2020
The Beginning
Peigín launches GROUND from her kitchen table, with a first order from Brown Thomas.
Our story
Wellbeing for
Real Life
GROUND was born at the kitchen table in 2020, from a belief that true self-care can be best understood through the body, ritual & scent. Learning daily habits that ground & balance us through consistency & nervous system regulation.
Our founder
Peigín
Crowley
Peigín first completed an arts degree in college before going on to train as a beauty therapist, where her love of massage and skincare took hold. At 20, she took a job as a spa therapist on cruise ships, travelling the world and learning advanced massage techniques from experts along the way. That hands-on experience shaped her intuitive approach to wellness, and taught her to read the body beyond the textbook.
Back in Ireland, she worked with Elemis and Estée Lauder before becoming the spa & wellness consultant, designing wellness experiences for Adare Manor, The Cliff House and The Merrion. Over more than 30 years in the spa industry, she has created spa experiences and products for luxury destinations around the world, including The Rosewood, Six Senses, Four Seasons, Kempinski, Capella and Bvlgari hotels.
By understanding our body's relationship with scent and the effect it has on our nervous system, we can create transformative self-care rituals at home and hands on experiences in spa that connect the mind, body and soul while respecting our planet.
2020
Born at the
Kitchen Table
When the world shut down in 2020, so did Peigín's consultancy work. With spas closed and an uncertain future ahead, she found herself at her kitchen table blending oils by hand, not just as a creative outlet, but in response to what people truly needed.
Years of working with the body had taught her that wellness isn't about how we look. It's about how we feel, sleep, stress, hormonal change and recovery. Unafraid to step away from traditional spa menus built around pampering and anti-ageing, she followed her heart and developed treatments and products to support people through real life.
Peigín poured everything into GROUND: her experience, her family savings and her belief that self-care should be a necessity, not a privilege. She launched with a small batch of products, with her husband, daughters and her mother helping to pack the orders.
Her mission is to encourage us all to slow down and connect inwards, through purposeful self-care and education.
Our journey
From a Home Grown Brand to
Partnering with the World's Finest Hotels
2021
Spa Launch & Women's Wellbeing
Launching into spas including The Rosewood Hong Kong, Mount Juliet Estate and Hayfield Manor.
Rituals and products created with women in mind, through PMS, pregnancy and menopause.
2022
Barróg Cancer Care
Barróg, a range and rituals created for people living with or beyond cancer, with SATCC-approved training for therapists.
2023
Gut Health
Exploring the connection between stress and digestion, with rituals focused on gut health and the vagus nerve.
2024
Lymphatic Support
The launch of our Lymphatic Support ritual, a new chapter in hands-on care.
2025
Biome Skincare
A new chapter in skin wellness: Biome skincare, formulated with the skin's microbiome in mind.
2026
Bathroom Ameneties
The launch of our first bathroom amenities range to support beyond the spa. The collection includes Shampoo, Conditioner, Body Wash, Hand Wash, Hand and Body Lotion, each blended with natural essential oils.
Care for everyone
An Inclusive Approach
01
Children
At its core, Family Wellness is about connection. Together with our training partner Little Kneaders, neurodiversity and sensory specialists in Ireland, Peigín created a neuro-inclusive programme that we train into spas. It invites children and the adults who care for them to slow down and reconnect through simple sensory-led practices, from storytelling massage and breathwork to sensory play with Little Kneaders therapy dough, scented with GROUND oils.
02
Cancer Care
Inspired by the Irish word for hug, our Barróg rituals offer gentle, supportive care for guests living with or beyond cancer.
For many years, people with cancer were often turned away from spas, or told they couldn’t have a massage at all. Peigín believed no guest should ever be excluded from the spa experience. Together with Christine Clinton, founder of Clinton Cancer Care, she created our Cancer Care training. It gives therapists the knowledge, confidence and awareness to safely welcome and support guests at every stage of their cancer journey.
Our Cancer Care training is FHT accredited and SATCC approved. Supported by our dermatologically tested Barróg products, it means every guest can feel welcomed, cared for and never turned away.
03
Dementia Care
Peigín researched and created wellbeing treatments for Loveday, a group of care homes in the UK, for residents living with dementia. Delivered fully clothed, often in shared spaces, these GROUND touch therapies include hand and foot rituals and a specialist back massage we called “The Hug of the Hands”. We trained the Loveday carers in the language of touch and scent, to help them soothe and relax the people in their care.
Today
Always Coming Back to
What Matters
Peigín lives in Cork with her husband Shane and their daughters, Anna Louise and Bella.
As GROUND continues to grow, she remains close to the heart of it all, working alongside her team and guided by the same belief that inspired her to begin: caring for ourselves our teams and our therapists.
Her hope is that GROUND continues to bring more moments of connection, comfort and sincere wellbeing into people's everyday lives.
