‘Non-Sexy Self-Care’ Is The New Era Of Wellness

Award-winning Irish brand GROUND Wellbeing is eschewing ‘sexy’ pampering and anti-ageing treatments for a more purposeful holistic approach to longevity and self-care, says Juliet Herd.

GROUND Wellbeing’s Peigin Crowley Talks Holistic Self-Care

Trailblazer Peigin Crowley wants to ‘lift the bonnet on wellness’. The founder of Ireland-based GROUND Wellbeing is unapologetic about delivering treatments that focus on ‘non-sexy’ issues such as menopause, insomnia, gut health and cancer care.  

‘This brand isn’t about wrinkles or cellulite or how we look to the outside world,’ declares Peigin. ‘It’s about sleep, stress, hormone health and recovery. Tackling real life concerns allows people to feel they are actively taking care of themselves, listening to their own bodies. There’s a great sense of empowerment that stems from the belief, “It’s not about how you look, it’s about how you feel”.’

In the five years since this crusading holistic therapist embarked on her mission to encourage people to slow down and connect inwards, she has built an international brand that encompasses an award-winning natural skincare range and a major partnership with global hospitality group Jumeirah. Launched earlier this year at London’s Jumeirah Carlton Tower, GROUND treatments are being rolled out across the company’s properties in the Middle East, Europe and Asia.

When we meet Peigin at Carlton Tower’s Peak Fitness Club & Spa, she is full of praise for Jumeirah’s ‘bravery’ in embracing a new dimension to its spa offerings. ‘I was so impressed when they approached us and decided to move away from more of the beautifying, pampering treatments into solution-based wellbeing treatments,’ she says. 

‘For a lot of hotels there is an assumption when they hire spa therapists that they are already trained in massage. And, while they might be trained, it is typically Swedish or aromatherapy. There has been an evolution in advanced massage training, but it requires time and investment, and Jumeirah were 100% behind this. They didn’t see us as a product supplier, they saw us as an education partner, which elevates the partnership and, more importantly, elevates their team. It’s been a labour of love for both parties.’

The hotel’s therapists have been trained by Peigin’s team in lymphatic drainage, acupressure and vagus nerve techniques – all designed to alleviate stress, anxiety, mood swings and brain fog. Training has also encompassed women’s health issues, such as PMT, pregnancy and menopause, along with cancer care.

‘Working on cancer patients requires an understanding of how their cancer treatments have impacted their body and their health,’ Peigin explains. ‘While the [medical] treatments are vital to fight the cancer there can be some long-term impacts that include peripheral neuropathy, joint pain etc, which we, as massage therapists, can work on to help improve quality of life as a result. There are specific techniques that are used for scar tissue post-surgery, where we can assist in improving the range of motion in that area as well as helping to increase sensation around it, too.’

Jumeirah Carlton Tower

Hero treatment at Carlton Tower is the new Skin Biome Facial, designed to soothe and support the skin microbiome. It’s a potent cocktail of goodness, deploying probiotic-rich plant nutrition, lymphatic drainage and therapeutic massage to calm inflammation, reinforce the skin barrier and promote long-term healthy skin. A mindful massage of the abdomen, diaphragm and decollete, paired with guided breath work, not only releases all the tension in your body but allows you to drift into a state of deep relaxation.

‘The abdomen is an area that holds so much of our day-to-day stress, even if we are unaware of it,’ points out Peigin, whose experience in the wellness industry spans three decades. ‘The biome facial works by understanding less is more when it comes to the skin’s microbiome. Research shows how much stress can impact it. In fact, skin biopsies from patients with depression show higher levels of oxidative stress. Bringing about a deeply restful state in all our rituals but specifically the biome, helps to reduce stress levels and oxidative stress in the skin.’

‘There’s a strong focus on lymphatic support because inadequate lymphatic function can lead to imbalances in the skin and gut microbiome,’ she continues. ‘Every choice in this facial was made through the lens of understanding how we can support the biome in an effective way.’

The treatment incorporates all six products from the GROUND Skin Biome range, each of which is crafted with bio-identical botanical actives that work in harmony with the skin. There’s cotton seed oil to help replenish lipids and soften the skin, probiotics to support the skin’s natural defences, prebiotics to promote a healthy and resilient microflora, sodium hyaluronate to hydrate the skin, and jojoba oil to support barrier repair without clogging pores.

It was at the start of lockdown in 2020 that Peigin began making artisanal oils at her kitchen table in Cork, where she lives with her husband and two daughters. Previously, she had travelled the world designing award-winning spa experiences and products for prestigious hotel groups such as The Rosewood, Six Senses, Four Seasons and Bvlgari Hotels. 

‘Before lockdown, I would have been a big fish in a small pond in Ireland,’ she smiles. ‘When the pandemic happened these projects just dropped out of my diary. It was a bit of a fright, but I’m so grateful as it gave me the time and the bravery to create my own brand.’

All GROUND’s oils and balms are made using natural ingredients as well as being 100 percent vegan and animal cruelty-free. ‘Making artisan products is almost like making cocktails but it’s so important to use the best quality ingredients, including therapeutic grade essential oils,’ Peigin says.

The brand’s science-led botanical skincare range is equally holistic with each product formulated using natural, ethically sourced ingredients. New products include a lightweight moisturiser and repair mask. 

It’s also full steam ahead for the Jumeirah roll out with recent launches at the new Jumeirah Marsa Al Arab in Dubai as well as at Jumeirah Mallorca, followed by Oman, Kuwait, Qatar and Abu Dhabi later this year, and Asia in 2026. ‘The world is our oyster,’ declares Peigin. ‘We’re having a real ball.’

Skin Biome Facial, £195 (60min). jumeirah.com | groundwellbeing.com