AN ESTEEMED spa specialist has swapped the US for North Wales to help drive the continued global growth of award-winning organic skincare collection Rhug Wild Beauty.
Cami Krier has relocated from North America to join the Corwen-based company as Head of Sales and Brand Management, as it builds on rising demand across the UK, Europe, the United States and the Middle East.
Produced on the 12,500-acre organic Rhug Estate, Rhug Wild Beauty has established itself as a distinctive force in the premium skincare market, with formulations powered by botanicals wild-foraged directly from its own land.
Ingredients are gathered from the estate’s fields, hedgerows and woodland, creating a rare level of provenance that continues to resonate with an increasingly international audience seeking transparency, sustainability and efficacy.
Cami brings more than 15 years’ experience across the beauty and wellness industry, from luxury spas and aesthetics clinics to brand education and product development, having worked extensively with independent brands across the US and Canada.
She is already well known to the business, having spent the past three years representing Rhug Wild Beauty in Canada as an educator, helping introduce the range to a new market of spa partners and retailers.
The move marks a shift from supporting the company overseas to helping shape its next phase of international growth from its source.
“I’ve seen how strongly Rhug connects with people outside the UK,” said Cami.
“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, Cami will lead efforts to expand spa partnerships, strengthen retail relationships and develop education programmes for stockists, with a focus on elevating Rhug Wild Beauty’s presence within the luxury wellness sector.
Rhug Wild Beauty is already stocked in a number of high-profile locations, particularly in London, where it can be found at Fortnum & Mason and the historic pharmacy John Bell & Croyden.
The range is also featured in signature treatments at The Langham’s Chuan Spa, placing it firmly within the capital’s luxury spa landscape. Beyond London, the company has built a growing network of stockists and spa partners across the UK, while continuing to expand its reach internationally.
Closer to home, it remains deeply connected to its origins, with a strong presence at the Rhug Estate Farm Shop and at leading spas across North and Mid-Wales, reinforcing its identity as a product of the land as much as of the lab.
Lord Newborough, owner of Rhug Estate, said the appointment reflects both the company’s progress and its 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, which holds a Royal Warrant and a series of sustainable accreditations including The Butterfly Mark, underpins every aspect of the collection. Its long-standing commitment to organic farming and biodiversity provides the foundation for the skincare range, ensuring that ingredients are not only sustainably sourced, but intrinsically linked to the landscape they come from.
For Cami, maintaining that connection while scaling internationally will be central to its future.
“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.”
