Behind The Brand: Founder Nicola Elliott On Why She Started Neom Organics
FROM CREATING DIY TINCTURES IN HER BATHROOM TO MAKING THAT FINAL LEAP AND SWITCHING CAREERS... NICOLA EXPLAINS HOW SHE CAME TO START NEOM WHEN HER WELLBEING (AND OTHERS’) WAS REACHING CRISIS POINT
Back when I was working as a magazine journalist, I was working crazy 60-hour weeks and often weekends on top. Although it was fun, it was intense and non-stop. I really started to struggle with everything. My moods were all over the place and the fast-paced life really took its toll. I was feeling constantly anxious and stressed.
And it wasn’t just me. I was surrounded by women who were really stressed - they were either having problems with lack of energy or sleeping badly, or were just generally in need of a mood boost. I had started training as an aromatherapist and nutritionist after work, so I started creating little essential oil blends and tinctures for them. It was really obvious to me from the beginning that my products had to be 100% natural and, where possible, organic to actually work. It’s all about the purity of the essential oils, the complexity of the blends and the highest level of inclusion.
At the same time, my sister was having trouble sleeping. She is a staunch ‘greeny’ and was working for Friends Of The Earth - she only ever uses organic products. So I made her a blend and called it ‘Tranquillity’ and it really helped her. My next lightbulb moment was when I was looking for some organic pampering gifts, again for my very green-minded but glamorous sister. Eleven years ago, what was available to buy in the shops was pretty uninspiring. I had to either choose something glam that was full of synthetic chemicals or head to a health food shop, buy something with great organic credentials but stuffed in a brown paper bag.
To crack the market, I realised my essential oil blends had to look good as well as do good. So my business partner Oliver and I started with just 5 candles, the first candles on the market to be made only with 100% natural wax and pure essential oils.
Fast-forward eleven years, and more than ever, Neom is about helping people manage their wellbeing. The issues people face, from poor sleep to stress, tiredness and feeling low, are often inter-linked. If left unchecked, they can really impact on long-term health. And that’s what keeps me inspired and always seeking new solutions. I am the Neom customer - I'm 38, a busy mum of 2 and I don’t have time to do yoga for 2 hours on a beach each morning (if only!). I want my shower to work twice as hard to give me a quick burst of energy at 6am, for a bath to relax me twice as deeply at night and for a home scent to really help everyone wind down after getting in from school or work.
That’s why Team Neom were so proud to win Best Aromatherapy Brand at this year’s Beauty Shortlist Awards . And proud to be constantly creating hard-working products with beautiful, 100% natural blends that really help us all feel able to cope with the daily chaos life throws at us.