The Event

Newtopia Now 2026 Denver · Aug 18-20

Newtopia Now 2026, the rebranded Natural Products Expo East, brought together conscious, natural and sustainable CPG brands across supplements, food and beverage, personal care and household categories in Denver. The 2026 edition added a first-ever International Pavilion aimed squarely at brands with global ambitions.

Organized by New Hope Network, a division of Informa Markets, this is the same organizer family behind Natural Products Expo West. Founder conversations on the floor pointed to a consistent theme: scaling operations and supply chain, not the initial idea, is where growing natural CPG brands get stuck. If that sounds familiar, read the rest of this page with your own supply chain in mind.

View event site → What this means for EU expansion

The Room

Who was in the room at Newtopia Now 2026

Newtopia Now pulled together founders and buyers across natural supplements, food and beverage, personal care and household goods, all built around a conscious and sustainable positioning. With 560+ exhibiting brands and 7,000+ attendees billed, it was one of the densest natural CPG rooms in the US, and the International Pavilion added European retail buyers and distributors actively looking for brands to bring across the Atlantic.

The room mixed retail buyers, distributors, investors and both emerging and established CPG brands. Founder-to-founder conversations on the floor kept circling back to one theme: scaling operations and supply chain is the harder, ongoing problem once the product idea itself is proven.

Supplement brand founders Natural personal care brands Food and beverage brands Household and sustainable CPG European retail buyers Distributors and brokers

For a growing brand seeking the next step up, was Newtopia Now 2026 a good fit?

If your priority was testing European buyer appetite before committing to anything, this was a strong room. The International Pavilion put brands in front of European buyers and distributors directly. What it would not do is answer the compliance questions: classification, claims and labeling still need working through separately once a buyer says yes.

Who exhibits

560+ brands across supplements, food and beverage, personal care and household products, all positioned around natural and sustainable ingredients.

International Pavilion

New for 2026, this dedicated space connects natural health and beauty brands directly with international buyers and partners, a strong fit for brands eyeing Europe.

Who attends

Retail buyers, distributors and brokers from across the natural channel, plus a growing contingent of European buyers via the new Pavilion.

Programme

What Newtopia Now 2026 told us

Four takeaways stood out from Newtopia Now 2026.

Scaling and supply chain, not the idea, is where founders get stuck

Floor conversations across supplement, beverage and personal care brands kept returning to the same theme: the hard part isn't launching a good product, it's scaling operations and expanding the supply chain to keep pace with sales.

Education and activations shared one floor, not separate halls

Sessions and brand activations ran integrated across the same show floor rather than in separate conference space, keeping attendees close to the action throughout.

The International Pavilion delivered on its brief

The first-ever International Pavilion ran as planned, connecting natural health and beauty brands with global buyers and partners. Official post-event attendance figures for the Pavilion specifically haven't been published.

Newtopia Now confirmed for a new home in 2027

Organizers confirmed the 2027 edition moves to Chicago, worth noting if you are already sketching out next year's show calendar.

Live Intelligence

What's being said about Newtopia Now 2026

Intelligence on Newtopia Now 2026, which concluded 20 August in Denver.

Founders named scaling and supply chain as the real bottleneck

ATTENDEE LINKEDIN RECAPS · AUG 2026

Founder-to-founder conversations on the floor (including brands like Abby's Elderberry) converged on the same challenge: scaling operations and expanding the supply chain to match sales growth, not the original product idea. If your sales are outpacing your supply chain, you were far from the only brand in that room.

International Pavilion ran as planned

EVENTS INTELLIGENCE · AUG 2026

The first-ever International Pavilion ran for the 2026 edition, connecting natural health and beauty brands with global buyers. Official attendance figures for the Pavilion itself haven't been published post-event.

Scale holds steady post-rebrand

EVENTS INTELLIGENCE · JUL 2026

Since rebranding from Natural Products Expo East in 2024, Newtopia Now has maintained its scale at 7,000+ attendees and 560+ exhibiting brands.

