Borghese Skincare is expanding its hero franchise with the launch of Fango Purificante, a purifying mud mask for face and body retailing at $56 on the brand’s website starting Monday — the first new Fango product the brand has introduced in several years.
The impetus came from an unlikely source. Chief operating officer Dawn Hilarczyk has been using Reddit as a social listening tool for the past two years and noticed acne and blemishes consistently ranking among the top skin concerns being discussed. “How could we make a product that purifies and detoxifies, but also nourishes, which is who we are?” she said.
The original Fango mask has become one of those quietly legendary products — 40 years old, sold at a rate of roughly one per minute, putting its estimated annual run rate at around $30 million. It’s stocked at Neiman Marcus, Bloomingdale’s, Dillard’s, Macy’s, Ulta Beauty and Amazon. Hilarczyk said bigger announcements and distribution expansion are coming in 2026, though she has been deliberate about choosing the right partners. A recent collaboration with Prabal Gurung during New York Fashion Week reflected the brand’s interest in the fashion-beauty intersection — an overlap Hilarczyk sees as increasingly significant, particularly through the lens of nineties fashion’s emphasis on skin.
Gurung spoke about the partnership in personal terms. “I used to watch my mom get ready in front of a vanity in her skin care routine, all of that stuff, and how everything transformed when she was going out,” he said. “Fashion, getting ready, clothes, skin care — it’s a very ceremonial process.”
The new launch also reflects a shift in Borghese’s consumer base. The brand’s customer profile has been skewing younger over the past two years, while still holding its core base — more than 50 percent of customers remain 50 and over. Rather than a regimented routine approach, Hilarczyk said the brand deliberately designs for intuition. “We allow it to be intuitive so you feel your best.”