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There was a time not so long ago when the beauty industry lacked wellbeing products that were both luxurious and purposeful.<\/p>\n
We didn\u2019t seem to be having many progressive conversations about self-care, and me-time was seen as a luxury, rather than the necessity it is.<\/p>\n
The landscape has since changed, and continues to do so. From #selfcaresunday to social media memes insisting \u2018self-care isn\u2019t selfish\u2019, our attitudes have significantly shifted. One person not playing catch-up, however, is Nicola Elliott \u2013 founder of Neom. Back in 2005 the London-based journalist started looking to natural ways to feel the best she could, as her hectic job resulted in stress, lack of sleep, no energy and low mood.<\/p>\n She turned to natural remedies and aromatherapy for help, and soon saw the power of essential oils working as therapeutic treatments. Nicola also realised she wanted to buy the products she was making, and they didn\u2019t exist. And thus the concept of Neom \u2013 merging luxury with organics \u2013 was born. That was 14 years ago, and it\u2019s safe to say plenty has changed (sustainability, anyone?). With this huge buzzword in mind, both brands and consumers now have a much better understanding of the colossal impact that plastic has in the beauty industry. How does Neom fare? \u201cWe are on a journey to become zero-waste by 2025, meaning all our packaging will either be refillable, reusable, recycled or recyclable,\u201d Nicola promises Grazia. \u201cOur ingredients and materials are sourced sustainably and we are working to reduce the environmental impact of our supply chain wherever possible.\u201d<\/p>\n Neom\u2019s candles are certainly leading the way in this department. They are made from a blend of entirely natural vegetable waxes and natural pure essential oils, which means their fragrance is eco-friendlier, as natural waxes are toxin-free. Plus, they are all biodegradable, smokeless and soot-free.<\/p>\n But just how straightforward is the process of creating natural and organic beauty products? \u201cIt\u2019s hard!\u201d Nicola exclaims. \u201cAnd not to mention more expensive \u2013 you can\u2019t be sure if a particular plant or ingredient is going to have a good harvest or not, and you have to batch test, batch test, batch test, because no single ingredient we use is the same \u2013 it\u2019s not like working with chemical mixes where you just press a button and you churn out what you want.\u201d<\/p>\n Speaking of ingredients, does Neom \u2013 whose name is derived from Nicola\u2019s initials plus her business partner\u2019s, Oliver Mennell\u2019s \u2013 use any Middle Eastern offerings in its products? \u201cFrankincense is a key ingredient in our Sensuous fragrance, and Moroccan Blush Rose is added to our Complete Bliss fragrance,\u201d Nicola replies. \u201cWe recently launched these fragrances into our Wellbeing Pod Essential Oil Diffuser, which is great for the Middle East consumer as [the heat means] they are more likely to buy our Pods than they are candles and bath products.\u201d<\/p>\n Excitingly, Neom \u2013 whose celebrity shoppers include Gwyneth Paltrow, Daisy Lowe and Nicole Scherzinger \u2013 is going into Galeries Lafayette, the largest department store in Dubai, and Nicola reflects on the opportunities the beauty brand has had in the region. \u201cWe are proud spa partners of Burj Al Arab, Waldorf Astoria, Four Seasons, Shangri-La, Zaya Nurai and Palazzo Versace. In fact, the UAE is the biggest market for our treatments, outside of the UK.\u201d<\/p>\n When it comes to practicing wellness out of the office, Nicole is a realist. \u201cI certainly don\u2019t live a staunch green lifestyle, but what I do is try to swap little things out to try and get the \u2018chemical count\u2019 of our household down. I don\u2019t want toxins coming from a candle just to make my room smell good, I want to feel good too.\u201d<\/p>\n Would Neom move into make-up? \u201cWe\u2019re focusing on our amazing new skincare for now.\u201d Fair enough. And with Christmas around the corner (where does the time go?), what Neom product do we need to ask nicely for? \u201cAny of our amazing limited-edition fragrances,\u201d Nicola advises. \u201cChristmas Wish is a traditional festive fragrance. Perfect Peace is a fresh Nordic scent for modern vibes, and Precious Moment is a super cool alternative to a traditional festive fragrance.\u201d Nicola\u2019s beauty philosophy is to use what nature has to offer; the world is buying into it, and with good reason, too.<\/p>\n Neom is available at #lab at Galeries Lafayette<\/em><\/p>\n Photos: Supplied<\/em><\/p>\n","protected":false},"author":28819,"featured_media":3542,"template":"","format":"standard","categories":[47],"yoast_head":"\n![\"\"](\"https:\/\/graziamagazine.com\/me\/wp-content\/uploads\/sites\/16\/2021\/04\/Pearl-Tree_Neom_1-Wick-Candle-Real-Luxury_2017_10990700-e1618377756821.jpg\")
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