About

About

From engineering to make up...

 

Neo is an Australian company founded in 1995 by young Sydney-sider Mona Webb. Inspired by her engineering & business background and her work in Chemical giant ICI together with her interest in natural solutions and preserving the environment, with only the barest support and determination, Mona has taken her vision and moulded it to produce one of Australia's most natural Skin solutions range Neo, Naturally Australian. 'NEO' was instigated when after having traveled overseas Mona discovered that in the early days there were no real concept stores or concept ranges focussing on primarily natural ingredients and therapies within Australia. Mona decided to gamble her savings and produce her first skincare range "Limone" as a solution for blemish, oily and acne prone skin.

Mona Webb - Neo Australia

The early days were dedicated to hard work, working full-time as a mechanical engineer within the chemical & explosives industry in a male dominated environment, studying her MBA part-time and selling Neo's Limone range on Thursday nights and Saturday mornings to beauty therapists and pharmacies. Determination, will-power and belief in her products, Mona convinced herself that one day Neo would be a niche Australian skincare brand. Continuing to overrun her parent's garage with packaging, products, labels, boxes and her bedroom with paperwork, and product, Mona kept her dream alive. The fact that Mona worked as an engineer and knew which chemicals to avoid in her products was something that would help Neo establish its competitive advantage within the beauty market.