Introduction: Italian skincare house Borghese is building its presence in the cruise channel through a partnership with Hematian Family Duty Free (HFDF).
In this interview, Borghese Chief Operating Officer Dawn Hilarczyk discusses how cruise retail is integral to the brand’s international expansion, its debut assortment with HFDF and the role of experiential retail in bringing Borghese’s Italian spa heritage to life at sea.
She also outlines how the brand’s ‘Minimum Steps, Maximum Results’ philosophy is designed to resonate with today’s results-driven skincare consumer.
The Moodie Davitt Report: How did your partnership with HFDF come to be? What values and goals do you share?
Dawn Hilarczyk: Our partnership with HFDF came together through a shared mission for innovation, elevated retail experiences and a deeply consumer-centric mindset. HFDF’s forward-thinking approach to cruise retail aligns naturally with Borghese’s philosophy of meeting the consumer where she lives and travels.
As an Italian skincare brand rooted in heritage and craftsmanship, Borghese has always balanced luxury with accessibility. We both believe in delivering exceptional quality through experiences that feel immersive yet approachable. Together, we are creating new pathways for discovery, bringing clinically tested, high-performance skincare to a global audience in a way that feels personal, relevant and inspiring.
What makes the cruise channel, particularly with partners such as Seabourn and Holland America Line, a compelling platform for Borghese at this stage of its global expansion?
The cruise channel gives us access to a highly engaged, discerning consumer who values wellness, culture and experience. It also aligns closely with Borghese’s core demographic, including older Millennials and Gen X consumers seeking effective, trustworthy skincare that fits seamlessly into their lifestyles.
Partners such as Seabourn and Holland America Line create environments where guests are naturally open to discovery and indulgence. This gives us an opportunity to connect with consumers through a channel they already love while introducing skincare that is elevated yet attainable. It is a natural extension of our global expansion strategy, grounded in intentional, high-quality engagement.
The initial roll-out features a curated selection of ten SKUs, including the Fango Active Mud Mask. What guided the assortment strategy for this channel?
Our assortment strategy was guided by three principles: heritage, performance and relevance to the travel lifestyle. At the heart of Borghese is our ‘Italian recipe for healthy skin’, inspired by Italy’s rich mineral landscapes and botanical traditions.
We curated a focused edit of hero products, including our hero Fango Active Mud Mask, alongside sets that make high-performance skincare simple and approachable. Travel can challenge the skin through dehydration, climate changes and fatigue, so the assortment was selected with those needs in mind.
Ultimately, it reflects our philosophy of ‘Minimum Steps, Maximum Results’ – highly effective skincare that works quickly and gives consumers something increasingly valuable: the gift of time.
In your view, what sets Borghese apart from other skincare brands in the cruise sector?
What sets Borghese apart is our ability to combine clinically tested efficacy with a sensorial, approachable luxury experience. Today’s consumer is looking for skincare that delivers visible results without unnecessary complexity, which is at the heart of our philosophy: Minimum Steps, Maximum Results.
Our formulas are rooted in science and inspired by Italian spa traditions, creating a balance between performance and indulgence. In the cruise environment, that translates beautifully: skincare that feels luxurious yet attainable, effective yet effortless, and particularly well suited to a traveller who values both results and experience.
Are there plans to integrate experiential elements, such as skincare rituals or demonstrations, to bring the brand’s heritage and efficacy to life at sea?
Absolutely – and we have already begun. Following our initial retail launch with HFDF, Borghese joined a week-long private charter onboard Holland America Line’s Zuiderdam, creating an immersive brand discovery experience for approximately 1,200 guests.
Throughout the week, guests were invited to experience complimentary mini skincare treatments and discover the brand through hands-on rituals featuring some of our hero products.
The activation allowed us to take Borghese beyond the shelf and introduce our Italian spa heritage, products and techniques in a personal and memorable way.
Experience is central to how we connect with consumers, and we see tremendous opportunity to continue integrating these discovery moments into the cruise retail environment.
How does this partnership with Hematian Family Duty Free reflect Borghese’s wider ambitions in travel retail?
Travel retail has become an important strategic growth channel for Borghese, offering a unique opportunity to engage a global consumer in an environment built around discovery. As consumer behaviour evolves, it is increasingly important for us to show up in the places and channels where she naturally explores new brands.
Our partnership with HFDF represents a significant milestone as our first major step into cruise retail and reflects our broader ambition to grow thoughtfully within travel retail. We prioritise partners who share our commitment to elevated execution and exceptional customer experience, ensuring every touchpoint reflects the integrity of the Borghese brand.
Looking ahead, what are your key priorities for the channel over the next three to five years?
Over the next three to five years, our focus is on strategic growth while staying true to our Italian heritage and consumer-first approach. We see strong opportunities to expand our presence across Europe, including Italy and the UK, while continuing to build momentum in Asia and travel retail.
Across markets, our priority is to deepen engagement through elevated, experience-driven retail. Whether at sea or beyond, we will continue to meet consumers where they are, delivering transformative skincare that feels both luxurious and accessible while reinforcing Borghese’s position in results-driven Italian skincare. 🛳️
