An award-winning organic skincare brand is strengthening its international growth strategy with a key leadership appointment, as it continues to expand its presence across multiple global markets.
Cami Krier, an experienced spa and wellness specialist, has relocated from North America to North Wales to join Rhug Wild Beauty as Head of Sales and Brand Management. Her appointment comes at a time of increasing demand for the brand across the UK, Europe, the United States and the Middle East.
Produced on the 12,500-acre organic Rhug Estate, Rhug Wild Beauty has carved out a distinctive position within the premium skincare sector. Its formulations are powered by botanicals that are wild-foraged directly from the estate’s own land, with ingredients gathered from fields, hedgerows and woodland.
This close connection between product and place has helped the brand resonate with a growing international audience seeking transparency, sustainability and proven results.
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 United States and Canada.
Already familiar with the company, she spent the past three years representing Rhug Wild Beauty in Canada as an educator, helping introduce the collection to a new network of spa partners and retailers.
Her relocation marks a transition from supporting the brand overseas to helping shape its next phase of global growth from its origin.
“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 focus on expanding spa partnerships, strengthening retail relationships and developing education programmes for stockists, with an emphasis on elevating the brand’s presence within the luxury wellness sector.
Rhug Wild Beauty is currently stocked in a number of high-profile retail and hospitality locations, including leading department stores, pharmacies and luxury spa destinations. The brand has established a strong footprint in key urban markets while continuing to grow its network of international partners.
At the same time, it remains closely tied to its origins, maintaining a strong presence on the estate itself and across regional spa locations, reinforcing its identity as a product shaped by both nature and science.
Lord Newborough, owner of Rhug Estate, said the appointment reflects both the company’s progress and its 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, which holds a Royal Warrant and multiple sustainability accreditations, underpins every aspect of the collection. Its long-standing commitment to organic farming and biodiversity forms the foundation of the skincare range, ensuring ingredients are sustainably sourced and intrinsically connected to their natural environment.
For Cami, preserving that connection while scaling internationally will be central to the brand’s 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.”
As Rhug Wild Beauty continues to expand its global footprint, Cami’s appointment signals a renewed focus on strengthening its international presence—bringing a nature-led skincare collection to an increasingly worldwide audience.
