Thrins luxury skincare marketing client case study

Fractional CMO | Website Content | SEO | Blogging | PR 

Botanical skincare in rhythm with nature, powered by wild British thorn-bearing plants

Thirns is a luxury, botanical skincare brand based in Bath made specifically for midlife skin. The skincare brand offers an intentional collection of spa-inspired products that each harness the power of thorn-bearing plants and bushes found throughout the rolling UK countryside. Each product is made by hand in small batches by founder Olga Brennand to the most exacting standards.

The challenge

When I began working with Thirns, the brand had a four-page website with minimal content, no brand storytelling, no SEO foundations, no blog, no backlinks, and no meaningful conversion pathway.

While Thirns technically existed online, it was effectively invisible, unable to communicate its luxury positioning, founder story, or authority within the botanical skincare space.

The strategy

My priority was to design and implement a watertight marketing strategy that would support sustainable growth for a small, founder-led brand, without compromising on craft or quality.

I partnered with a creative studio to deliver a completely new website, supported by refined creative direction and videography that reflected Thirns’ elevated positioning as a luxury skincare brand for midlife skin.

From there, I:

• Developed a new sitemap to support long-term growth and discoverability

• Identified and built out key commercial and editorial pages

• Created SEO-led, conversion-focused website copy grounded in brand storytelling

• Built a keyword strategy aligned with search intent and commercial opportunity

To support organic growth and brand authority, I launched The Thirns Journal, a content platform designed to educate, inspire, and build trust. The blog captures high-intent search traffic, deepens brand narrative, and positions Thirns as a thoughtful voice in natural and botanical skincare.

PR, partnerships, and brand visibility

Alongside the website and content strategy, I led targeted PR and outreach initiatives, including:

• A press release celebrating Thirns’ one-year partnership with the ultra-exclusive Gainsborough Bath Spa

• Collaborations with local influencers and creatives in Bath

• Features across regional media

• Targeted outreach to luxury spas across the South West

  
  

These activities strengthened brand credibility, expanded reach, and supported Thirns’ positioning within the luxury spa and skincare market.

Ongoing role

I continue to work with Thirns as a Fractional CMO, supporting the brand’s growth across website content, SEO, blogging, and PR, ensuring every touchpoint remains aligned with its values, audience, and long-term vision.