Neom, a UK-based wellness brand specializing in ethically sourced products, is reportedly considering a sale that could value the company at up to £200 million. Discussions remain in the early stages and may involve the sale of either a partial or majority stake in the business.

Founded in 2005 by Nicola Elliott, a former magazine journalist turned aromatherapist, and Oliver Mennell, a former investment analyst, Neom focuses on products designed to relieve stress and enhance energy. The company’s product range includes candles, diffusers, body creams, and other wellness items, available both online and through major retailers such as John Lewis, Selfridges, and Fenwick. Neom operates nine physical stores, with its flagship location situated on London’s Regent Street.

The company has experienced steady financial growth, with sales reaching £45.5 million for the year ending June 2025, up from £40 million the previous year. During the same period, pre-tax profits more than doubled to £3.5 million. Analysts indicate that the potential valuation of £200 million would reflect expectations of future earnings growth, driven by expansion in both the UK and international markets. This figure marks a significant increase from the approximate £100 million valuation considered during Neom’s exploration of a public listing in 2021.

Since 2017, private equity firm Piper has maintained a minority stake in Neom, while Elliott and Mennell collectively hold a majority ownership position. In 2023, leadership shifted when Isabel Malbois, formerly an executive at L’Oréal, succeeded Mennell as chief executive. Elliott continues to serve as the company’s creative director.

Neom recently gained additional attention following public endorsement from actor Mika Abdalla, known for her role in the Amazon Prime series *Off Campus*, who mentioned using the brand’s magnesium body butter to manage fatigue on set.

The company declined to comment on the ongoing discussions related to a potential sale.