Nicola Elliott was burning the candle at both ends working as a successful journalist working 60 hours weeks when anxiety forced her to pivot and rethink her life.

Nicola gave up her job, retrained in nutrition and aromatherapy and launched Neom, one of the UK’s most successful plant-based wellness brands. Today Nicola is an award-winning entrepreneur and includes Kate Moss, Sienna Miller and Gwyneth Paltrow as fans of her Neom vegan candles.

What is the ethos behind Neom?

100% natural fragrances to boost your wellbeing.

I truly believe there are small things you can do each day to boost your wellbeing. I’m on a mission to encourage people to live naturally healthier lives!

How and why did you create the Neom brand?

It kind of started off by accident. I was working as a journalist and had started suffering with anxiety. I tried blending essential oils to help myself (and my friends who were feeling much the same) and I blended some killer scents that really helped me. I thought they might help others. I knew from the start that I wanted to go down the natural route, and what I created had to be purposeful. In other words, scent that not only looks and smells good, but scent that makes you feel good too!

There are so many brands of candle on the market, what makes Neom special?

Our fragrances are 100% natural with true wellbeing benefits; to help relieve stress, aid sleep, boost your energy or lift your mood.

Our products are made with the purest possible essential oils, blended in the most complex way to give you the highest quality.


We like our candles without any nasties. What ingredients are Neom free from and why are they excluded?

Our products are all made in Britain, from ethically sourced, sustainable origins. We use only natural and organic ingredients, no petrochemical paraffin or mineral wax, no artificial perfume, only pure essential oils and no harsh preservatives!

Can you explain to us the benefits of the natural contents of Neom compared to candles using conventional paraffin?

Paraffin wax is derived from petroleum which is one of the biggest environmental contributors of carbon dioxide. It contains up to 11 Carcinogen compounds that are toxic air contaminants.

Using natural essential oils rather than synthetics to create fragrances has allowed us to develop products that not only smell great, but that deliver true therapeutic benefits.

What have been your biggest challenges and your highest of high moments?

There have been SO many challenges, we are faced with new challenges every day. Right now, it’s the fast growth of the business and how much it changes every year. What suits one year can be totally different the year after when you’re twice the size.  Highs – every time a new store opens it’s a bit like I’ve just given birth. That makes me proud! We are about to open our flagship store in Guildford which we’re all so excited about. But when we get any customer feedback about how we’ve helped their wellbeing, that’s probably the highest high!


What advice would you give your younger self in starting out creating a business?

Choose a great partner (which I did – you can’t do it solo, my husband and I do 50/50 around the home and with the kids…you can’t do everything yourself). Choose staff that are better than you.

Remember it’s a marathon, not a sprint!

What’s your morning routine?

I don’t really have a set routine to be honest, no two days are the same in our house! But in general it’s showers, getting the school uniforms and sports kits sorted. We try and sit down with the kids for breakfast before rushing them off to school, I’ll usually make calls on the way into work and then I’m straight into meetings for the day.

How have you seen the world of wellbeing change over the past 10 years?

Obviously, it’s grown massively and is continuing to move at breakneck speed.

Life is crazier than ever and more than ever consumers need wellbeing support, information, advice. It’s not a zeitgeist that’s going to pass that’s for sure.

What are the top 5 things that make you glow?

Healthy (but balanced) eating, runs and walks in fresh air, enough sleep, effective skincare, plenty of water.

What are your top products to make you glow?

Our Perfect Night’s Sleep Cleansing Balm and Face Oil – made with the most insane amount of vitamin packed super-oils, Spirulina, Kaolin clay (used as face mask).

What is your bestselling Christmas product?

Our Christmas Wish collection.

To buy Neom products click here.

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