European buyer interest in natural CPG

EVENTS INTELLIGENCE · JUL 2026

Early signals point to European retail buyers using the new Pavilion specifically to scout natural and sustainable brands for import, reinforcing that conscious CPG travels well across markets.

2027 edition confirmed for Chicago

ATTENDEE LINKEDIN RECAPS · AUG 2026

Organizer posts on the ground confirmed Newtopia Now moves to Chicago for its 2027 edition. Worth factoring in now if the Midwest is an easier trip for your team than Denver.

Expandly perspective

Scaling was the theme, and that's exactly where Europe fits

Newtopia Now's International Pavilion confirmed natural CPG has real cross-border demand, and European shoppers have a genuine appetite for natural supplements, personal care and sustainable household products. The loudest signal from the floor was a different one. Founders named scaling operations and supply chain, not demand, as their actual bottleneck. That is exactly where a European launch conversation needs to start.

Supplements are treated differently across the EU, and some products classed as supplements in the US are treated as medicines in parts of Europe.
Natural beauty and personal care products still need CPNP notification, a safety assessment and an EU Responsible Person.
Packaging and, where relevant, battery or textile EPR registration applies per country, often from day one in markets like Germany and France.
A Netherlands warehouse gives natural CPG brands fast, central fulfillment across Germany and neighboring markets.
The Pavilion was the place to test genuine buyer interest first, with the compliance and fulfillment plan following once that interest was confirmed.

The International Pavilion was a good place to test buyer interest. Classification and labeling rules should be confirmed before committing to a market, and the supply chain has to be ready to support it.

Exhibiting brands

Newtopia Now 2026 was billed at 560+ exhibiting brands spanning supplements, food and beverage, personal care and household products under a natural and sustainable positioning.

560+brands

Germany & France EPR

Packaging EPR registration applies per country, and in markets like Germany and France it applies from day one with no minimum threshold to clear first.

0no threshold, day one

Attendees

Newtopia Now 2026 was billed at 7,000+ attendees, including retail buyers, distributors and brands scouting international expansion through the new International Pavilion. No official post-event count was published.

7,000+attendees

Good to Know

Questions about Newtopia Now 2026

What is Newtopia Now and how does it relate to Natural Products Expo East?

Newtopia Now is the rebranded name for the former Natural Products Expo East, adopted in 2024. It keeps the same natural, conscious and sustainable CPG focus across supplements, food and beverage, personal care and household categories.

What's new at Newtopia Now 2026?

2026 introduced the first-ever International Pavilion, a dedicated space connecting natural health and beauty brands with global buyers and partners, aimed directly at brands with international ambitions.

How big was Newtopia Now 2026?

The show floor ran Aug 19-20 as part of the Aug 18-20 event, with 7,000+ attendees and 560+ exhibiting brands across supplements, food and beverage, personal care and household products. Official post-event attendance figures haven't been published.

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

Supplements and health products are tightly regulated and rules differ by country. Permitted ingredients, dosages, and health claims vary across the EU, and some products classed as supplements in the US are treated as medicines in parts of Europe. Check classification and claims per market before listing.

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

Cosmetics face specific EU rules: each product must be notified through the Cosmetic Products Notification Portal (CPNP), hold a safety assessment, and name an EU Responsible Person. Ingredient and labeling rules are strict.

Is Newtopia Now itself a compliance event, or just a buyer-connection one?

Primarily the latter. The International Pavilion was genuinely useful for testing European buyer interest and making introductions, but the detailed compliance and VAT planning still needs to happen separately once that interest is confirmed.

Make Your Move

Left Denver with European buyers asking?

If Newtopia Now's International Pavilion left European buyers asking about your brand, the next question is what a launch actually takes, especially if scaling the supply chain is already on your mind.

Expandly's Global Expansion Pathway (GEP™) covers the CPNP, EU Responsible Person, VAT and packaging EPR steps that natural health and beauty brands need before an EU launch, backed by our Netherlands warehouse for fulfillment. If Newtopia Now generated real European interest, let's talk about turning it into a launch plan your supply chain can actually support.