US spa specialist relocates to North Wales to support Rhug Wild Beauty’s global expansion

Daniel Bevan - Editor

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An experienced spa and wellness professional has relocated from the US to north Wales to support the international growth ambitions of Rhug Wild Beauty.

Cami Krier has joined the Corwen-based skincare brand as Head of Sales and Brand Management, marking a strategic hire as the company builds on increasing demand across the UK, Europe, the United States and the Middle East.

Produced on the Rhug Estate, a 12,500-acre organic estate, Rhug Wild Beauty has carved out a niche within the premium skincare market through its use of botanicals wild-foraged directly from the surrounding land.

Ingredients are sourced from the estate’s fields, hedgerows and woodland, offering a level of traceability and provenance that is increasingly valued by global consumers.

Krier brings more than 15 years’ experience in the beauty and wellness sector, spanning luxury spas, aesthetics clinics, product development and brand education.

She has worked extensively with independent brands across the US and Canada and is already familiar with Rhug Wild Beauty, having spent the past three years representing the brand in Canada as an educator.

Her relocation signals a shift from supporting the brand in overseas markets to playing a central role in its global strategy from its North Wales base.

“I’ve seen how strongly Rhug connects with people outside the UK,” said Krier.

“There’s a real appetite for products that are not only natural but genuinely rooted in place. Being here on the estate, where everything begins, gives you a completely different understanding of the collection and what it can become globally.”

In her new role, she will focus on expanding spa partnerships, strengthening retail relationships and developing education programmes for stockists.

Rhug Wild Beauty already has a presence in high-end retail and hospitality venues, including Fortnum & Mason and John Bell & Croyden in London.

The range is also used in treatments at Chuan Spa at The Langham, reinforcing its position within the capital’s luxury spa market.

Alongside its London footprint, the brand continues to grow its network of stockists and spa partners across the UK while expanding internationally.

Despite this growth, it maintains strong ties to its origins, with a presence at the Rhug Estate Farm Shop and across leading spas in North and Mid Wales.

Lord Newborough, owner of Rhug Estate, said the appointment reflects both the company’s recent momentum and future ambitions.

“We’ve seen real momentum internationally, and Cami has been part of that journey already,” he said.

“Bringing her over from the US allows us to build on that in a more focused way. She understands how the collection translates globally, but also what makes it authentic here in North Wales. That balance is important as we continue to grow.”

The estate itself underpins the brand’s positioning, holding a Royal Warrant and sustainability credentials including The Butterfly Mark, with a long-standing focus on organic farming and biodiversity.

This approach forms the foundation of the skincare range, linking product development closely to the landscape.

For Krier, preserving that connection while scaling internationally will be key to the brand’s next phase.

“The strength of Rhug is that it comes from a real place – and you can see and feel that in the products,” she said.

“The opportunity now is to take that story to more people around the world, while keeping that sense of origin intact. That’s what makes it stand out.