Neom Expands Ulta Partnership & Hires US GM to Tap Rising Wellness Trends Across Generations

To lead this expansion, Neom has appointed Amanda Kahn as general manager, U.S., and senior vice president.Neon WellbeingTwenty-year-old, U.K.-based Neom Wellbeing, an aromatherapy-centered brand, is significantly growing its U.S. footprint. Following its debut at Ulta Beauty last year, the brand is expanding to 300 Ulta Beauty stores, with Ulta remaining its exclusive in-store retail partner.

To lead this expansion, Neom has appointed Amanda Kahn as general manager, U.S., and senior vice president. Kahn previously held key roles at RéVive, PÜR Beauty, Laura Geller and Eve Lom. Her hybrid background in global organizations and entrepreneurial brands is thought to position her well to drive Neom's U.S. growth.

Kahn’s appointment marks a pivotal moment in Neom's global strategy as U.S. consumers increasingly seek wellness-driven products. Neom's collection of sleep, stress, mood and energy-focused products—from bath foams to sleep mists—aims to transform everyday rituals into moments of self-care.

As McKinsey & Co. noted earlier this year, younger generations, particularly Gen Z and millennials, are increasingly prioritizing wellness, with nearly 30% reporting a greater focus on it compared to a year ago, driven by higher levels of burnout, poorer health and exposure to health content on social media. 

This shift is reflected in their spending, as they account for 41% of annual wellness expenditures despite representing just 36% of the U.S. adult population. In contrast, older generations (58 and older) make up 35% of the population but contribute only 28% to wellness spending, though they still present opportunities for wellness businesses, especially in aging markets.

“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.”

“We’ve entered an era where 84% of consumers say wellness is a top concern,” said Kahn. “Neom can be there to support these consumers at each pivotal moment on their journey to wellness: better sleep, less stress, mood boost, and more energy. There is no time like the present to start.”