Heritage
A house, in its own words
NEOM Organics grew from Nicola Elliott's personal experience of anxiety and her search for natural remedies. She began blending essential oils for herself and her family before turning that practice into a fragrance business. A former journalist, Elliott founded NEOM in the UK in 2005, initially concentrating on home fragrance and wellbeing products. The brand later expanded into personal fragrance, including eau de parfum and named scent collections. Independent coverage of Elliott's story has consistently linked the company's origins to her interest in improving wellbeing through natural fragrance, rather than to a conventional fashion-perfumery background. NEOM's early identity centred on essential oils and room scents, giving the later personal fragrance range a clear continuation of its original aromatherapy-inspired practice. The move into wellness fragrance developed alongside a wider catalogue of candles, diffusers, room sprays, and other home products. In 2017, the brand introduced Energy Burst Eau De Parfum, a fragrance that reflects its shift toward fragrance worn on the body while retaining an energetic, citrus-led character. Further eau de parfum releases included Grapefruit, Lemon & Rosemary, Ylang Ylang, Vetivert & Tonka Bean, and Jasmine, Bergamot & Orange Peel in 2019. The business later adopted the name NEOM Wellbeing, reflecting how fully its identity had moved toward scent-led wellbeing. Its Certified B Corporation status marks another stage in that evolution, placing environmental and social performance alongside product standards. Across these changes, Elliott's founding idea has remained central: create natural fragrances that support deliberate everyday rituals. NEOM's creative vision treats fragrance as a practical part of wellbeing rather than decoration alone. This idea began with Nicola Elliott's belief that natural scent could help her feel better, and it shaped both the brand's product range and the language used to describe it. Its fragrances are designed to accompany specific moods and routines, with citrus and herbal compositions intended to feel energising, while softer florals and nocturnal blends support restful settings. The company does not present scent as a cure for anxiety, sleep problems, or stress. Instead, it frames fragrance as a ritual that can help set the tone for a moment, whether that moment occurs at home, at work, or during a transition in the day. The use of named plant ingredients makes these intentions legible, allowing consumers to choose fragrance through the mood and character of a blend rather than through an abstract lifestyle identity. Natural fragrance is central to that system. NEOM states that its products use natural fragrances as defined by ISO 9235, the standard it cites for natural aromatic products. Its commitment to natural formulation also reflects Elliott's original essential-oil practice and offers continuity between the brand's earliest home fragrances and its later body perfumes. Beyond scent, the brand's Certified B Corporation status signals a broader view of responsible business, linking the wellbeing proposition with environmental and social accountability. The result is a distinct approach to perfumery in which a fragrance is chosen not only for how it smells, but also for the atmosphere it helps create.