New fluid states of matter, now known as liquid crystals, were discovered at the end of the 19th century and still provide strong themes in scientific research. The applications of liquid crystals continue to attract attention, and the most successful so far has been to the technology of flat panel displays; this has diversified in recent years and LCDs no longer dominate the industry. Despite this, there is plenty more to be uncovered in the science of liquid crystals, and as well as new applications, novel types of liquid crystal phases continue to be discovered. The simplest liquid crystal phase is the nematic together with its handed or chiral equivalent, named the cholesteric phase. In the latter, the aligned molecules of the nematic twist about an axis perpendicular to their alignment axis, but in the 1970s a heliconical phase with a tilt angle of less than 90° was predicted. The discovery of this phase nearly 40 years later is described in this paper. Robert Meyer proposed that coupling between a vector order parameter in a nematic and a splay or bend elastic distortion could result in spontaneously splayed or bent structures. Later, Ivan Dozov suggested that new nematic phases with splay–bend or twist–bend structures could be stabilised if the appropriate elastic constants became negative. Theoretical speculation on new nematic phases and the experimental identification of nematic–nematic phase transitions are reviewed in the paper, and the serendipitous discovery in 2010 of the nematic twist–bend phase in 1″,7″-bis(4-cyanobiphenyl-4′-yl)heptane (CB7CB) is described.