Full article on CEW US by Jenni Baden Howard linked here
The author, shopkeeper, and beauty entrepreneur talks about building a wellness brand in the U.S.
Former British beauty journalist Nicola Elliott founded Neom Wellbeing in 2005, with a range of four, aromatherapy-inspired candles made from 100% natural wax and organic essential oils. At the time, she could never have imagined that, nearly 20 years later, she’d have a store in New York City filled with products for the face, body, and home. “It’s a huge milestone for Neom, and it feels amazing,” said Elliott of the Neom Wellbeing Hub in the West Village, which opened last month. “We’ve always looked to the U.S. as wellbeing gurus — you’re much further ahead than we are in the U.K. But we’re all about helping everyone to boost their wellbeing in the small moments — from improving your sleep or boosting your mood during the daily 4 p.m. slump.”
The 481 square-foot Neom Wellbeing Hub on Bleecker Street stocks the full range of products, categorized by four wellbeing pillars: Better Sleep, Less Stress, More Energy, and Boost Your Mood. “I wanted it to be a sanctuary in the city, a stress-free haven that brings New Yorkers an immersive wellbeing experience, with a product portfolio powered by 100% natural fragrances,” explained Elliott. “We do a ‘scent discovery’ test, which helps you find your wellbeing need, and help you to build a bespoke routine. We also provide complimentary hand and arm massages, hero product sampling and in-store demonstrations.”
Neom Wellbeing has had a website in the U.S. for two years, and the products are also available in Nordstrom, and selected spas and apothecaries. “Having the NYC store is a really big moment for the brand,” said Elliott, who reports that the response to the company’s U.S. brick-and-mortar debut has been overwhelmingly positive. “We’ve had a lot of social noise around the store, with content creators visiting and well as lots of curious new customers who spot our giant Magnesium Body Butter – one of our bestsellers in the U.S. — through the window. We love the neighborhood vibe of the West Village, and it’s been great connecting with our neighbors and collaborating with stores close by. We’re planning a lot of PR activity in September, as well as street sampling.”
Earlier this year, Elliott celebrated the U.S. launch of her first book, The Four Ways to Wellbeing, which helped to build buzz in beauty circles prior to Wellbeing Hub opening. “We always feel so welcome here,” she said. “The book launch was really special. A huge moment for me, personally, and great for Neom awareness.”
When it comes to social media, Elliott takes a hands-on approach, and regularly hosts Instagram Lives with other beauty and wellness entrepreneurs. “I was always looking for advice and insights when I started my founding journey,” she recalled. “I had some great mentors, and I love seeing other women succeed within business. Also, I love speaking to our customers and telling my own personal story.”
“Our community is our heart and soul,” said Mel Green, Neom Wellbeing’s Head Of Global Engagement. “We create content that’s relevant to each channel. For Instagram, it’s a mix of brand campaign assets on iPhones, and source UGC with content creators. Our IG broadcast channel is where followers get first looks at new launches, breaking brand news and updates from Nicola. It’s similar to our Facebook approach, where its feels like a group of likeminded friends. Our TikTok channel has grown hugely in the last year. We use it to talk about little ways to improve your wellbeing and using the products.” The channels are global. “We’ve seen a healthy growth of our U.S. following in the past year, and since the NYC opening, and have increased our U.S. creator content, bringing more diverse accents to the channel,” noted Green.
On the business front, Neom Wellbeing obtained backing from Piper, the U.K.-based consumer brands specialist, in 2017. Last year, the brand announced the appointment of Isabel Malbois as CEO. Malbois joined Neom as Global Commercial Director in 2021, having spent 15 years at L’Oréal which included a three period in the U.S. as brand president for Urban Decay and, after that, General Manager of Giorgio Armani, U.K. and Ireland. “I’ve thoroughly loved working with the Neom team, and it’s exciting that all around the world, people are embracing the concept of wellbeing and taking small steps to help themselves, whether it’s a full Neom Perfect Sleep evening routine, or a quick roll-on of the Calming Pen during the day,” commented Malbois.
How do U.S. Neom Wellbeing customers differ from those in the U.K.? “Our sales skew heavier towards home fragrance in the U.K., whereas in the U.S., it’s bath and body,” reported Elliott. “Our magnesium products are always among our U.S. top sellers. There seems to be a real need for better sleep here, and the Perfect Night’s Sleep Magnesium Body Butter is our best seller. Another favorite is the Sleep Mist.” New to the range, the Real Luxury Cocooning Shower Cream promises “the ultimate de-stress shower,” according to Elliott. “We have a fantastic product development team who I work closely with, and we have lots in the pipeline for the U.S., including starter kits.”
Sustainability has, says Elliott, always been a brand priority. “It’s at the core of everything we do. In 2022, we were thrilled to achieve B Corp status, which put Neom among a global movement of companies that go beyond business as usual to make their mark in the world. Our mission is to supercharge the wellbeing of our communities and planet, leaving both in a better place.” And asked if there are plans to extend the footprint of Neom’s Wellbeing Hubs beyond New York City, Elliott doesn’t skip a beat. “Yes! Watch this space.”
