Borghese, the esteemed Italian skin and body care brand, is experiencing a vibrant resurgence as it embarks on an exciting fall season. With a rich legacy and 40 years of excellence, the brand is set to roll out numerous initiatives, including a four-month spa residency at Printemps in New York City, alongside launches on retail giants Ulta.com and Bloomingdales.com. This flurry of activity coincides with the celebration of its best-selling mud mask, Fango, which is so popular that one unit is sold every minute. Reportedly, Borghese is on track to hit a noteworthy milestone of $50 million in sales this year, solidifying its status in the beauty industry.
The spa residency at Printemps promises a luxe experience with a choice of three soothing facials. Guests can indulge in the Borghese Purificante Facial with the exclusive Fango Purificante Mud Mask, as well as the Borghese From Roma with Glow Facial and the Borghese Sculpt and Restore Facial. These sessions can be enjoyed in varying durations—20, 50, or 80 minutes—and start at $125. What makes this even more special is the incorporation of unique massage techniques using marble tools, offering a taste of spa wellness unlike any other. As highlighted by Chief Operating Officer Dawn Hilarczyk, this initiative marks Borghese’s return to the spa scene after more than a decade, reinforcing its commitment to holistic beauty.
Borghese aims to give customers the “gift of time,” as Hilarczyk aptly puts it. The brand’s ethos reflects an Italian philosophy where taking a moment to indulge in self-care is paramount. Each spa visitor will leave with a full-sized Borghese product, embodying the essence of Italian luxury. The strategic partnership with Printemps, known for its dedication to service and culture, allows Borghese to reconnect with its Italian roots while providing a fast-paced beauty solution that fits into today’s lifestyle. Guests can experience a rejuvenating getaway in just 20 minutes, capturing the brand’s mission to offer accessible luxury.
In addition to the immersive spa experience, Borghese is also expanding its retail footprint by collaborating with established partners like Macy’s and venturing into new collaborations with Ulta, Bloomingdales, and Neiman Marcus. This multi-channel approach speaks to the brand’s adaptability in meeting customers where they are shopping, be it in-store or online. Hilarczyk expresses a commitment to making Borghese available across various platforms, emphasizing the need to resonate with a diverse consumer base—“I don’t care where she shops, just shop Borghese,” she states.
As Hilarczyk directs Borghese’s renewed focus on growth, the brand has seen impressive results in recent months. The Fango mud mask has experienced a remarkable 60 percent increase in sales compared to last year, while the direct-to-consumer segment rose by 21 percent, with new customers representing 34 percent of this growth. Additionally, Borghese’s presence on Amazon has surged, seeing a 61 percent rise, fueled mainly by new consumers. The brand has also secured five additional retail partnerships, opened eight new spas, entered into four licensing agreements, and launched on TikTok Shop. Each of these milestones underscores the brand’s adaptability and commitment to innovation.
Overall, Borghese’s renaissance is a testament to its ability to blend tradition with modern consumer needs. With a rich heritage and a commitment to luxury, Borghese is not just a brand but an experience that invites customers to savor the art of self-care. As it looks toward the future, plans for further retail and global expansion coupled with exciting product launches in 2026 signify a bright horizon for this iconic brand. In a world that often rushes by, Borghese is gently reminding us to pause, indulge, and reclaim the gift of time.