Borghese’s renaissance is going strong. 

The Italian skin and body care brand is gearing up for a busy fall, as it opens a four-month spa residency at Printemps in New York City, launches on Ulta.com and Bloomingdales.com, preps for New York Fashion Week partnerships and celebrates the 40th anniversary of its bestselling mud mask Fango, one of which is sold every minute, with out-of-home activations. WWD previously reported that Borghese was on track to reach $50 million in sales this year.

Through its spa residency at Printemps, guests can choose between three facials, including the Borghese Purificante Facial featuring its Fango Purificante Mud Mask, which is currently exclusive to Printemps, Borghese From Roma with Glow Facial and Borghese Sculpt and Restore Facial, in 20, 50 or 80 minute sessions, starting at $125. All the facials will feature Fango and unique massage techniques featuring marble tools. This marks Borhgese’s first spa in over a decade, per chief operating officer Dawn Hilarczyk.

“Borghese is giving back the gift of time. Fango, you do in five minutes. When you’re in Italy, you’re reclaiming this gift of time,” said Hilarczyk, adding that guests will also take home a full-size Borghese product after their service. “[Printemps is] such a luxurious European retailer that pride themselves on service and culture. That’s who we are at Borghese. It’s a way for us to bring back our Italian roots, which we started in the at-home spa to the consumer in 20 minutes.”

Alongside this activation, Borghese is doubling down on its retail presence with existing partners like Macy’s and new partners like Ulta.com, Bloomingdales.com and Neiman Marcus.

“I don’t care where she shops, just shop Borghese. We need to meet the customer where she is, and the reality is, she does shop at at Ulta and at Neiman’s, and she shops at Amazon,” said Hilarczyk.

As Hilarczyk has been focused on Borghese’s renaissance the last year, she said that the brand has experienced several wins. Fango sales are up 60 percent from last year; Borghese’s direct-to-consumer business is up 21 percent with 34 percent coming from new customers; Borghese’s Amazon business is up 61 percent with 70 percent coming from new customers, and the brand has secured five new retailers, eight new spas, four licensing agreements and launched on TikTok Shop. With this, Hilarczyk shared that there will be retail expansion and global expansion this year, as well as new product launches in 2026.