Beauty Boss: Nicola Elliott, Founder of NEOM
Nicola Elliott.
Our latest Beauty Boss is Nicola Elliott, Founder of NEOM—a line of self-care products designed for well-being, relaxation and sleep. From candles and pillow mists to body care and aromatherapy pods, their fragrances featured in their products are 100% natural with true well-being benefits: to help people sleep better, stress less, boost their energy or lift their mood.
The Best Products That Will Enhance Your Beauty Sleep
In addition, all of NEOM’s products are ethically sourced and free of harsh chemicals, artificial colors, paraffin and mineral wax. The company is also committed to sustainablility and has set themselves the target of being Zero Waste by 2025, meaning that all of their products are either recyclable, refillable, reusable or compostable, as well as Climate Positive by 2030.
NEOM has also partnered with the Mental Health Foundation, whose vision is for a world with good mental health for all. The foundation works to prevent mental health problems—supporting communities, families and individuals to live mentally healthier lives, with a particular focus on those at greatest risk.
We chatted with Elliott, who shared the inspiration behind the brand, secrets for success, wellness tips, favorite beauty products, and much more.
When was NEOM founded and what does the name mean?
We founded NEOM in 2005 and the name is a mix of mine and my business partner’s initials (Nicola Elliott and Oliver Mennell).
What inspired the creation of the brand?
People and their everyday wellness issues and problems. Sleep—poor sleep, lack of it, stress and the ramifications of that, mood imbalances and lack of energy. Most of us suffer from one (or all! ) of them because of our modern lives—work, kids, the juggle is real and all those little moments where you could do with a helping hand—a shower that can boost your energy at 7 a.m., a candle that can help create a calm zone in your home, a well-being pod that pumps out mood-boosting vibes or a sleep mist that helps you drift off…I’m always thinking of those ‘pain points’ in our customers’ lives!
Does NEOM have a hero product?
Yes, our Pillow Mist has the most amazing reviews and is used by men, women, kids, gifted to the young and the old, bought more in packs of four than of one, one is sold every minute—it’s the real hero of our sleep collection.
NEOM Perfect Night’s Sleep Scented 3-Wick Candle is a special complex blend using only 100% natural fragrances with 19 of the purest possible dreamy essential oils including English lavender, precious jasmine and sweet basil.
What are your favorite products from the brand?
I’m always asked this, but the way NEOM works is that your body is attracted to what your mind needs at any one time and that changes all the time depending on your life, the season, even your cycle. I followed the NEOM Sleep Program all through the fall and really nailed good sleep, but in the winter months I feel I’m lacking energy so I’d say at the moment the Wellbeing Pod with Feel Refreshed fragrance and Super Shower Power for a super hit first thing.
Where are NEOM products sold?
On our website, Nordstrom and some Anthropology stores.
Future plans for the brand?
We are so excited about bringing our well-being solutions to the U.S. I feel they understand well-being and its importance, but they don’t have any real simple, usable products that one can take to work or use at home without checking into a high-end spa that’s super expensive. We want to help with those daily moments.
Who inspires you?
So many people—my team, my daughter, my mom, people who are living their truths and confident to do so. But perhaps most of all—real women who are juggling life and smashing it even though they might not think they are!
Secret to success?
Attitude is everything. It’s never what you look at—it’s always what you see!
NEOM’s Well-Being Pods work at the touch of a button, helping you achieve better sleep, less stress, a mood boost or more energy through their 100% natural Essential Oil Blends.
Beauty secrets?
NEOM is a natural brand and on balance I go natural (not always but mainly) with skin care and makeup, it suits my skin so much better, I’m not great with harsh ingredients. I like taking my supplements too—fish oils, magnesium, vitamin D spray, probiotics, and Spirulina. Sleep is everything and I only ever look and feel my best after a decent night’s sleep, but a full life with lots of highs to counter the inevitable lows helps too!
Wellness tips?
You can’t pour from an empty cup so seeing that wellness is a necessity rather than a luxury is first up. Defining well-being is second so it becomes about the big pieces that you need to work on, not the odd IV drop here and there. Create your own well-being wheel with all the elements you need to live your best life—it should contain sleep, stress, energy and mood, but pay attention to whole foods, daily movement, connection and purpose. Make it personal to you—this can’t be too prescriptive, it’s got to be something that works for you and you enjoy doing it or you won’t stick to it.
Best advice?
Jump and you shall find a net.
How do you like to relax?
I live half my life in London being inspired by the people, places, architecture, shops, galleries and restaurants and the other half with my daughter in a field in the Yorkshire countryside with our horses. It’s the perfect mix. I get to be stimulated and have fun, but also relax. I think you need all of the above.
For more information, visit NEOM’s website and follow on Instagram: @neomorganics
[Images courtesy of NEOM]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk