Irene Forte Skincare is Italian luxury powered by scientific craftsmanship – nutrient-rich Mediterranean botanicals, many sourced from our organic farm in Sicily. At the heart of it all is the founder, Irene Forte, whose passion for wellness, sustainability and a deep connection to her Sicilian heritage shaped every detail of the brand. Irene’s vision was to create skincare that not only delivers exceptional results, but also feels nurturing, honest, and in harmony with nature - an expression of her belief that true beauty begins with well-being.
Define your brand
Irene Forte Skincare is Italian luxury powered by scientific craftsmanship - nutrient-rich Mediterranean botanicals, many sourced from our organic farm in Sicily, combined with cutting-edge actives and clinically proven results. We’re backed by over 40 years of dermatological research thanks to our Scientific Director, Dr. Francesca Ferri.
What is your USP? / What sets your brand apart?
- Farm-to-lab: Sicilian ingredients combined with patented biotech extracts.
- Sensorial + sensitive: Sensorial, indulgent textures with unique allergen-screened fragrances, allowing us to be certified for sensitive skin.
- Clinically proven naturals: Natural formulations that score “Excellent on Yuka” with measurable results.
- Sustainable luxury: B Corp certified and rooted in craftsmanship, while still maintaining a luxury feel.
To what do you attribute your brand’s success?
Authenticity, obsession with quality, and relentless focus on results. Everything is rooted in our Italian heritage and Mediterranean philosophy, yet elevated through science and craftsmanship. Every detail is considered - from formulations to textures - and underpinned by rigorous clinical testing.
"Authenticity, obsession with quality, and relentless focus on results."
What is your key role in the business today? How has it evolved with time?
I’m CEO, but I always say as a business grows you move from being an orchestra player to being the conductor. In the early days I had no team and did everything myself. Today, my role is about leading brand vision and R&D direction while empowering brilliant, experienced people to drive key areas of the business. I’m still very hands-on, but the focus is now on managing, guiding, and getting the very best out of my team
I’m CEO, but I always say as a business grows you move from being an orchestra player to being the conductor.
What is your brand mantra?
A luxury ritual that’s as good for your skin as it is for your senses - rooted in nature, backed by science.
Why has your brand made headway in such a competitive market?
We have a clear point of view and a true story, visible results, and credibility: real actives, real testing, and a luxury experience that feels good and does good.
What advice would you give to someone starting a beauty business?
- Have a true, authentic story - a reason for being.
- Obsess over your proof points: test, measure, iterate.
- Start narrow with a hero and earn the right to expand (I made the big mistake of launching many products at once).
- Margins matter - don’t assume they’ll improve with time.
- Be open to evolve, take criticism, and stay resilient. Resilience is fundamental.
How do you stay ahead and keep the brand relevant digitally?
We didn’t begin digitally - I started in spas, without a D2C channel - so I’ve had to learn fast (and still have a lot to learn). We have an incredible Head of Digital who teaches me daily. For us, it’s continual testing, automation and subscription to secure recurring revenue, and quick pivots from what we learn.
What’s next for you and the brand?
In September 2025, we’re launching Irene’s Regenerating Night Routine, a clinically proven duo featuring the Phytomelatonin Rejuvenating Serum and Hibiscus Night Cream. Together, they’re proven to target seven signs of ageing, with 100% of trialists showing measurable improvements in wrinkle depth, volume, redness, elasticity, and compactness in just eight weeks.
In October, we debut our Bio-Peptide Lip Treatment with Lipo-HA Complex to hydrate and smooth the lips - flavoured like a refreshing Limone e Menta sorbetto. At the same time, we continue to expand our spa portfolio with the openings of Irene Forte Spa, The Balmoral in Edinburgh and Irene Forte Spa, Hotel de Russie in Rome.
CEO QUICKFIRE
Coffee order
Latte with almond milk.
What’s inspiring you?
Sicily is a constant source of inspiration - its nature, food, and traditions inform everything I do.
Favourite business quote
“Luck is what happens when preparation meets opportunity.” - Seneca
Groundbreaking brand you love
Merit Beauty - their creative is incredible. Even without a luxury price point, they’ve made the brand feel aspirational, and every piece of content and campaign is spot on. I’m also obsessed with the branding and creative behind Loewe perfumes and Hermès beauty; both are so well executed.
Product you admire / wish you’d created
I always take cues from brands that create entire worlds rather than just products. Flamingo Estate has built a truly distinctive universe - immersive, sensorial, and fun.
Find Irene Forte online and @Ireneforte & Irene @Ireneforte
