NEOM Wellbeing

NEOM Wellbeing sells 100% natural essential-oil-based products across four categories: home fragrance (candles, diffusers, room mists), body & skin care, bath & shower, and therapeutic “Scent to…” wellbeing solutions for sleep, stress, energy and mood. Price points sit in the premium tier: 3-wick candles £46, 10-ml roller-ball remedies £20, supersize body butters £36. The brand trades both DTC through neomwellbeing.com and a growing UK retail network of John Lewis, SpaceNK, Boots premium bays and its own London stores. Formulations are certified 100% natural, cruelty-free and vegan, with the exact percentage of essential oils printed on every label; no synthetic fragrance, mineral wax or paraffin is used. The “Scent to Sleep™” and “Scent to De-Stress™” ranges are clinically proven in independent trials to improve sleep quality and reduce cortisol levels, making them repeat-bestsellers. NEOM positions itself as “wellbeing for busy people,” translating aromatherapy into daily, 5-minute rituals. Core customer is 25-45, female, urban professional, cash-rich/time-poor, already buying yoga classes, oat-milk lattes and wearable fitness tech. She values clean ingredients, measurable results and ritual-based self-care that slots between meetings and childcare; sustainability and recyclable glass packaging are secondary purchase drivers. NEOM competes in the crowded premium clean beauty/functional fragrance space against brands that market serenity or clean ingredients. It differentiates through therapeutic claims backed by clinical data, a focused essential-oil-only palette, and products designed for quick, portable use rather than long spa sessions.