PURIST: What led you to craft natural luxury beauty products?
Irene Forte: I started from my family’s business, which is hotels. I was looking for an Italian brand, because the spas are predominantly based in Italy, and we’re Italian. I was looking for something that was natural, sustainable and looked good on a retail shelf. I started thinking a little bit about using ingredients from the farm we have in Sicily at Verdura Resort, where we also have a 4,000-square-meter spa. I teamed up with Dr. Francesca Ferri, who has been formulating for 40 years, with an organic cosmetic matrix. She was super excited about using farm ingredients, and also ingredients from Sicily. We went to a number of iterations and an eight-product range turned into 26. I launched 26 products at once. This was really just before COVID.
PURIST: This summer you’re coming to Montauk. How did that come about, and what are your plans there?
IF: We’re slowly building out our spa business in the U.S. with the right partners. Gurney’s in Montauk seemed like the perfect fit for us. We’re excited to be offering 60-minute and 90-minute customizable facials.
PURIST: You have really special ingredients, like in the Pistachio Face Mask, Prickly Pear Face Cream and Hibiscus Serum. What are the benefits of some of those ingredients?
IF: Hibiscus is our star ingredient. We extract peptides from the hibiscus seeds; in trials they were shown to actually relax the muscles in the face. They’ve been dubbed nature’s Botox. The Prickly Pear Face Cream has prickly pear polysaccharides. They’re kind of considered the plant version of hyaluronic acid. Pistachio is very rich in omegas, which are hydrating, nourishing and protect the skin. There are a number of other great ingredients—olive oil is certainly rich in omegas, and rich in vitamin E. The olive oil is from our farm in Sicily.
PURIST: That’s pretty special to have it sourced where you’re making the products.
IF: We produce 100 percent in Italy. By bringing the Italian luxury experience to our customers, we transport people to Sicily.
PURIST: The new Rose Body Oil is real rose petal. It’s not like a synthetic scented oil.
IF: It’s got ximenynic acid, which is derived from sandalwood, and is an anti-cellulite ingredient. It’s a nice combination of high-tech, excellent science ingredients with the best of nature. All natural ingredients from the farm. ireneforteskincare.com