Natural beauty and personal care brands were a strong presence at this year’s Newtopia Now, held over two days at the Colorado Convention Center in downtown Denver. The event brought together purpose-driven brands, retailers, and industry leaders across thoughtfully designed neighborhoods including Thrive, Glow, and Regenerate, each highlighting a unique facet of conscious living. In addition to exploring the vibrant show floor, attendees participated in educational sessions, offsite experiences, and networking opportunities focused on the future of consumer wellness. While clean ingredients and sustainability remained core themes throughout the beauty and personal care space, several broader trends also stood out among exhibitors.
Body Care
Body care continues to be a major growth driver, reaching $19.7B in U.S. sales and growing +12.7% versus a year ago. As consumers increasingly prioritize skin health, their focus has expanded beyond facial care to encompass whole-body wellness. Several brands at the show reflected this shift, approaching body care from different angles. Kristina Elise highlighted a minimalist approach with organic offerings such as shea butter creams and body oils made with simple, effective ingredients. Sparitual showcased vegan, spa-quality products designed to bring self-care rituals into the home, while Daily Concepts emphasized sustainable shower accessories that help transform everyday routines into more intentional, restorative experiences.
Sexual Wellness
The convergence of beauty and wellness continues to gain momentum as consumers increasingly seek products that support both their appearance and overall well-being. When wellness is incorporated into the traditional beauty and personal care landscape, the market expands by 37%, underscoring the growing consumer interest in holistic self-care. Wellness brands were well represented throughout the show floor, with sexual wellness emerging as a particularly prominent theme this year. Mood showcased clean-label drink mixes designed to support mood and emotional well-being, while Alubri highlighted science-backed solutions focused on women’s intimate health. Sweetums brought a playful approach to the category with scented and flavored intimacy products aimed at enhancing confidence and self-expression.
Women’s Wellness
Women’s wellness was another theme that stood out across the show floor, with brands taking innovative approaches to supporting hormonal health and overall well-being. The Cycle, which won this year’s Beauty & Wellness Pitch Slam, offers beverages formulated with sea buckthorn to help support women through different phases of their cycle. Iris showcased electrolyte drink mixes enriched with nutrients designed to promote hormonal balance and wellness, while Rif featured an organic collection of period care products made with hemp seed. The ingredient is gaining traction among consumers, with hemp seed-based feminine care products growing +68% in dollar sales compared to a year ago.
