Jumeirah has announced a new global collaboration with GROUND Wellbeing, the Irish skincare brand recognised for its commitment to natural ingredients and sustainable wellbeing.

GROUND Wellbeing will be introduced across Jumeirah’s global 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.

Guests of Jumeirah will be able to experience a range of GROUND’s signature body and skincare rituals, with Jumeirah Carlton Tower being the first hotel globally to offer The Biome 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, designed to nourish, restore, and balance the body’s natural circadian rhythm while providing a deeply relaxing experience.

Created in the lush landscapes of Ireland by Peigín Crowley, whose mission is to encourage people to slow down and connect inwards to achieve longevity through purposeful self-care, GROUND’s treatments focus on sincere wellbeing, addressing symptoms associated with menopause, gut health, sleep, burnouts and cancer care, offering transformative wellness experiences with a purpose.

Not only is GROUND 100% vegan and animal cruelty-free, but its oils and balms are made using natural ingredients and are free from harmful chemicals and toxins.

Focusing on centuries-old botanical knowledge with cutting-edge skincare technology, each product is thoughtfully crafted with natural, ethically sourced ingredients to provide a holistic approach to skincare.

Speaking on the partnership, Niamh O’Connell, Jumeirah’s Vice President of Wellbeing, commented, “We are excited to collaborate with GROUND Wellbeing to bring a new dimension to our wellness offerings. 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 are creating experiences that enrich the lives of our guests to support a balanced and healthy mind and body.”

“We are thrilled to partner with such a prestigious brand,” Peigin Crowley, Founder of GROUND Wellbeing, added. “This collaboration allows us to introduce our Irish skincare and body wellbeing philosophy to an international audience while offering guests an indulgent, rejuvenating experience that aligns with their values of meaningful wellness and sustainability.”

Twelve GROUND Wellbeing treatments will be available at Jumeirah Carlton Tower, with highlights including:

The Skin Biome Facial – 60 / 90mins
This is designed to reinforce barrier strength and skin longevity by honouring the skin’s natural ecosystem and supercharging the microbiome. The Biome Facial uses probiotic-rich plant nutrition, lymphatic drainage, and therapeutic massage techniques to calm inflammation, reinforce the skin barrier, and promote long-term healthy skin.

Cooling therapy further recharges the skin, leaving it balanced and soothed. The 90-minute ritual deepens the experience by addressing areas where stress, often a root cause of gut and skin imbalances, can linger. A mindful massage of the abdomen, diaphragm, and décolleté is included, encouraging harmony between digestion, breath, and skin function.

The Jet Lag Ritual – 90 mins
Whether arriving at the start of a busy day or winding down after a long journey, our dedicated jet lag massage ritual is designed to align the body’s rhythms and restore energy and balance.

Evening/Night: Deep Slumber
Soothe away the effects of long-haul travel and physical fatigue with a deeply relaxing massage ritual crafted to ease insomnia and calm an overactive mind. Flowing, mindful movements and acupressure techniques are paired with guided breath work, encouraging the body to release tension and surrender into deep relaxation. This full-body evening ritual invites restful sleep, helping you drift into a restorative slumber.

Morning/Afternoon: Awaken & Rebalance
This uplifting ritual focuses on restoring balance within mind and body, which is ideal for those needing a revitalising boost. Begin with an invigorating aromatic full-body scrub to stimulate circulation and awaken the senses, followed by a restorative upper-body massage focused on the abdomen, back, shoulders and neck to encourage healthy blood flow and energy.

This ritual stimulates lymphatic flow and nourishes the digestive organs, moving the mind and body into a grounded, balanced state. Each ritual is tailored to meet travellers’ unique needs, helping the mind and body acclimatise smoothly, no matter the hour.

To book a GROUND Wellbeing treatment at Jumeirah Carlton Tower, click here.