Forte Skincare is about to double its turnover compared to the previous year. “The goal is to double turnover every year for the next three years,” she says. The United States represents the main engine of growth and accounts for over 70% of the turnover achieved since the beginning of the year. In the US, during the same period, the brand recorded +200% for the direct-to-consumer channel; +300% for wholesale.
Read more Ets, the hub of lesser protections for sectors at risk of relocation
