The Sicilian Inspiration Behind Irene Forte’s Wellness Brand

For Irene Forte, Sicily was never simply the location of one of her father’s hotels.

The island became the inspiration behind both her bestselling skincare brand and the growing Irene Forte Spas portfolio across Rocco Forte Hotels.

As the daughter of Sir Rocco Forte, hospitality has always been part of her world. Wellness also played an important role in her life from an early age.

“I was very sporty, a runner like my father, and nutrition had always been important to me,” she reflected during a keynote presentation at the recent Rocco Forte Hotels Meetings & Events Showcase.

But it was time spent at Verdura Resort during a year out from university that would ultimately shape her passion and career. Surrounded by olive groves, coastline and open countryside, Irene spent her days immersed in nature. One of her favourite places to hike was the hilltop town of Caltabellotta, now an emerging Blue Zone, where she later got married and became an honorary citizen.

Evenings were spent in the spa, experimenting with products and learning from the spa director. The experience sparked a growing fascination with wellbeing within the hospitality environment. Early roles at Rocco Forte Hotels led Forte to think more deeply about wellness for hotel employees and and guests.

That thinking eventually led to the launch of Irene Forte Skincare, developed in partnership with scientific director Dr Francesca Ferri, an expert in natural medicine and skincare science.

But for Forte, the connection to Sicily runs far deeper than ingredients alone. “Verdura and Sicily are the glue that connects everything,” she said. “Sicily isn’t just where we source ingredients. It’s very much the soul of my brand.”

Olive oil from Verdura’s estate became one of the first cornerstone ingredients, followed by pistachio, prickly pear, hibiscus, white wine extracts and botanicals sourced from across the island. These natural ingredients are combined with clinically proven actives and biotechnology, a concept Forte describes as “the Mediterranean diet for skin”.

Working closely with local farmers, artisans and environmental initiatives across Sicily is an important part of the brand’s sustainable ethos. “We really take a 360-degree approach to sustainability and are proudly B Corp certified,” said Forte. “Working so closely with nature means we want to respect it deeply.”

Alongside the brand’s wider philosophy, innovation and product development remain central to its growth. Forte’s personal favourites from the range include the Hibiscus Night Cream, which she revealed now accounts for almost a quarter of global sales.

Looking ahead, she spoke enthusiastically about several new products, including the recently launched Phytomelatonin Rejuvenating Eye Cream and new treatments inspired by Sicilian botanicals, sea minerals and volcanic elements drawn from the Mediterranean landscape.

But perhaps most refreshing is Forte’s balanced perspective on wellness itself. Despite operating in an industry increasingly dominated by restrictive diets, endless supplements and punishing routines, she believes many people are overcomplicating wellbeing.

“I think things have gone a bit far,” she reflected. Instead, her own approach remains relatively simple: family, movement, sleep, strong relationships, time outdoors and a balanced Mediterranean approach to food.

Not deprivation, perfection or taking things to extremes.

But creating products and environments that help people feel healthier, happier and more connected to each other and the world around them.

Find out more about Rocco Forte Hotels’ wellness philosophy and our Irene Forte Spas: Rocco Forte Wellness