NEOM Wellbeing, one of the UK’s Number 1 wellbeing brands grounded in the science of aromatherapy and known for its 100% natural essential oil blends, has officially expanded its U.S. retail presence in a major way. Following its successful debut at Ulta Beauty earlier this year, NEOM is now increasing distribution to 300 Ulta Beauty stores nationwide as part of the retailer’s growing focus on the wellness category. Ulta Beauty remains the exclusive in-store distribution partner for NEOM.
This stateside growth signals a new chapter for the brand— and with it, a key leadership hire: Amanda Kahn has joined as General Manager, United States, and Senior Vice President, NEOM Wellbeing. Her appointment marks a pivotal moment in NEOM’s global expansion strategy and underscores the brand’s commitment to deepening awareness and driving growth in the U.S. market.
“At this pivotal time for NEOM Wellbeing, I am delighted to welcome Amanda as our new General Manager to lead the next exciting phase of our growth and innovation in the U.S. market,” said Isabel Malbois, CEO of NEOM. “Amanda’s strategic mindset, passion for brand building, and deep industry expertise make her the ideal leader to drive our next chapter forward.”
Launched in the U.K. in 2005, NEOM Wellbeing was founded to bridge the gap between modern wellness needs and luxury self-care. With targeted collections focused on sleep, stress, mood, and energy, the brand has become a category leader in functional fragrance and therapeutic home and body products.
“We’ve entered an era where 84% of consumers say wellness is a top concern,” said Amanda Kahn. “NEOM can be there to support consumers with mini moments of wellness targeting better sleep, less stress, mood boost, and more energy. There is no time like the present to start.”
Kahn brings deep experience across the beauty and wellness industries, having held leadership roles at prestigious brands including RéVive Skincare, PÜR Beauty, Laura Geller Beauty, and Eve Lom. Most recently, she served as SVP of Global Marketing at RéVive, where she led brand strategy, marketing, product development, and founder initiatives. Her hybrid background working in both large-scale global organizations and private equity-backed, founder-led entrepreneurial brands makes her uniquely suited to lead NEOM Wellbeing’s U.S. expansion.
NEOM Wellbeing’s expansion into Ulta Beauty comes at a time when U.S. consumers are increasingly seeking wellness in their everyday routines—and retailers are responding with dedicated in-store space and new category investments. With Amanda Kahn stepping into the role of U.S. General Manager, NEOM is poised to meet this growing demand by delivering accessible, effective wellbeing solutions across the country. The brand’s collection of body oils, bath foams, sleep mists, and aromatherapy diffusers is designed to turn small, everyday rituals like washing your hands, lighting a candle while you work, or winding down with a calming scent before bed— into powerful moments of self-care. Under Kahn’s leadership, NEOM will further its mission to make wellness feel luxurious and results-driven, while also feeling effortless and attainable for the modern U.S. consumer.
As NEOM Wellbeing continues to grow its footprint across North America, Kahn’s leadership will be instrumental in shaping the brand’s U.S. narrative and retail strategy.
Read Similar News:
True Classic Expands Retail Footprint to Target Stores Nationwide
The Alkaline Water Company Announces Midwest Expansion
Nortal expands to UK with appointment of Thomas Hedley as Managing Director
