Celebrating a decade of conscious innovation
This year marked a 10-year milestone for Sydney’s annual Naturally Good expo. To honour the occasion, a highly anticipated celebratory event took place at the ICC over 26-27th May, and it more than lived up to expectations.
The Naturally Good expo is an iconic business event that has become a pinnacle date in the industry’s calendar. The focus for 2025 was “connection”, with a dynamic new app and initiatives introduced to ensure high visitor quality for a wide range of buyers. Over two days, the Naturally Good community connected with business owners and industry leaders. Local and international visitors discovered the latest trends in natural and conscious products.
Expert insights
At the Pulse Stage, some of the biggest industry names led impactful keynotes integral to business success for the coming year. Day one kicked off with Jarna McLean, director of Health and Lifestyle at Circana, drawing a strong crowd. She shared exclusive data and insights, uncovering key drivers of growth and opportunity.
Despina Lord, founder of the Wellbeing Empowered Collective, also shared insider knowledge. As a leader in complementary medicine, she spoke on the changing pharmaceutical space and the opportunities to be gained from it.
On day two, PR experts Nastasia Jenkinson (Good Appetite) and Caitlin Elliott-Jones (Little Collins Studio) led a lively discussion. They explored how brands are building cult followings within their online communities. They explored what it takes to stand out and stay ahead in a competitive marketing landscape.
Standout brands
The Naturally Good Pitch Fest returned with a more competitive lineup than ever. This year’s winner, Not Coffee, delivered an emotive pitch with an inspiring backstory. The judges and audience members alike drank up every word! The Not Coffee team were awarded their prize at the Naturally Good Awards and 10 Year Celebration (sponsored by WellBeing and Eat Well Media). This year’s function took place at the chic waterside lounge Bungalow 8 in Sydney.
Other winners included: Best Food Product, Classic Chewy Caramel, awarded to Loco Love; Best Complementary Medicine Product, Sea Buckthorn Oil, awarded to Herbs of Gold; and Best Beauty & Personal Care Product, Peptide Collagen Moisturiser, awarded to Mud Organics.
Many brands made a strong impression this year. Tuttofare is tackling harmful skincare head-on. Their products are made from natural sources, with a focus on purity and simplicity. With fewer ingredients and a higher concentration, it’s designed to boost skin health and overall wellbeing.
Hello Period continues to smash taboos around menstruation. Their bright, innovative range is created with sustainability in mind. From cups and discs to reusable pads and underwear, there’s something for everyone. With tonnes of single-use products hitting landfill each year, this B Corp certified brand is making period care better for people and the planet.
AussieZinc also turned heads. Their natural mineral sunscreens were a crowd favourite. Founder Vicky, a mum of four, created the range to protect her family from the harsh Aussie sun without the chemicals. Now her range has expanded to include tinted, anti-aging and even a handy mozzie-repelling option.
Top trends at the Naturally Good expo
Key themes and trends of Naturally Good expo 2025 included high-protein products — everything from snacks and desserts to pasta and beverages with additional protein sources. This showed clear evidence of a retail market response to increased consumer demand.
“Sustainability” was high on the agenda, with the industry maintaining their position as thought leaders in the global effort to reduce waste and develop dynamic closed-loop business model systems.
“Heritage ingredients” also made a flavourful impact at this year’s event, with an abundance of products offering unique tastes, deep-rooted in history and culture. Entwined with sincere, personal storytelling, it showed how the tide is turning on traditional marketing techniques with authenticity becoming a fundamental attribute of a strong brand identity.
Missed this year’s Naturally Good expo? Catch the highlights on their website and secure your spot for 2026. Visit naturallygood.com.au.
