Founder Peigín Crowley has over 28 years of experience in the spa industry, a true wellness curator at heart, Peigin designs award-winning spa experiences and products with a strong focus on wellbeing for the most luxurious resort destinations in the world from The Rosewood, Six Senses, Four Seasons, Kempinski & Bulgari Hotels. She has mastered an innovative and engaging style of development and design that creates a fluid path to transformative experiences and intuitive self-care.

Peigín Crowley’s love of massage and skincare began in childhood, but it was a career that almost didn’t happen—her father insisted she get a degree before training in beauty therapy. She did both, and at 20, took a job as a spa therapist on cruise ships, traveling the world and mastering advanced massage techniques from global experts. This hands-on experience shaped her intuitive approach to wellness, allowing her to read the body beyond textbook methods. Returning to Ireland, she worked with Elemis and Estée Lauder before becoming a sought-after spa consultant, designing luxury wellness experiences for Adare Manor, The Cliff House, and The Merrion. But after decades in high-end spas, she saw that true self-care needed to be more than indulgence, it had to be accessible, deeply therapeutic, and rooted in everyday life. When the pandemic halted her consultancy work in 2020, she saw an opportunity to create exactly that.

GROUND was born at the kitchen table in 2020, deep in lockdown. When the world shut down in 2020, so did Peigín’s consultancy work. With spas closed and an uncertain future ahead, she found herself back at her kitchen table, blending oils by hand—not just as a creative outlet, but as a response to what people truly needed. Years of working with the body had taught her that wellness wasn’t about luxury, it was about sleep, stress, hormone health, and recovery. PeigÍn, was unafraid to depart from traditional spa menus that focused on beauty, pampering, and anti-aging, and followed her heart in developing treatments and products that supported people through real-life challenges. Peigín poured everything into GROUND her experience, her savings, and her belief that self-care should be a necessity, not a privilege. She launched with a small batch of products, with her daughters and mother helping to pack orders. Her mission is to encourage us all to slow down and connect inwards in order to achieve longevity through purposeful self-care and education. 

In 2021, Peigín expanded the brand to focus on women's health developing hands on treatments and products for PMS, pregnancy and menopause. In 2022, she made a deep commitment to cancer care with the development of treatments and products designed to provide comfort and skincare relief to those undergoing cancer treatment, surgery, and beyond. In 2023, the focus was gut health and the Vagus Nerve, while 2024 has seen the launch of the fascinating Lymphatic Support ritual. 2025 was a new chapter in Skin Wellness that saw Peiign launch the new Biome Skincare range, designed to nourish and support the skin’s microbiome, reinforcing barrier health from the outside in.

It is in this inclusive space that Peigin excels, partnering with Little Kneaders to develop sensory dough for children with additional needs, to then researching and creating wellbeing treatments for Loveday, a company of care homes in the UK looking after those suffering with dementia and alzheimers.

Peigin lives in Cork with her husband Shane and two daughters Anna Louise & Bella. She spends her time working with her 'world class' team, growing and developing her brand and learning everyday.