When Nicola Elliott founded Neom Wellbeing two decades ago, the word ‘wellbeing’ rarely graced beauty counters, and certainly wasn’t a category in itself.
Fast-forward to today, and Neom is celebrating its 20th anniversary and stands as a pioneer in luxury wellbeing, carving out a distinct voice in a once-non-existent market.
“We were trying to educate people into a whole new category,” Elliott tells Cosmetics Business.
“It was hard – not just for the brand, but with retailers too.
“Nobody was talking about stress, sleep or emotional wellness in the way we do now.”
From panic to purpose
Elliott’s personal journey was the catalyst behind Neom’s birth.
Working as a journalist, she experienced anxiety and panic attacks that ultimately led her to essential oils, and an early experiment that would go on to become one of the brand’s best-selling products – a complex blend of 24 oils designed to calm the mind.
“I remember thinking, ‘Everyone I know is struggling with something – stress, sleep, energy, mood’,” she says.
“So, why not create a brand that is all about how you feel, not how you look?”
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