Introduction: Borghese was established in 1957 by Princess Marcella Borghese, combining Italian craftsmanship with modern skincare science. Known for its Tuscan spa roots, the brand offers results-driven formulations that resonate with a multi-generational audience.
In this conversation with The Moodie Davitt Report Senior Reporter Ameesha Raizada, Borghese Chief Operating Officer Dawn Hilarczyk talks about the brand’s rich heritage and its commitment to sustainability. As Borghese looks to strengthen its travel retail footprint, Hilarczyk delves into the brand’s strategy to engage travellers across key markets.
Princess Marcella Borghese’s legacy is inseparable from the luxurious yet accessible ethos that still defines the brand today.
Hilarczyk describes Princess Marcella as “a game changer ahead of her time”, noting her dedication to philanthropy and role within the Italian royal family.
The princess was inspired by the Tuscan spa retreats she frequented and envisioned a world where selfcare was not an indulgence but a necessity.
Hilarczyk says: “Everyone should have the opportunity to experience skincare products at home that offer the same results as a spa, and this continues to shape everything we do.
“Our products combine botanical ingredients with modern science, offering multi-faceted benefits. It’s not just about feeling like you’re at a spa; it’s about high efficacy and Italian quality.”
Borghese currently offers 27 core products spanning face and bodycare. Hilarczyk remarks: “Our products are gender neutral and suitable for all ages. We don’t differentiate by packaging and keep fragrance minimal.”
The brand caters to a cross-section of generations from Baby Boomers to Millennials. Hilarczyk says: “We have Boomers who were the first to try our products years ago, and they’ve since passed that down to Gen X and Millennials.
“Many customers say, ‘I learned about this product from my grandmother and my mother introduced me to it’ – it’s been carried down through the generations.”
In terms of business strategy, this multi-generational appeal is particularly effective in travel retail, where Borghese sees significant growth potential.
“Borghese is perfectly positioned for travel retail, aligning seamlessly with the global traveller’s desire for renowned brands, exclusive gifting options and effective, minimalist skincare – all wrapped in a luxurious experience,” says Hilarczyk.
“We know Millennials and Gen X want experiences, whether it’s in beauty, fashion or travel. Borghese speaks directly to this mindset.”
‘It’s about transparency’ at Borghese
Sustainability is an increasingly important pillar for Borghese as consumers become more environmentally conscious.
Hilarczyk mentions: “Sustainability is, and always has been, top of mind for us. Our packaging is recyclable, and we’re working on transitioning to even more sustainable packaging for new products.”
The brand’s hero product, the Advanced Fango Active Mud Mask, has been sold in glass jars for nearly 40 years. She says: “We think carefully about how our packaging can be reused.
“We just launched a campaign encouraging customers to upcycle their Fango jars for personal use once the product is finished.”
Hilarczyk’s personal passion for sustainability has been a key driver in Borghese’s approach. “I’ve been involved in sustainable brands throughout my career. As COO, I feel it’s my responsibility to look at sustainability from conception to consumer.
“We’re not there yet, but we’re making progress and educating our consumers about minimal packaging and sustainability.”
She works closely with manufacturing partners to monitor ingredient sourcing. Hilarczyk notes: “For us, it’s about transparency. We talk about our product ingredients, explaining their benefits and why they’re essential for consumers.
“We’re not going to put an ingredient into a product because it’s trendy, if it does not have scientific benefits.”
Hilarczyk agrees that social media is populated with skincare specialists who throw ingredients around. “We say niacinamide or vitamin C or retinol. At Borghese, we’re trying to educate customers about the difference.”
For example, the brand has a vitamin C product that is sold in single-dose capsules. “Why? Because vitamin C is tricky. It degrades, gets sticky and doesn’t play well with others. When you encapsulate it on its own, you can control the efficacy and potency. It’s not just another vitamin C product thrown into a moisturiser or cream.
“Why is our mud mask different? It’s nourishing and detoxifying – we go above and beyond to talk about why the product ingredients make sense for the consumer.”
Experiential retail on the rise
Travel retail is a key focus for Borghese, particularly in markets such as North America and Asia. The brand is currently expanding its presence in South Africa, and Europe will be a big focus next year.
Hilarczyk says: “We know our customers are travel-centric, so it’s important for us to be in the best locations for them.”
The brand is planning to introduce its spa services to duty-free environments. “We’re not just interested in being on a shelf, we want to offer spa-like experiences in travel retail.
“Our microdose facial, a 15-minute treatment, is something we’re looking to bring into this space. It’s perfect for those who want to relax and rejuvenate pre- or post-travel.”
In the competitive luxury skincare category, Borghese’s focus on multifunctional, spa-like products gives it a distinctive edge. “We sit at the premium level of luxury skincare, and 60% of our business is skincare but we also do bodycare,” says Hilarczyk.
“What differentiates us is that we own the mud and mask category. Our Fango mud mask is our number one SKU globally, and we sell one every hour.”
According to Hilarczyk, for a brand to succeed in travel retail, it has to be mindful. She outlines three factors that contribute to this: brand reputation, an innovative service and a positioning that offers travelling shoppers something compelling.
“I think our biggest opportunity in travel retail is exclusive market offerings tailored to travel, which we’re already doing. We can accelerate that and elevate experiences catering to pre-flight skincare needs.”
Hilarczyk also highlighted product developments that selfcare enthusiasts can look forward to. “In June, we launched our Overnight Resurfacing Mask with AHA and BHA.
“It’s perfect for busy or frequent travellers. You put it on at night and wake up with rejuvenated skin. It’s the ultimate beauty sleep product.”
This autumn, Borghese has introduced its ‘Italian Recipe’ campaign to highlight a minimalistic skincare routine featuring three core and two specialist products.
Putting customers first
While Borghese frequently collaborates with influencers, the brand is selective, focusing on thought-leaders and changemakers rather than opting for the traditional ‘pay-to-play’ influencer model.
“We are not just working with influencers for a viral moment,” says Hilarczyk. “For us, it’s about working with individuals who are experts in their craft, from authors to fashion stylists.”
Rather than relying on influencers to create buzz, Borghese’s biggest advocates are its customers. Hilarczyk highlights the importance of organic engagement in the brand’s marketing strategy.
“Our biggest influencers are our customers. If you go on our social media, you’ll see that they engage frequently.
“They’re passionate about the brand, and word of mouth is our secret weapon. Consumers want to talk about the brand, share their experiences and be heard.”
As Borghese continues to expand, its digital marketing strategy adapts to different regional platforms and preferences. In China, Borghese engages consumers through platforms such as Little Red Book and WeChat.
Similarly, in South Africa Facebook remains the dominant social platform, while Instagram is slowly gaining traction.
“We create content specifically for each platform depending on the market,” says Hilarczyk. This tailored approach allows the brand to stay relevant regardless of the location.
At the heart of Borghese’s growth strategy is an emphasis on authenticity, thought leadership and a genuine connection with its consumers. ✈
