A SHREWSBURY-based beauty and wellness specialist is helping drive the next phase of growth for an organic skincare brand after it secured four national awards.
Cami Krier joined Rhug Wild Beauty six months ago, bringing more than 15 years’ international industry experience spanning product development, luxury spas, aesthetics, brand education and commercial growth.
Now based in Shrewsbury following a move to the UK, where her husband was raised, the Canadian-American is playing a key role in expanding the award-winning collection, developing new products and strengthening partnerships across luxury retail, spa and wellness.
Her arrival has coincided with further national recognition for the Corwen-based brand, which secured two Gold and two Bronze honours at the Natural Health Beauty Awards.
Rhug Wild Beauty won Gold for its Exfoliating Body Scrub with Rosemary and Rhug Honey and Hand and Nail Cream with Orange Peel Oil and Yarrow, alongside Bronze for its Nourishing Eye Cream with Elderflower and the wider Natural Heroes range.
“The awards are a huge achievement, particularly because one recognises the wider collection, and they come at such an exciting time for Rhug Wild Beauty,” said Cami.
“There is something incredibly special about having a luxury beauty brand where the story begins with the land itself. Since moving here, I’ve gained an even deeper appreciation for the heritage, landscape and origins behind Rhug, and that is something we want to protect as we continue to develop the brand.”
Cami is working across sales, product development, education and partnerships as Rhug Wild Beauty looks towards further expansion in 2027 and beyond.
New formulations, including an SPF and exfoliating cleanser, are in development, alongside a continued focus on sustainable innovation.
The brand is also growing its network of retail, spa and wellness relationships, with recent collaborations spanning luxury hospitality and destination wellness, including Chuan Spa at The Langham London, Bryn Tanat Hall and Iscoyd Park.
Lord Newborough, owner of Rhug Estate and founder of Rhug Wild Beauty, said: “These awards reflect the standards we’ve set out to build since the very beginning, and Cami’s first six months have already brought real momentum to the brand.
“Rhug Wild Beauty has always been rooted in the estate itself, and it’s fantastic to see that story resonating with new audiences.”
For Cami, living in Shrewsbury has also placed her within easy reach of the 12,500-acre organic Rhug Estate, where wild-foraged and cultivated botanicals are used in formulations combining nature with modern cosmetic science.
“We are continuing to grow while protecting the integrity and standards that make the brand special,” she said.
“The awards are a wonderful milestone, but they are also validation of the foundations already here. We have exciting new products, partnerships and opportunities ahead, and the focus now is on building upon those foundations thoughtfully – keeping the tradition, craftsmanship and connection to the land at the heart of everything we do.”
Cami is also representing Rhug Wild Beauty at key industry events this autumn, including the European Natural Beauty Market in Paris and Beauty Bulb Live in London, as the company continues to introduce its story to new audiences and develop opportunities for its next phase of growth.