British Wellness Brand Neom Makes Skin-care Play, Sets Sights on U.S.

LONDON — Neom, the British wellness brand built around essential oils and natural ingredients, is breaking into the skin-care market with products aimed at stressed-out skin, and plans to expand in the U.S. in September.

Cofounder and creative director Nicola Elliott started Neom 14 years ago after calling time on a magazine career at U.K. Glamour, where she was working on beauty, fashion and celebrity features. The travel, bad eating, stress and lack of sleep became too much, so she trained as an aromatherapist and nutritionist and started the brand with 15,000 pounds, alongside cofounder Oliver Mennell.

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