Irish Spa Association co-founder, consultant and industry figure, Peigin Crowley, has unveiled an aromatherapy collection of balms and oils.

Called Ground, the new line is handmade, natural, vegan, cruelty-free and sustainable – with refill initiatives made available from launch phase and a philosophy to minimise carbon footprint at all times.

Ground is focused on promoting natural wellbeing through quality essential oils and has four families of products in its line – Talamh, for reconnection with nature; Codladh, to invite and encourage sleep; Beo, to provide inner strength; and Cúram, created specifically for children and use during pregnancy, to nurture and to care.

All blends are available as a bath salt but each individual range features a unique combination of aromatherapy products.

The brand offers a selection of oils for the body, face, hair, beard and during pregnancy. A face and body mask is also available, alongside face and body balms, with specific formulas for mothers and babies, children and adolescents.

Crowley explained that “Ground is born of spa therapy and my wish to bring wellness home.”

“I wanted to create a brand that focuses on rebuilding our ‘at-home’ relationship, that helps bring us back to ourselves, and reminds us of what really matters, especially during these unsettling times,” she said.

Crowley has a personal passion to make wellness accessible for the whole family, encapsulating something that is passed on from generation to generation.

“Our calming products and grounding rituals; created for men, women, and children, encourage us to tóg go bog é; to take it softly; to mind ourselves, and to mind those that we love.”

Ground’s launch kicked off with an exclusive partnership with Irish department store Brown Thomas.

Crowley shared her plans to expand the collection in April 2021 with a roll-out across the UK and Ireland. She also revealed that she’s in discussion with numerous wellbeing destinations about partnership opportunities.