Luxury skincare brand strengthens international ambitions with new Head of Sales and Brand Management
AN ESTEEMED spa specialist has swapped life in North America for North Wales in a move aimed at supporting the continued international growth of the award-winning organic skincare brand Rhug Wild Beauty.
Cami Krier has relocated from the United States to join the Corwen-based company as Head of Sales and Brand Management, as the business builds on increasing demand across the UK, Europe, the US and the Middle East.
Produced on the 12,500-acre organic Rhug Estate, Rhug Wild Beauty has become a distinctive name in the premium skincare market, using botanicals wild-foraged directly from the estate’s fields, hedgerows and woodland.
The company says this rare level of provenance continues to appeal to an increasingly international audience seeking transparency, sustainability and effectiveness in skincare products.
Cami brings more than 15 years of experience in the beauty and wellness industry, spanning luxury spas, aesthetics clinics, brand education and product development. She has worked extensively with independent brands across the US and Canada.
She is already well known to Rhug Wild Beauty, having spent the last three years representing the brand in Canada as an educator, helping introduce the range to new spa partners and retailers.
Her move marks a shift from supporting the business overseas to helping shape its next phase of global growth from its base in Wales.
“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 increasing Rhug Wild Beauty’s profile within the luxury wellness sector.
The collection is already stocked in several high-profile locations, particularly in London, including Fortnum & Mason and historic pharmacy John Bell & Croyden. It is also used in signature treatments at The Langham’s Chuan Spa, cementing its position in the capital’s luxury spa market.
Beyond London, the company has developed a growing network of stockists and spa partners across the UK, while continuing to expand internationally.
Closer to home, the brand remains strongly connected to its roots, with a presence at the Rhug Estate Farm Shop and in leading spas across North and Mid-Wales.
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.”
Rhug Estate, which holds a Royal Warrant and sustainable accreditations including The Butterfly Mark, underpins the skincare range through its long-standing commitment to organic farming and biodiversity.
Cami said maintaining that connection to the land while expanding internationally will be key.
“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.”
For further information visit www.rhugwildbeauty.com or follow @rhugwildbeauty on social media.
For updates from Rhug Estate visit www.rhug.co.uk and follow @rhugestate.
