Nicola Elliott: The Visionary Behind NEOM Wellbeing
Nicola Elliott is a name synonymous with modern wellness. As the founder and creative director of NEOM Wellbeing, she has transformed the way people perceive self-care and natural therapies. From her early years as a fashion journalist to becoming a pioneer in the luxury wellness industry, Nicola’s journey reflects both resilience and innovation. This article explores her life, career, philosophy, and the impact she has made in shaping the wellbeing landscape.
Early Life and Education
Childhood and Roots
Nicola Elliott was born in December 1977 in Harrogate, North Yorkshire, a place she continues to call home. Growing up in Yorkshire instilled in her a sense of grounding that would later influence the authenticity and natural ethos behind NEOM’s products.
Academic Journey
She attended Leeds Girls’ High School before moving on to study at Northumbria University in Newcastle. There, Nicola pursued a degree in History of Modern Art, Design and Film, graduating in 1999. Her university years encouraged creativity and design thinking, skills she would later apply in the branding and presentation of NEOM.
Early Career in Journalism
Entering the Media World
After graduation, Nicola ventured into journalism, carving out a career in fashion and lifestyle magazines. She worked for respected titles including Glamour, Marie Claire, and InStyle. These roles placed her in the fast-paced world of fashion publishing, where deadlines were tight, and the pressure was relentless.
The Turning Point
Despite her success, the demands of journalism took a toll. Nicola herself has spoken about experiencing stress, poor sleep, and low energy, all consequences of her high-pressure career. This period proved to be transformative, sparking her interest in alternative methods of restoring balance and wellness. It was here that the first seeds of NEOM were planted.
The Birth of NEOM Wellbeing
From Idea to Reality
In 2005, Nicola, alongside co-founder Oliver Mennell, began experimenting with aromatherapy and nutrition. Training as both an aromatherapist and nutritionist, she started creating blends of essential oils in her own kitchen. Her vision was simple yet profound: to design 100% natural products that could genuinely improve how people feel.
Launching the Brand
By 2007, NEOM Wellbeing was formally established. The brand positioned itself as luxury wellness with purpose, combining elegance with efficacy. Unlike synthetic products common at the time, NEOM’s creations used only natural, ethically sourced ingredients. Their core philosophy was to help people achieve four key goals: better sleep, less stress, more energy, and improved mood.
Brand Philosophy and Growth
The NEOM Approach
Nicola often highlights that wellbeing is not about grand transformations but about “small steps that make a big difference.” This philosophy became the foundation of NEOM’s product line. Each creation, whether a candle, pillow mist, or bath oil, was designed to target a specific emotional or physical state.
Product Range
The brand grew to include a variety of offerings:
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Candles and diffusers infused with essential oils.
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Bath oils and body care that nurture both skin and mind.
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Home fragrances that transform environments into calming spaces.
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Skincare products that marry natural formulations with therapeutic benefits.
Ethical Commitments
In 2022, NEOM became officially B Corp certified, affirming its commitment to sustainability, ethical sourcing, and social responsibility. Under Nicola’s leadership, the company prioritised environmentally conscious practices and transparency in its supply chains.
Global Reach
From its beginnings in Yorkshire, NEOM expanded into international markets, particularly in Europe and North America. The brand’s presence in luxury retailers and dedicated stores cemented its position as the UK’s leading wellbeing brand.
Personal Life and Inspirations
Marriage and Family
Nicola Elliott is married to Dave, and together they have two children, Charlie and Alexa. Despite her global success, she maintains a strong connection to Harrogate, where she balances her demanding career with family life.
Daily Wellbeing Practices
Nicola is vocal about the importance of routine. She advocates morning fresh air, digital-free evenings, and consistent bedtime rituals. Among her personal favourites is NEOM’s Perfect Night’s Sleep Pillow Mist, which she never travels without. For Nicola, these practices are not indulgences but essential tools for living well.
Authorship and Thought Leadership
The Four Ways to Wellbeing
In January 2024, Nicola published her first book, The Four Ways to Wellbeing: Better Sleep. Less Stress. More Energy. Mood Boost. The book condenses her expertise into actionable advice that readers can integrate into their everyday lives. Structured around NEOM’s four pillars, the work is both practical and inspiring, emphasising accessibility for busy people.
Mentor and Speaker
Beyond running NEOM, Nicola has taken on the role of mentor and guide for aspiring entrepreneurs. She frequently shares insights on balancing business leadership with personal wellbeing, proving that success and self-care can coexist.
Recognition and Milestones
Celebrating Two Decades
In 2025, NEOM celebrated its 20th anniversary. Nicola reflected on the company’s journey, noting how wellness has become a central theme in modern life. When she started, the concept of wellbeing was still niche. Today, it is a global movement, and NEOM has played a key role in shaping this shift.
Awards and Accolades
The brand’s ethical practices and product quality have earned it numerous accolades within the beauty and wellness industries. NEOM is now regarded as a category-defining brand, often cited as an example of how authenticity and innovation can drive long-term success.
Challenges and Resilience
Educating the Market
When Nicola first introduced NEOM, consumers were largely unfamiliar with concepts such as sleep hygiene, aromatherapy, and emotional wellness. A major challenge lay in educating the public about the benefits of natural products. Through consistent messaging and high-quality formulations, Nicola gradually built trust and credibility.
Balancing Growth and Ethics
Another ongoing challenge has been maintaining sustainability and authenticity while scaling globally. Nicola has emphasised that growth must never come at the expense of values, a principle that continues to guide NEOM’s strategy.
Nicola Elliott’s Lasting Impact
A Pioneer in Wellness
Nicola Elliott’s influence extends beyond her brand. She has helped redefine wellbeing, showing that self-care can be both luxurious and accessible. By combining scientific understanding with natural therapies, she bridged the gap between beauty, wellness, and lifestyle.
Inspiration for Future Entrepreneurs
Her journey from journalist to entrepreneur underscores the importance of adaptability and vision. Nicola’s story is particularly inspiring for women in business, proving that with passion and determination, it is possible to create brands that not only succeed financially but also make a difference in people’s lives.
Conclusion
Nicola Elliott’s career reflects a unique blend of creativity, resilience, and authenticity. From her early struggles with stress and fatigue to becoming a leading voice in global wellness, she has never strayed from her mission: to help people feel better through natural, sustainable solutions. NEOM Wellbeing, with its 100% natural products and strong ethical commitments, stands as a testament to her vision.
As the brand moves into its third decade, Nicola continues to innovate, inspire, and set new standards in wellness. For anyone seeking proof that passion and purpose can transform both lives and industries, Nicola Elliott’s story is the perfect example.
