The Event

Natural Products Expo West 2027 Anaheim · 2-5 Mar 2027

Natural Products Expo West is the world's largest natural products trade show, bringing 60,000+ attendees and 3,000+ exhibiting brands to the Anaheim Convention Center. It covers the full range of natural, organic and better-for-you products, from supplements and food to personal care and beauty.

The concentration of health, wellness and beauty founders here is unmatched on the US calendar, and these categories carry exactly the kind of layered EU compliance work, CPNP, Responsible Person, supplement classification, that Expandly's Global Expansion Pathway (GEP™) is designed to help brands navigate.

View event site → What this means for EU expansion

The Room

Who's expected at Natural Products Expo West 2027

Expo West has the highest concentration of health, wellness and beauty founders of any US event on the calendar. If you sell supplements, functional food, personal care or clean beauty products, this is where your category shows up in force, and where questions about expanding into Europe come up constantly on the show floor.

Because the category mix is so specific, most attendees face a similar shortlist of EU compliance questions, CPNP notification, EU Responsible Person, supplement classification, which makes the messaging here more consistent than at a broader multi-category show.

Supplement brands Natural food and beverage founders Clean beauty and personal care brands Wellness product founders Retail buyers and distributors Ingredient and packaging suppliers Regulatory and compliance consultants

Is Natural Products Expo West 2027 worth attending for a growing brand?

Its concentration of health, wellness and beauty founders is unmatched among US natural products events, making it a strong option for brands in this category weighing where to invest show budget.

Growth-stage health and wellness brands

Founders past initial traction in the US who are scoping their next market, often the EU or UK.

Clean beauty and cosmetics brands

Companies weighing the extra compliance steps that come with selling cosmetics in the EU, including CPNP notification.

Supplement and functional food brands

Founders who need to understand that supplement rules vary sharply by EU country before committing stock.

Retail buyers and distributors

Teams sourcing new brands for European retail and ecommerce shelves.

Programme

What's on at Natural Products Expo West 2027

Four tracks anchor the confirmed agenda.

01 Category Trends and Innovation

Sessions covering where the natural products category is heading, from ingredient trends to shifting consumer demand. Useful context before deciding which products travel well to a new market.

What's next in natural and organic
Consumer trends shaping 2027
Innovation showcases across categories

02 Regulatory and Compliance

Practical sessions on label claims, ingredient rules and certification, directly relevant to brands planning EU market entry where the rules differ from US requirements.

Navigating label and claims requirements
Certification and testing considerations

03 Retail and Distribution Strategy

Covers getting products onto shelves and into ecommerce channels, useful groundwork for brands weighing retail versus direct-to-consumer routes into Europe.

Working with distributors and buyers
Building a multi-channel retail presence
Ecommerce strategy for natural brands

04 Funding and Scaling Operations

Sessions for founders thinking about the operational and financial side of scaling, including entering new geographic markets.

Funding your next stage of growth
Scaling operations without losing quality

Live Intelligence

What's being said about Natural Products Expo West 2027

Preview themes to expect at Expo West 2027, based on where the natural products category and its European regulatory environment have been heading.

Health and wellness brands are prioritizing Europe earlier

ECOMMERCE EVENTS CALENDAR · JUL 2026

US health, wellness and beauty founders increasingly treat European expansion as a near-term goal rather than a someday idea. Growing brands are starting compliance groundwork well before their first EU shipment, not after.

Cosmetics compliance is a frequent stumbling block

ECOMMERCE EVENTS CALENDAR · JUL 2026

Cosmetics brands moving into the EU need a CPSR, an EU Responsible Person and CPNP notification before they can sell. Brands that treat this as a pre-launch requirement rather than an afterthought move faster.

Supplement rules vary sharply by country

ECOMMERCE EVENTS CALENDAR · JUL 2026

Some products classed as supplements in the US are treated as medicines in parts of Europe, which changes what can be sold and how it must be labeled.

Expo West remains the highest-density natural/wellness event tracked

ECOMMERCE EVENTS CALENDAR · JUL 2026

Across the events calendar, Expo West continues to show the highest concentration of health, wellness and beauty founders of any single event. It's a must-attend rather than a discretionary event for this category.

The bigger picture

Expo West is where EU compliance planning should start

Health, wellness and beauty brands carry more EU compliance weight than most categories, which makes early planning more valuable, not less. If you're at Expo West, you're already in the room with the highest concentration of founders facing this exact question.

Cosmetics need a CPSR, an EU Responsible Person and CPNP notification before they can be sold in the EU. A US brand cannot act as its own Responsible Person.
Supplement and health product rules differ by country, so a product sold freely in the US may need reformulation or relabeling for parts of Europe.
GPSR requires most consumer products sold in the EU to have a Responsible Person, and the UK requires a separate one.
VAT lead times vary widely by market, from 3-4 weeks in the Netherlands to 4-6 months in Spain, so timelines should be planned around your slowest target market.
This event draws the highest concentration of health, wellness and beauty founders of any show on the calendar for this category, making it worth prioritizing over broader multi-category shows.

Mapping compliance requirements before you ship stock avoids the most common and costly delays for this category.

Expo West scale

Expo West is the world's largest natural products trade show, drawing more than 60,000 attendees to the Anaheim Convention Center each year.

60,000+attendees

Spain VAT lead time

VAT registration lead times vary widely by EU market, and Spain is the slowest of the major markets at roughly 4-6 months.

4-6months

Exhibiting brands

More than 3,000 brands exhibit at Expo West each year, confirming its position as the world's largest natural products trade show.

3,000+brands

Good to Know

Questions about Natural Products Expo West 2027

How big is Natural Products Expo West?

It is the world's largest natural products trade show, drawing 60,000+ attendees and 3,000+ exhibiting brands to the Anaheim Convention Center.

Why does Expo West matter for a brand considering Europe?

It has the highest concentration of health, wellness and beauty founders of any US event on the calendar, and many of those categories carry extra compliance steps in the EU that are worth planning for well before you ship stock.

What EU compliance issues are most relevant to Expo West exhibitors?

Supplements and health products are treated differently across EU countries, and cosmetics need a CPSR, an EU Responsible Person, and CPNP notification before they can be sold, so it pays to map these out early.

Can I sell US supplements and wellness products in the EU?

Supplements and health products are tightly regulated and rules differ by country. Some products classed as supplements in the US are treated as medicines in parts of Europe.

What extra rules apply to selling beauty and cosmetics in the EU?

Each product must be notified through CPNP, hold a safety assessment, and name an EU Responsible Person.

What is an EU Responsible Person and do I need one?

A Responsible Person is an entity based in the EU (or UK) that takes legal responsibility for a product's compliance and acts as the contact for authorities. Since GPSR applied from late 2024, most consumer products sold in the EU need one, and a US brand cannot fill the role itself.

Make Your Move

Heading to Anaheim?

If Expo West has you thinking about Europe, the compliance groundwork is worth starting now, not after your first order ships.

Expandly helps health, wellness and beauty brands map the EU Responsible Person, VAT and labeling requirements for their category through the Global Expansion Pathway (GEP™), with fulfillment through our Netherlands warehouse. We can put together a briefing ahead of the show so you know exactly what your category needs before you commit stock. Want to talk through what that looks like for your product line?