I’ve been walking the Natural Products Expo floor for 30 years now (I’m embarrassed to admit), long enough to feel when the energy of the show really shifts.
➡️ What used to be an ecosystem built primarily around retailers now has a new center of gravity: influencers and content creators.
The aisles were full of people live streaming from every angle, “studios” and creator zones popped up all over the venue, and more than a few retailers and manufacturers told me of their frustrations on getting badges, when it used to be catered to them.
What really struck me this year was how many products on the floor had an origin story that started on social: brands that first gained traction through TikTok virality, Instagram, or niche creator communities, and only later graduated into traditional retail and trade‑show presence.
In that context, I pulled together a carousel of 15 of the top trends and favorites I discovered this year…products and patterns I hope will cut through the noise and reveal how “born‑online” brands are reshaping the aisle, and show where the industry is actually headed in this new, creator‑driven era of discovery. To see it, go to the LinkedIn Post for a Downloadable PDF: