Bella Italia, Bella Irene

Irene, let’s start with a topic you know very well: your homeland, Italy. How has your country of origin shaped your perspective on beauty?

Italy is incredibly special to me. Although I was born in the UK, I spent my school holidays in Italy and have deep family ties there. All of my products are 100% made in Italy. From a young age, I was taught that true beauty isn’t about perfection, but about appreciating the real and natural. This philosophy is at the heart of Irene Forte Skincare, which uses Sicilian ingredients like olive oil, prickly pear oil, and pistachio oil—straight from the earth, whether from our own organic farm or local farmers. For me, luxury is about making the most of natural, clean ingredients while respecting our planet. We live this philosophy at Rocco Forte Hotels too: offering authentic experiences tied to the region—whether in our dishes, spa treatments, or the ingredients of our products.

Your family has worked to establish Rocco Forte Hotels as a renowned brand. What makes these hotels special, and how do you define luxury?

The Rocco Forte Hotels reflect my family’s values. My father built them with a focus on attention to detail, excellent service, and the uniqueness of each location. For me, luxury is about offering guests experiences that are both profound and sustainable—moments that truly enrich them and make them feel cared for. Sustainability is woven into every aspect of Rocco Forte Hotels. It’s present in the design of the spaces, our use of local products, support for sustainable agriculture, and our commitment to energy efficiency. Sustainability isn’t just a concept; it’s an integral part of our daily operations.

Wellness plays a significant role at Rocco Forte Hotels. Which offerings are particularly important to you?

To me, holistic well-being means bringing body, mind, and soul into harmony. In our spas, we offer treatments that blend modern scientific knowledge with ancient traditions—methods that are deeply rooted in the Mediterranean lifestyle. For instance, we use olive oil, known for its soothing and regenerating properties. An individualized approach is essential to us—each guest should receive the treatment that best suits their needs. For a truly holistic experience, we also integrate mindfulness, healthy nutrition, movement options, and high-quality sleep environments, all of which contribute to stress reduction and overall health.

What inspired you to create your own skincare brand?

I spent almost a decade at Rocco Forte Hotels, managing the spa and wellness offerings. During that time, I recognized an opportunity to enhance natural skincare products by combining them with scientific knowledge. I wanted to create a brand that focused on sustainable, natural ingredients from Italy, while also integrating the benefits of scientific research. The fusion of natural beauty care with science truly captivated me. Our products are inspired by the Mediterranean diet, which nourishes the body from the inside out—and that’s exactly what we wanted to achieve for the skin. We use ingredients like olive and pistachio oil from our own organic farm in Sicily, which are the perfect representation of the beauty of Italian nature.

Tell us more about the product development at Irene Forte. What are you particularly proud of?

Product development is a true labor of love for me. We carefully select only the finest natural ingredients, chosen for their specific properties and their positive effects on the skin. Our packaging is luxurious yet sustainable; we use 100% recycled materials and collaborate with local artisans for many of the packaging components, which supports Italian craftsmanship. I’m particularly proud of our Hibiscus Night Cream, which has been clinically proven to deeply regenerate the skin, making it visibly firmer and more youthful. Another standout is our Phytomelatonin Rejuvenating Serum, developed by our scientific director, which has been shown to revitalize skin cells and deliver powerful antioxidant benefits.

As an entrepreneur, how do you find balance and manage stress?

Stress is inevitable as an entrepreneur, but I make a conscious effort to manage it. I practice Vedic meditation and incorporate pilates and barre into my routine to keep both my mind and body balanced. On weekends, I enjoy relaxation rituals like magnesium baths or using a pistachio face mask to recharge. My lifestyle is rooted in a Mediterranean diet, which keeps me nourished and energized. Sleep is a priority, and I always try to carve out "me-time" to ensure I’m taking care of my well-being.

Where do you see Irene Forte Skincare in 10 years? What do you think are the most important trends in the beauty and wellness industry?

In the next 10 years, I see Irene Forte Skincare becoming a leading brand in luxurious Italian skincare, renowned for its unique blend of natural, high-quality ingredients and scientifically-backed formulations. I believe the wellness industry will continue to integrate modern science with ancient, time-tested traditions. Personalization will play an increasingly important role in beauty and wellness, with data and technology shaping individualized treatments. Sustainability will remain a dominant trend, as more consumers prioritize eco-conscious and ethical practices in their purchasing decisions.

If you were to plan the perfect trip to Italy, what three experiences or places would you recommend?

Italy is full of incredible destinations, but here are a few of my personal favorites: first, in Sicily, I highly recommend staying at the Verdura Resort and Villa Igiea. These places offer stunning views and exceptional wellness experiences. Don't miss the Monreale Cathedral, a true architectural gem. For nature lovers, the Torre Salsa Nature Reserve with its beautiful hiking trails is a must-visit. In Rome, the Hotel de Russie is a wonderful choice, especially for its lush garden, and the spa at Hotel de la Ville offers an unforgettable experience. Finally, if you're in Florence, I suggest visiting the Hotel Savoy and dining at the “Irene” restaurant within the hotel, named after my grandmother.