Following its successful debut at Ulta Beauty earlier this year, the UK-based Neom Wellbeing is increasing distribution to 300 Ulta Beauty stores nationwide. The move 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. 

Kahn’s 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.

Isabel Malbois, CEO of Neom, said,

“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. Amanda’s strategic mindset, passion for brand building, and deep industry expertise make her the ideal leader to drive our next chapter forward.”

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. 

Launched in the U.K. in 2005, Neom Wellbeing was founded to bridge the gap between modern wellness needs and luxury self-care. 

The brand’s collection of body oils, bath foams, sleep mists, and aromatherapy diffusers is designed to turn small, everyday rituals into powerful moments of 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.

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.

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