As luxury consumers become increasingly interested in where products come from, beauty brands are facing greater scrutiny over how ingredients are sourced and produced. Growing awareness around greenwashing has accelerated this shift, with consumers looking beyond marketing claims and asking more questions about the origins of the products they use. In response, brands that can offer greater transparency around sourcing are becoming increasingly influential within the premium skincare market.
Founded in 2019, Rhug Wild Beauty was created by Lord Newborough from the heritage of the Rhug Estate in North Wales, where his family has stewarded the land since 1637. Set amongst rolling hills and organically managed farmland, the estate has long been recognised for its commitment to sustainable farming. Rather than building a beauty brand around trend-led claims, Lord Newborough saw an opportunity to bring the estate’s ingredients and agricultural expertise into skincare, creating a collection where the journey from farm to formula could be traced back to the land itself.
Unlike many beauty brands that rely on complex global supply chains, Rhug Wild Beauty keeps much of its ingredient sourcing closely tied to the Rhug Estate. Across its skincare, haircare and body care collections, the brand uses wild-foraged botanicals harvested by expert foragers, alongside ingredients produced on the estate itself. Meadowsweet, nettle leaf, elderflower, lemon balm, sorrel and dandelion are among the ingredients gathered from the surrounding landscape, while the estate also produces its own organic honey, beeswax and organic oats.
Each ingredient is selected with a specific purpose in mind. For example, the Rebalancing Skin Tonic features wild-foraged meadowsweet, a natural source of salicylic acid that helps gently exfoliate the skin, while the Purifying Cleansing Lotion combines dandelion and nettle to help cleanse without the harshness often associated with traditional exfoliants. Rhug honey appears in the haircare range, where it is blended with natural carrier oils such as argan and sweet almond oil to help nourish the hair and scalp. Many of Rhug Wild Beauty’s collections also feature fresh spring water sourced from the River Dee, which flows through the Rhug Estate.
The farm-to-formula philosophy extends beyond ingredient sourcing and into the way the Rhug Estate itself is managed. Organic farming has shaped the estate for decades, reflecting a belief that the quality of a skincare product is influenced long before an ingredient reaches a formulation. By offering greater transparency around sourcing and product development, Rhug Wild Beauty is helping reshape expectations within premium skincare, encouraging consumers to look beyond packaging and brand storytelling to better understand the products they use.
The estate’s approach to farming has also received recognition beyond the beauty industry. The Rhug Estate Organic Farm was awarded a Royal Warrant by HRH The Prince of Wales in 2018, which was later renewed by HM The King and Queen in 2024. The distinction is granted to businesses recognised for consistently high standards of quality and environmental responsibility. Certifications including COSMOS Organic and the Positive Luxury Butterfly Mark further reinforce the estate’s long-standing commitment to responsible farming and environmental stewardship. Together, these accolades help distinguish Rhug Wild Beauty within the premium skincare market, reflecting a legacy of recognised farming excellence that predates the brand itself.
“Our family are very fortunate to be the custodians of such a wondrous part of Wales. We have championed the highest standards of organic and sustainable farming for many years, and Rhug Wild Beauty allows us to apply those same principles to our skincare collections. Our collections are created using the most precious ingredients from the Rhug Estate and around the world, chosen irrespective of cost for the benefits they offer within each formulation.
Everything we make is built upon a respect for the environment and a desire to create something truly exceptional. By combining carefully selected ingredients with the values that have shaped the estate for generations, we have created products that embody the quality Rhug has long been known for,” says Lord Newborough.
Lord Newborough’s vision extends beyond the products themselves and into the way Rhug Wild Beauty is experienced within luxury hospitality and wellness settings. Through partnerships with destinations including Chuan Spa at The Langham, London and Bryn Tanat Wellness Spa at Bryn Tanat Hall, the brand has brought its farm-to-formula philosophy into a new environment, helping redefine what a luxury skincare treatment can look like.
While premium beauty treatments have traditionally centred around the application of products alone, Rhug Wild Beauty takes a more holistic approach. Signature experiences such as the Awakening Moon Ritual combine the brand’s formulations with carefully considered treatment techniques designed to engage multiple senses throughout the treatment journey. Sound bowls, console wands, botanical aromas and restorative massage techniques are incorporated alongside the skincare products, creating an experience that extends beyond the facial itself.
As Rhug Wild Beauty continues to grow, the brand remains rooted in the principles that inspired its creation. From the fields and foraging grounds of the Rhug Estate to five-star treatment rooms, Lord Newborough’s vision continues to challenge traditional ideas of luxury beauty. Premium skincare has long been associated with prestige branding and presentation, but Rhug Wild Beauty offers a different interpretation of luxury, where heritage, recognised standards and provenance are valued as highly as appearance.
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