Luxury hospitality company Jumeirah Group is updating its global spa offerings for 2025, introducing new facials and body treatments developed by Irish skincare and spa brand Ground Wellbeing.

Ground’s rituals will be introduced across Jumeirah’s international portfolio, initially launching in February 2025 at The Peak Fitness Club & Spa at Jumeirah Carlton Tower in London, followed by Jumeirah Marsa Al Arab, Dubai’s hotly anticipated 2025 opening, before being rolled out more widely in Europe, the Middle East and Asia.

Jumeirah Carlton Tower will roll out 12 Ground treatments and be the first hotel globally to offer The Biome Facial, a 60- or 90-minute facial designed to soothe and support the skin microbiome, carefully created for sensitive skin and for those going through chemotherapy.

Also exclusive to Jumeirah Carlton Tower for the first six months will be The Jet Lag Ritual – a 90-minute massage designed to nourish, restore and balance the body’s natural circadian rhythm.

Speaking on the partnership, Niamh O’Connell, Jumeirah’s VP of wellbeing, commented: “At Jumeirah, we believe in the importance of harnessing natural ingredients that not only nurture the body but also promote longevity and wellbeing.

“Together with Ground, we’re creating experiences that enrich the lives of our guests, to support a balanced and healthy mind and body."

Peigin Crowley, founder of Ground, added: “This collaboration allows us to introduce our wellbeing philosophy to an international audience while offering guests an indulgent, rejuvenating experience that aligns with their values of meaningful wellness and sustainability.”

A trained therapist and established industry consultant, Crowley launched Ground in 2020 in the depths of lockdown to encourage people to slow down and connect inwards to achieve longevity through purposeful self-care.

The vegan and cruelty-free brand is inspired by “sincere wellbeing” and designed to address symptoms associated with menopause, gut health, sleep, burnout and cancer care.

Ground’s offering consists of a range of skincare, bodycare, wellbeing and at-home wellness products.