EPISODE · Sep 4, 2025 · 51 MIN
Reinventing a heritage beauty brand with Borghese COO Dawn Hilarczyk — plus, industry news
from Rooibos cosmetics · host Brendalin
What does it take to successfully reinvent a heritage beauty brand? Industry veteran Dawn Hilarczyk is on a mission to completely transform Borghese, the 68-year-old heritage brand famous for its Italian skin care and Fango mud masks — and it’s working. In today’s episode, Hilarczyk dives into the nitty-gritty of her brand turnaround efforts. She breaks down her strategy in great detail, from cleaning up the brand’s Amazon presence and expanding into Ulta Beauty, to reestablishing a social presence and reducing the brand's SKU count from 87 to 27. But first, host Lexy Lebsack is joined by Glossy senior reporter Emily Jensen to walk through the biggest news stories of the week. First up is specialty beauty retailer Violet Grey’s acquisition of clean beauty retailer The Detox Market. The deal was reportedly quietly closed earlier this year. Founder Cassanda Grey purchased Violet Grey in September of 2024 from Farfetch alongside private-equity investor Sherif Guirgis, who later transitioned into its CEO. Lebsack and Jensen also discuss the latest GLP-1 news, including a possible new pill form of the drug and the rumored connection between the rise of GLP-1s and gourmand fragrances. Finally, the duo discuss changes at Estée Lauder Companies-owned Tom Ford, including new spokesperson Tilda Swinton and new creative director Haider Ackermann, and what it all means for luxury fragrance.
What this episode covers
What does it take to successfully reinvent a heritage beauty brand? Industry veteran Dawn Hilarczyk is on a mission to completely transform Borghese, the 68-year-old heritage brand famous for its Italian skin care and Fango mud masks — and it’s working. In today’s episode, Hilarczyk dives into the nitty-gritty of her brand turnaround efforts. She breaks down her strategy in great detail, from cleaning up the brand’s Amazon presence and expanding into Ulta Beauty, to reestablishing a social presence and reducing the brand's SKU count from 87 to 27. But first, host Lexy Lebsack is joined by Glossy senior reporter Emily Jensen to walk through the biggest news stories of the week. First up is specialty beauty retailer Violet Grey’s acquisition of clean beauty retailer The Detox Market. The deal was reportedly quietly closed earlier this year. Founder Cassanda Grey purchased Violet Grey in September of 2024 from Farfetch alongside private-equity investor Sherif Guirgis, who later transitioned into its CEO. Lebsack and Jensen also discuss the latest GLP-1 news, including a possible new pill form of the drug and the rumored connection between the rise of GLP-1s and gourmand fragrances. Finally, the duo discuss changes at Estée Lauder Companies-owned Tom Ford, including new spokesperson Tilda Swinton and new creative director Haider Ackermann, and what it all means for luxury fragrance.
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Reinventing a heritage beauty brand with Borghese COO Dawn Hilarczyk — plus, industry news
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