Samantha Ashton has stepped up to a new role as director of spa UK & Ireland at UK-based global spa and wellbeing brand ESPA.

Having worked at ESPA for five years, Ashton initially joined as a retail area manager for the North of the UK and was promoted to the position of head of education and development in 2021.

Ashton is an experienced industry veteran who has worked in beauty for over 25 years. She began her journey as a spa therapist and account manager at Decléor and then progressed through a range of retail, educational and sales roles at companies including Estée Lauder and Jo Malone.

Ashton’s new role includes commercial and operational responsibility for all UK ESPA spas, including ESPA Life Corinthia, The Europe Hotel & Resort, Low Wood Bay Resort & Spa and King Street Townhouse.

Alongside the ESPA team of spa operations managers, Ashton will work closely with spa partners across the UK and Ireland to deliver bespoke spa experiences.

She commented: "I’m very passionate about the spa industry and its future. I’m looking forward to meeting all of our accounts and therapists to develop and enhance ESPA guests’ customer journeys throughout the UK and Ireland."