Expo West 2025: just add water

Rain was in the forecast for Anaheim, Calif. site of the Natural Products Expo West 2025. The weather, however, did not keep away attendees, at near-record numbers. It was fitting as water enhancers were a big thing this year, cutting across category lines to encompass supplements, beauty (it was back to collagen for several vendors), and food and beverage. Given the portability of these health boosters, sampling as many as possible was doable as there was a one-bag-per-day limit on how many samples one could bring out of the showroom. If an attendee went above the limit, there were several spots where extra food could be donated to local residents in need.

And when it rained, it poured … for a good cause.

While many stalwart brands in all categories spread out across the main exposition floor, new pavilions blossomed, including one dedicated to conscious beauty in Hall C and another to wellness beverages in Hall D. And there were plenty of flavourful and healthy sip-mixes to go around, along with covetable totes that are sure to end up finding their way to supermarket and farmers’ market runs and the beach this summer. There were endless reminders on every floor and in every aisle that clean beauty could be luxurious, that sustainability and good nutrition could make healthy food exciting, and that the general public could actively get behind responsible business practices that drive meaningful change.

Among the 161 finalists for 2025’s Nexty Awards, this year’s élite group of winners were chosen for their ability to make consumers feel good about grocery shopping again, even with inflation. They included Walker Brothers Beverage Co.’s Tangerine & Coffee Kombucha, Groundwork Coffee’s Organic Cold Brew Coconut Latte, Ice Cream for Bears’ Honey Honey; Chad & Barney's Sturdy Sauce in nutrition-enriched Sweet Basil; Big Mountain Foods’ Plant-Based Roast; W. S. Badger Company’s Face Mineral Sunscreen SPF 30, and Queen Street Bakery’s English muffins.

Of course, we had personal favourites, including Toronto-based Queen Street Bakery’s bagels. Among the beverages, we loved Aiya Matcha’s regular and enriched green tea drinks, canned Pretty Tasty Beauty Drinks, and Recess Water—both canned and packeted—with its playful slant on zero-proof drinks. The reintroduction of the 1980s fruity soft drink Slice was executed with a very 21st-century twist via healthier, fortified ingredients.

Long-time lifestyle-driven household cleaner manufacturer Method rolled out its shampoos and body care line and Happy Elephant was new on the scene with its eco-friendly home cleaning goods. With bar shampoo and conditioner gaining popularity among savvy travellers, Viori Bar raised those bars with rice-based hair care in elegant packaging and outrageously gorgeous scents that would not be out of place in a Beverly Hills or Soho fragrance salon. A Cure Skincare’s simple and streamlined collection also has great textures and light aromas. New Zealand once again had a presence, and the Wedderspoon honey products’ table drew interested attendees.

Nom Nom Udon and Mila Asian Foods showed it was possible to whip up a quick Asian dish at home or on the go that had satisfying, clean flavours without a salty aftertaste. After visiting the headquarters of Fischer and Wieser in Fredericksburg, Texas, it was nice to see this incredible condiment producer get an international spotlight.

While the personal care line Humble and the household product company Clean Cult were back at the show, we have to give them a shout-out for sharing the love and lots of samples in fresh new aromas. •

Elyse Glickman is US west coast editor of Lucire and the co-founder of Lucire Rouge.

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