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Home » SPONSORED BY

The Buzz in Natural: August 2025

A roundup of thought-provoking posts we saw on social media!

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Credit Getty Images

July 24, 2025
WholeFoods Magazine Staff

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Call to action

Showing the power we can have when we band together, Michelle Martin of Cypress Minerals and Sameer Joshi of Cepham, in conjunction with The 6AM Agency, stepped outside of the everyday issues that impact our industry to focus on a global humanitarian campaign aimed at securing a permanent rescue shelter for child sexual abuse survivors. Because Hope Needs a Home is looking to raise USD $140,000 by August 15 to secure a stable residence for members of the Wings of Hope Rescue Home—a safe haven for girls between the ages of 11-17 (and their children) who are survivors of child assault, in Nairobi, Kenya. Many in the industry took to social media to spread the word. Read more on the initiative, and how to help.

GettyImages-2094906244.jpgPressing issue

Where is the line between needing an ingredient study or a full product study for substantiation? Asa Waldstein, Principal of Supplement Advisory Group, was shining a light on this regulatory issue on LinkedIn with a discussion on a National Advertising Division (NAD) case that explores the nuances of reasonable consumer interpretation of labeling claims. Asa’s takeaways: 

Study population matters: Looking at ashwagandha Randomized Controlled Trials (RCTs), NAD determined that one of the trials was insufficient for substantiation, since the study group was perimenopausal women, and the product is not specifically marketed toward women in this group.

Attributing benefits to ingredients is a “safer” strategy. Asa explained: “It’s ‘common-ish knowledge’ in certain regulatory circles that attributing benefits to ingredients rather than to the entire product may lessen the need for a product RCT. This can also help reduce litigation risk. What is odd is that Example #37 in FTC’s Health Products Compliance Guide seems to suggest that ingredient studies may not be enough. This got me thinking about context and the reasonable consumer takeaway. The theme is CONTEXT MATTERS, so reviewing the entire advertisement rather than just a specific claim is essential. 

Read the NAD case, and connect with Asa on LinkedIn for more regulatory updates and insights!


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Good question!

What’s your go-to health tip while traveling? Marketing pro Julie Dennis Fox posted that Q on LinkedIn, noting, “Summer travel is back in full swing—but between flight delays, heat waves, and packed airports, it’s more important than ever to stay grounded and healthy.” She shared her travel toolkit, complete with natural strategies and insights to stay well on the road, in a blog post WholeFoodsMagazine.com. And she got others buzzing about their wellness go-tos on social media. Among the must-haves: vitamin C, electrolytes, probiotics, glutathione, olive leaf extract, and quercetin.

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Hot topic

“Estrogen is the Beyoncé of our female health; when that is peaking, our life is peaking.” In the Naturally Informed talk “The Female Gut Biome: Unlocking LifeLong Health,” Emily Prpa Ph.D. made the science sparkle…and gave a great soundbite for socials! Dr. Prpa explored the latest research in the gut microbiome with a specific focus on women’s health, uncovering how microbial ecosystems influence female physiology from puberty through to menopause and beyond. Her presentation highlights the dynamic interplay between the gut microbiome and female sex hormones—known as the gut-hormone axis—and how this relationship evolves across a woman’s life. Dr. Prpa also spotlights the potential role of the gut-brain axis in influencing mood, cognition, and mental well-being during the menopause transition, while also touching on its relevance across other key hormonal life stages, including adolescence and postpartum. The presentation also considers the gut-skin axis, discussing how changes in the gut microbiome may impact skin health, and the emerging interest in gut-focused strategies to support skin function through different stages of a woman’s life. Catch her full session!


    All News Columns
    KEYWORDS Ashwagandha electrolytes estrogen glutathione microbiome NAD Olive Leaf Extract Probiotics quercetin regulations vitamin c
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    The editorial team at WholeFoods Magazine has decades of experiences reporting on natural products and dietary supplement industry news, trends, and more. This national business-to-business magazine has been published continuously for more than 40 years (the magazine was founded in 1977, and has been owned by Wainer Finest Communications since 1984). It is the longest-tenured media outlet of its kind in the natural products industry. The editorial focus at WholeFoods Magazine is, and always has been, on informing and educating members of the natural products industry.

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