Italian skincare brand Borghese is in the midst of a brand renaissance.

Under new leadership, including Chief Operating Officer Dawn Hilarczyk, Borghese is reclaiming its spotlight, according to the company. It is backed by 68 years of heritage, science-forward skincare and a bold new global strategy, it contends.

A Rich History

Originally founded in 1957 by Princess Marcella Borghese, the brand pioneered the at-home spa experience and defined Italian beauty for generations.

Now, with momentum building in the U.S. and abroad, Borghese is expanding its legacy with a clear vision: bring luxurious, results-driven spa rituals to a new era of consumers while doubling down on efficacy and expertise. 

In the U.S., the brand is launching with Bloomingdale’s in the coming weeks, is expanding into HSN this quarter and will continue to grow within existing retail partners.

Internationally, Borghese is restructuring for growth in China and Hong Kong; it is also planning additional expansion in Europe and South Africa later this year. 

Spa Heritage

Borghese is redefining modern skincare through the lens of its iconic spa legacy. In the second half of 2024, the brand launched six new U.S. spa locations – including The Standard Spa, Miami and Frankie Shay Aesthetics in West Hollywood, to name a few – with more to come in the pipeline, said the brand.

With self-care and wellness at its core, Borghese is bringing its heritage to life through spa-led retail activations, in-store treatments and immersive experiences.

These strategies have fueled double-digit in-store growth and driven 35%+ new customer acquisition across retail channels.

Digital Approach

As a digital-first brand, Borghese seamlessly bridges the online and in-store experience through best-in-class service and personalized consultations. Every customer touchpoint — whether via call, email or in person — is met with care, blending technology and human connection to create “a truly elevated” experience, said the company.

Clinically Backed, Consumer-Approved

The cult-favorite Advanced Fango Active Mud Mask remains the hero product, delivering visible results in five minutes, alongside high-performance essentials like Crema Saponetta Cleanser, CuraForte Moisture Intensifier, Bagno Di Vita Shower Gel, and 20% L-Ascorbic Power C Capsules. 

Every product launch is guided by a deep bench of expertise, including Dr. Grace Ayensu-Danquah, FACS – Borghese’s Global Brand Expert and a leading clinical authority in skin and reconstructive care. Alongside her, Borghese’s Forbes-trained National Aesthetician leads spa and skincare education across all teams. Together, they ensure every formula is rooted in science and real-world skin insight, while delivering education programs that are both expert-led and industry-leading.

A Renaissance in Action 

What’s next? More spa expansion, deeper retail integrations and a dynamic global roadmap fueled by community insights and real-world skin expertise, said the company.