Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based public relations and marketing communications firm. Trent & Company has a client roster of text book case studies of products, venues, books, films and experts in healthy lifestyles spanning traditional and alternative disciplines for wellness, beauty, fitness, nutrition and the environment.
Innovation, AI, and a Record Retailer Turnout Define NACDS Total Store Expo 2025
Check out top trends from the retail pharmacy industry show.
The NACDS Total Store Expo (TSE) once again proved to be the retail pharmacy industry’s most dynamic showcase of innovation and collaboration. According to Emily Dowsett, Vice President of Communications at NACDS, this year’s event reached new heights, drawing the highest percentage of retailer attendees in TSE history and an impressive influx of emerging small and mid-sized brands introducing fresh ideas and inventive products.
“We’re seeing a remarkable convergence of innovation and accessibility,” said Dowsett. “From AI-driven merchandising tools to the next generation of health and wellness solutions, TSE 2025 reflected how the industry is adapting to meet consumers where they are—both in store and at home.”
Dowsett credits much of the show’s success to the growing diversity of participants. “This year’s exhibitors demonstrated that great ideas don’t just come from big corporations,” she noted. “Smaller companies are entering the space with breakthrough products that address evolving consumer needs—especially in wellness, technology, and convenience.”
The presence of The Emerson Group and Cardinal Health at NACDS TSE 2025 signaled the scale and direction of the consumer health and pharmacy industry. Emerson, supporting major wellness brands like Sambucol, Haleon, and Salonpas, continues to play a key behind-the-scenes role in field sales, marketing, and logistics, while Cardinal Health showcased its leadership in B2B pharmacy solutions and retail support. Together, their participation highlighted the ongoing strength and evolution of the OTC and consumer health sector.
Among the standout trends:
Science-Forward, Wellness-Focused Supplements
The supplement aisle continues to grow with science-backed, plant-based, and functional wellness offerings that cater to today’s health-conscious consumers. MaryRuth Organics delivers multivitamins, probiotics, and herbal supplements with clean, allergen-free formulations, while Herbion Naturals combines traditional herbal remedies with modern science to support immunity, digestion, and respiratory health. TruLabs offers sugar-free, functional beverage mixes for hydration, energy, and cognitive wellness, and Quincy Bioscience focuses on brain health with research-driven cognitive supplements. On the floor, Prince of Peace highlighted the continued rise of traditional wellness ingredients like ginger, reimagined for the preventive health consumer. Together, these brands underscore a trend toward supplements and functional wellness products that are clinically credible, accessible, and designed to meet modern health and lifestyle needs.
Sustainability, Simplicity, and Smarter Systems
Sustainability and accessibility were also front and center, with notable advancements in eco-friendly packaging, including aluminum and cardboard prescription vials and customizable branding options. Prescription pickup kiosks gained attention as an efficient solution to streamline access and improve pharmacy operations.
Clean, Conscious, and Inclusive Personal Care
Drugstore shoppers are increasingly seeking safe, ethical, and accessible personal care products, and this year’s NACDS exhibitors showcased the depth of innovation in the space. Piggy Paint offers non-toxic, water-based nail polish for children and moms, free from harsh chemicals and cruelty-free, while Tress Wellness makes at-home waxing easy and inclusive with natural, cruelty-free formulations. Vitry blends heritage craftsmanship with modern beauty tools, and Soapbox combines vegan, eco-friendly formulations with mission-driven initiatives that let consumers track the social impact of their purchases. Advantice Health delivers trusted skin, foot, and first-aid solutions through brands like AmLactin, Kerasal, and Dermoplast. Innovation on the show floor added new dimensions: Tattoo Goo expanded from tattoo aftercare into skin barrier health, and Revol Cares energized the women’s health aisle with sustainable, reusable menstrual products. Collectively, these brands reflect a broader industry shift toward transparency, inclusivity, and purpose-driven formulations that empower consumers to make conscientious choices at the drugstore.
The New Face of Preventive and Personalized Health
A standout theme this year was consumer empowerment—particularly with the surge in GLP-1 support products and OTC hearing aids signaling a new era of self-directed care. This movement extended to the proliferation of home diagnostics, point-of-care rapid tests that help identify infection sources, and the continued rise of mood-calming and menopausal support supplements. Endorfix stood out with its transdermal patches designed for energy and appetite control. Their flagship products, Energy Skins and Appetite Skins, deliver microdoses of nutrients directly through the skin for consistent, crash-free energy and non-invasive appetite support, bypassing digestion entirely. With clean, sugar-free, and stimulant-free formulations, Endorfix provides effective solutions without the crashes or compromises of traditional energy drinks or diet aids.
“Consumer healthcare innovation is happening at the speed of light,” said Brooks Powell, Founder & CEO of Cheers, the #1 alcohol supplement brand in the U.S. “Modern media channels like TikTok and Instagram have shortened the time between innovation and mass appeal—and it’s premium, preventive products that are thriving right now.”
Powell noted that big healthcare companies are experiencing modest growth while emerging brands like Cheers are scaling fast. “Premium preventive care is where consumers are going,” he said. “Value-based brands aren’t winning right now—the best-in-class, science-backed, preventive ones are.”
Emerging innovations
Adding to the excitement, the New Product Showcase spotlighted some of the most inventive products debuting at retail. The list includes:
Home Healthcare: iHealth Labs, Inc. for At-Home Test Kits; LUXE Bidet for NEO Plus Bidet Attachment for Toilet Seat
Personal Care/Health & Beauty Care: Arcadia Consumer Healthcare for Nizoral Anti-Dandruff Shampoo Peppermint Complex + Tea Tree; and Tress Wellness for At-Home Wax Kit
Pharmacy Operations Equipment and Services: Pillumina for Infinitely Recyclable Aluminum Pill Bottles; and ScriptSave for RxCheck
What’s Ahead
From AI-driven merchandising to premium preventive care, NACDS 2025 underscored the shift from reactive health to proactive wellness. As Dowsett summed up, “We’re seeing a more connected, data-informed, and consumer-focused marketplace—one that’s ready to meet people where they are, with smarter solutions for every stage of health.”
RSS
