Interview | Nicola Elliott of NEOM

Before founding Neom Wellbeing in 2005, Nicola Elliott had spent more than a decade editing magazines including Glamour, InStyle, and Marie Claire. But burnout and anxiety pushed her in a different direction, leading her to retrain in aromatherapy and nutrition before she started blending essential oils from her kitchen.

What started as homemade essential oil blends has since grown into a global wellness brand built on the belief that small, consistent rituals can make a meaningful difference to wellbeing. Two decades on, Elliott still oversees Neom’s creative direction. We spoke to her about building the business, the lessons she’s learnt along the way, and the daily rituals she still makes time for.

What inspired you to create Neom?

It started because of my own anxiety. It was the late 90s, and I was working all hours. I was a magazine editor in London, surrounded by brilliant women who all seemed to feel stressed, exhausted, and struggling to sleep in some way, yet nobody was really talking about wellbeing back then.

I discovered the power of essential oils and aromatherapy on my own wellbeing journey and became fascinated by how natural fragrance could genuinely help the way we feel. Neom Wellbeing started in my kitchen in 2005 with the simple idea of creating products naturally that were not only beautiful, but that could genuinely improve wellbeing.

Which product is the best introduction to the brand?

It really depends on your own personal wellbeing need. I am often asked about my hero product and the truth is, it depends, day to day, week to week on how I am feeling. However, we find a lot of our customers come in to support sleep, so I always say the Perfect Night’s Sleep Pillow Mist is the place to start — it’s a spritz that switches you off.

It encapsulates everything Neom stands for: 100% natural fragrance, expertly blended essential oils, and a real wellbeing benefit. It has become a ritual for so many people and it’s still a non-negotiable in my own evening routine.

What has been the biggest challenge in launching Neom?

When we launched in 2005, there wasn’t really a wellbeing industry as we know it today. Convincing retailers and consumers that natural fragrance could have a genuine benefit was probably our biggest challenge. In many ways we were creating a category before the category existed. Looking back, perhaps the biggest surprise has been just how universal the need is. Twenty years later, sleep, stress, and overwhelm are even bigger challenges than they were then.

What has been the biggest highlight?

Without doubt, hearing from customers whose lives have genuinely been improved by our products. I love the DMs on my Instagram. Whether it’s a parent finally getting some sleep, someone navigating a difficult period in their life, or a customer telling us our products have become part of their daily rituals. Those stories never stop being special.

What advice would you give to those wanting to launch their own brand?

My dad said to me when I started, ‘You don’t need to reinvent the wheel, just do it better’. So, start with a genuine purpose and solve a real problem. Trends come and go, but purpose endures. Secondly, don’t be afraid to lean on people who know more than you do. One of the biggest lessons I’ve learned as an entrepreneur is that success comes from surrounding yourself with good, smart people and listening. And finally, be patient. Building a brand takes far longer than most people imagine.

What’s next for Neom?

Our mission remains the same: to supercharge the wellbeing of the world through small steps that make a big difference. We’ll continue innovating using only 100% natural fragrances across our four wellbeing pillars: sleep, stress, mood, and energy, while expanding internationally and making wellbeing feel more accessible, achievable, and realistic for people.

What does your daily wellness routine look like?

I’m a huge believer in routines because they remove decision fatigue and help you stay consistent. I try to get outside first thing in the morning, even if it’s only for a few minutes, to get some fresh air and morning light (it’s so important for your circadian rhythm). I start the day with an energising shower and movement several times a week is important to me too. Evenings are all about winding down properly, no screens late at night if I can help it, a bath whenever possible, and always my Sleep Mist before bed. Sleep really is the foundation of everything else.

What’s the best wellness lesson you’ve learned?

That wellbeing isn’t about perfection; it’s about consistency. You don’t need a two-hour morning routine or a cupboard full of supplements. The small things done regularly — sleeping well, moving your body, getting outside, and creating moments of calm — are often the things that make the biggest difference.

What are three beauty products you can’t live without?

Beauty-wise, I swear by Paula’s Choice Vitamin C range and Ultra Violette sunscreen. And when it comes to supplements, I always take omega-3s for brain health, as well as vitamin D and magnesium capsules. Wild Nutrition and Bare Biology are two brands I really trust.

What person or brand would you love to collaborate with?

I’d absolutely love to collaborate with the team behind Amandaland. What I love about the show is that, underneath the humour, it captures the realities of modern life — the juggling, the pressure, and the constant balancing act that so many people, particularly women, are navigating every day. Those are exactly the moments when wellbeing rituals become so important.

Neom is available at Boots and Space NK in the UK, and at Dermstore and Ulta Beauty in the US. For more exclusive conversations with beauty founders, explore our beauty interviews archive.