{
  "id": 5081292,
  "title": "Irene Forte muove i primi passi negli hotel per arrivare alla skincare",
  "url": "https://urgent.news/2026/09/02/irene-forte-muove-i-primi-passi-negli-hotel-per-arrivare-alla-skincare",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-02T12:12:02.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/irene-forte-muove-primi-passi-hotel-arrivare-skincare-AJFtyG1"
  },
  "original_language": "it",
  "account": "Irene Forte, daughter of hotelier Rocco Forte, has ventured into skincare, creating her own business named Irene Forte Skincare. Unlike a typical family inheritance, Irene chose to build her own enterprise from the hotel group's foundation. Initially, she managed family-oriented programs and spa services within the family's alberghiero group. However, while working on the spas of Rocco Forte Hotels, she noticed that each property used different skincare products from various brands. Frustrated by this inconsistency, Irene aimed to create an Italian luxury skincare brand that better represented the group's identity.\n\nAfter failing to find a suitable product, Irene decided to create her own skincare line. Drawing inspiration from Sicily and the Verdura resort, where she had discovered a biodynamic farm and local ingredients, Irene's brand combines clean ingredients, scientific research, clinical results, and a Mediterranean lifestyle touch. She partnered with Dr. Francesca Ferri, a dermatologist with 40 years of experience in biomedicine and plant-based actives, to oversee the brand's research.\n\nInitially, Irene Forte Skincare operated primarily within the hotel group's spas. However, the Covid-19 pandemic forced a shift in focus, as hotel closures threatened the project. Undeterred, Irene decided to concentrate on skincare, as the brand could thrive independently of the hotels. The numbers speak for themselves; Irene Forte Skincare is projected to double its revenue annually for the next three years. The United States is the primary driver of growth, accounting for over 70% of the company's revenue since the start of the year, with significant increases in direct-to-consumer sales (+200%) and wholesale (+300%).\n\nTo support this expansion, Irene Forte Skincare received investment from L Catterton, a venture capital firm that has backed companies like Kiko, Intercos, and Elemis. This investment enabled the transformation of the company, helping it move from a small, largely unstructured operation to a well-organized business with a clear growth trajectory. Irene continues to oversee the spas at Rocco Forte Hotels, but the hotelier role now serves as a foundation for Irene Forte Skincare's unique brand strategy.",
  "summary": "Per Irene Forte, il patrimonio della famiglia non è diventato un’azienda da ereditare, ma il punto di partenza per costruire un’impresa propria. Figlia di Rocco Forte, Irene è entrata presto...",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}