It’s not everyday you find a skincare brand that promises to incorporate a sustainable purpose along with organic farm-produced ingredients and a natural focus. Irene Forte has paved her way through the skincare world by creating luxurious products that feel good and are scientifically proven to work beautifully with your skin.
The trailblazer comes from the Rocco Forte Hotel family, where she began to build the Spa concept for all hotels in her late 20’s which eventually led to embarking on an adventure to build her namesake brand. Irene Forte uses organic ingredients grown in her family’s farm, looks to embracing sustainable practices and creates products we can’t wait to get our hands on. Take a minute to learn about the building of her career, her beauty routine, how she relaxes, and what is coming next. Dive in!
You developed Rocco Forte’s first spa concept at 27. Have you always been passionate about wellness and beauty?
I was interested in wellness from a very young age. This started with fitness (I was very into long distance running) and healthy eating and developed a little later into beauty. It is for this reason that I eventually created the Rocco Forte Hotels spa concept.
How did this experience help you to develop your own namesake skincare brand, Irene Forte?
I first debuted a skincare line in 2015 for Rocco Forte Hotels called Forte Organics. I wanted to create something that unified all of the group’s spas. I also knew that Rocco Forte Hotels had an amazing wealth of active organic ingredients at Verdura Resort in Sicily. I came across Doctor Francesca Ferri of EffegiLab in Trento, Italy, who I immediately knew was the perfect fit to help me bring the line to life. The immediate positive reception to my first line made me want to learn more, create more and launch an even bigger line. So, this is why I set up my own company- and it took me three years to launch my own line- Irene Forte Skincare. It launched in December 2018.
Your brand focuses on natural, sustainable, and organic skincare. Was this something that was important for you from the beginning? Can you tell us more about your organic farm that sources your ingredients? How do you choose which ingredients to use for your products?
Yes, these were all very important to me from the beginning.
The organic farm was my initial source of inspiration. We have some amazing ingredients at our farm that I knew could do wonders on the skin, such as Prickly Pear (considered a plant-origin Hyaluronic Acid and the latest super food, which is rich in Vitamins K, E and C); Hibiscus (known as the ‘botox plant’ and a botanical peptide); Pomegranate (rich in Vitamin C, flavonoids and anthocyanins, which are strong antioxidants for the skin); Olive Oil (rich in polyphenols and Vitamin E); Aloe Leaf Juice (soothing and healing products). Our skincare products have been created with these ingredients. This allows us to achieve control on provenance and quality, and makes it possible to diffuse the essence of Mediterranean wellness into every bottle.
Natural ingredients are a great place to start, but scientific insight allows us to deliver even more extraordinary benefits, with exceptional skin kindness. This ‘Natura e Scienza’ vision was incredibly important to me. All our formulations benefit from over 35 years of scientific skincare research and development by Dr. Ferri and her team. This experience means that unlike traditional natural products we strictly limit the use of essential oils because they contain irritating allergens (indeed we screen all our fragrances against the 26 fragrance allergens recognised by EU law).
I have also always been committed to ethical practises; this is something I built into my business DNA from the start. I see my skincare company as part of a much wider system of people and organisations, nature and the environment. We have maximised our use of sustainable packaging. Our boxes are made out of paper with 100% recycled fibres, and our bottles and jars are recyclable glass. Many will soon be refillable with biobased plastic components which can be recycled through our recycling programme. We avoid harmful ingredients; we only use what is necessary and use naturally derived alternatives to petrochemicals, synthetic colours, harsh surfactants and preservatives. We have also integrated zero-waste upcycled ingredients, made from nutrient-rich plant-based leftovers. And, our insistence on plant-based sources means all of our ingredients are Vegan. We also recognise our responsibility towards sustaining our local community. Where ingredients cannot come from our Organic Farm in Sicily, they come from neighbouring areas in Sicily or from reputable farmers in the Trentino region. Just as we support local farmers, we also support local artisans who create our display materials, tools and special gift packaging. In recognition of our ethical standards we have been awarded the Butterfly trust mark by Positive Luxury for our sustainable excellence.
What is your morning and evening beauty routine?
Unsurprisingly, I use Irene Forte Skincare. I start the morning with a bit of water and the Almond Cleansing Milk. I then splash the Helichrysum Hyaluronic Toner on and pat my skin to boost circulation, balance the PH of my skin, and remove the calc from London water. Following this, I use the Hibiscus Serum. I never miss the serum step because it’s more potent than a cream and its molecular size allows it to penetrate into the deeper layers of the skin. The Almond Eye Cream comes next and then I usually finish with the Prickly Pear Face Cream.
If I have to leave the house for a meeting or something similar, I then put on the Elta MD Skin UV Daily Facial Sunscreen SPF 40. I dab some Westman Atelier concealer over need areas of my face mixed with a bit of my Rose Face Oil. I use the RMS ‘un’ cover-up under my eyes, and then use the By Terry Hyaluronic Hydra Powder.
