Now, the results of the annual WholeFoods Magazine Natural Choice Awards are in!

Overall year-over-year growth for all survey respondents was a robust 6.1% increase.

Beauty supplements have evolved beyond a niche category; consumers of all ages and demographics consider nutrients that support glowing skin, shiny hair, and strong nails to be an essential component of self-care.

Discover the winners of WholeFoods Magazine's 2025 Natural Choice Awards!

Find out key strategies and study-backed ingredients that can help consumers stay safe.

WholeFoods Magazine and Readex Research surveyed independent natural organic retailers to paint a picture of independent natural products retailing in the U.S. today.

Leading beauty experts to spotlight topical and ingestible products, plus more insights to drive success. 

What current and evolving trends are looking fine in the beauty category? Take a look!

To help map out today's popularity trails in the beauty-from-within category, we gathered insight from industry insiders and highlighted the trends customers are leaning into, along with the need-to-know science.

Discover the winners of WholeFoods Magazine's 2024 Natural Choice Awards!