Ground Wellbeing announces partnership with Jumeirah hospitality group

Ground Wellbeing has announced a collaboration with global luxury hospitality company Jumeirah.

The Cork-based spa and wellness business was founded in 2020 by Peigín Crowley. The former spa consultant began making her own range of products at her kitchen table during the Covid-19 lockdown. The brand has gone on to partner with many leading spas in Ireland and around the world.

A member of Dubai Holding, Jumeirah operates a portfolio of 30 properties across the Middle East, Africa, Europe and Asia.

Ground Wellbeing will initially launch at Jumeirah Carlton Tower in London, followed by Dubai’s Jumeirah Marsa Al Arab resort, and then more widely across Europe, the Middle East and Asia.

Posting on social media, Ground Wellbeing said the collaboration with Jumeirah also marks its debut in Dubai.

“This partnership reflects a shared commitment to exceptional guest experiences, combining Jumeirah’s dedication to holistic wellbeing with Ground’s expertise in natural, sustainable skincare and advanced massage rituals.

“Together, we aim to redefine wellness by bringing our purpose-driven treatments and rituals to Jumeirah’s renowned destinations across Europe, the Middle East and Asia. We are thrilled to expand Ground’s mission of meaningful wellness to a global audience, creating moments of connection, restoration and self-care for Jumeirah’s guests.”