In the evening, I use the same cleanser and toner. I then use the Hibiscus Serum, followed by the Almond Eye Cream. I will then use the Hibiscus Night Cream or the Rose or Orange Blossom Face Oil with some self-massage techniques. Sometimes I’ll also add a layer of the Hyaluronic Acid Vial before. Or, if my skin is feeling quite dry, I put on the Pistachio Face Cream overnight instead of the Hibiscus Night Cream.
Both morning and evening, I always moisturize my body. The White Wine Body Cream and the Rose Body Oil are amazing. I also like body brushing in the shower.
Can you tell us some key points about the Mediterranean Diet and Sicilian Skincare? How has your background influenced the philosophy of Irene Forte?
The Mediterranean diet is widely considered the cleanest, healthiest and most balanced in the world. Far from faddy trends, the diet is enjoyed by those who want to benefit from increased longevity and the wonders of a diet rich in healthy oils, and unprocessed goodness: vegetables, fruits, whole grains, beans, nuts, seeds and olive oil. The diet says no to processed and refined foods, as well as foods rich in saturated and trans fats. It promotes good health from the inside out. As an Italian by blood, I have grown up on the Mediterranean diet.
Just as the Mediterranean diet promotes good health from the inside out, these nutrient-rich ingredients are deeply beneficial when applied topically. They supply the skin with a wealth of vitamins, fatty acids, and antioxidants to help enrich, rejuvenate and protect.
Which are the skincare products you cannot be without? Which is your favorite product from your skincare line?
This feels a bit like picking a favourite child but if pressed I’d probably go for:
– Hibiscus Serum: I never miss the serum step. This is formulated with two botanical peptides (Hibiscus and Green Pea), two molecular weights of hydrating Hyaluronic Acid, a Ceramide Complex and other active ingredients that work hard on the skin.
– Hibiscus Night Cream: this is the ultimate skin saviour as it’s loaded with ultra-hydrating, skin softening ingredients such as vitamin E, Shea Butter, Hyaluronic Acid and Ceramides. It also contains two botanical peptides from Hibiscus and Green Pea.
Which is your favorite beauty secret?
One of my favourites is mapping the face… We don’t have the same ‘skin type’ on all areas of our face. For example, I have quite dry and sensitive cheeks, but a greasy T zone. By mapping the face I can use the most appropriate face mask or moisturiser on different areas of the face! I can do the same with cleansers and toners too…
Which has been the most exciting part of creating your own skincare line? Which has been the most difficult?
Every success, new retailer or new development is exciting.
There are challenges every day, especially with a start-up, so the hardest thing is to always be resilient and find effective solutions to problems. It is really hard to find good packaging suppliers; I have had all sorts of nightmares on this front, although I have finally found a great supplier.
Was it difficult to break into the sustainable beauty industry? How can other companies look to make a shift towards sustainability?
It wasn’t too difficult as it was something that I built into the DNA from the beginning. In terms of advice for other companies, I would say that sustainability is a journey and you are never fully sustainable. You need to be willing to constantly adapt. It also needs to be a 360 degree approach; it cannot just be about one thing, but should cover People, Community and Planet!
Which is your favorite way to relax?
I like working out. I tend to work out 4-5 times a week. One session will be just cross-trainer because I tend to be travelling at least one day a week. I’m a member of Equinox in London so I tend to do a mix of different high-Intensity interval training classes there; this includes Tabata, Boxing and Barry’s style running classes. I might also mix this up with some Reformer Pilates at Heartcore and some Barre at Barrecore.
I also love spa treatments.I have a monthly at-home facial with Desi Valentine, who has recently launched Skinned App in London- a mobile app for advanced face and body treatments; she is amazing, and I have her Irene Forte Age-Defying facial which integrates microdermabrasion, ultrasound and LED with my products. I love going to the Spa at Brown’s for treatments when I can (or any of the Rocco Forte Spas I happen to be travelling to).
What is next for you and your namesake brand?
Following the guiding principle of sustainability, 2021 will see the evolution of our product portfolio into even more sustainable packaging, including refillables. It also sees the roll out of a series of serum boosters, responding to new scientific insight. We are also launching our Rigenerante Travel Kit which contains six of our top-sellers.
I’m opening my second Irene Forte Skincare-inspired spa (following the Hotel de la Ville Spa opening in Rome last year). This next one is at Villa Igiea in Palermo and opening in May 2021 (it was sadly delayed by a year due to Covid-19).
I’m also working on two new spa projects- The Carlton Hotel Spa in Milan, opening in 2023- and a spa in Florence which is part of some Rocco Forte serviced apartments.
A very special thank you to Irene Forte.
Photographer: @daniele.mango
LVR Stylist: Guiditta Goffredo
Location: Hotel de Russie @hotelderussie
