For the 18th consecutive year, Vitamin Retailer, with the guidance of a retailer panel, assembled the year’s best new products.
Eighteen years ago, Vitamin Retailer (VR) magazine decided to honor the year’s top’s products by asking for opinions from independent natural products, vitamin and supplement retailers. The objective was for stores to offer feedback and suggestions on some of the items that made an impact from late 2024 through 2025.
The VR editorial staff would like to extend our sincerest thanks to not only the retailers who assisted, but also to the manufacturers of the featured products. In no particular order, VR presents the Best New Products of 2025!
Örlö Nutrition — Icelandic Ultra Spirulina Line
Örlö Nutrition (Wilmington, DE) is a next-generation supplement brand that harnesses the transformative power of algae to deliver clean, science-backed nutrition. At the heart of the brand is a state-of-the-art facility in Iceland where algae are cultivated using 100 percent geothermal energy and pristine Icelandic water.
Örlö’s Icelandic Ultra Spirulina (IUS) Line is developed to support optimal performance and long-term well-being and provides essential nutrients in their most bioavailable and effective forms, the company said.
The line consists of IUS Blue Essence, Women’s Vitality Mix, Focus & Memory Gummies, Brain Performance Bar and Immunity Boost:
• IUS Blue Essence is sustainably made in Iceland and is packed with active B12 and phycocyanin to energize the body, boost brainpower and support your cells from inside out. It contributes to normal red blood cell formation, supports oxygen transport and energy conversion, promotes balanced cell division, helps guard against B12 deficiency-related fatigue and boosts immune function.
• Women’s Vitality Mix features active B12, iron, probiotics and IUS to support energy, immunity and digestion. It is a 100 percent vegan blend that is a natural source of B12 and rich in antioxidants and carotenoids.
• Focus & Memory Gummies are powered by Sharp PS, active B12, lion’s mane and IUS to boost focus, memory and mental clarity.
• Brain Performance Bar contains active B12, iron, lion’s mane and green tea caffeine to deliver clean sustained energy and mental clarity. It is also rich in 56 essential vitamins and minerals.
• Immunity Boost is formulated with vegan D3, active B12 and IUS to strength immunity, boost energy and support the body’s natural defenses.
“We’ve carried Orlo for about a year. I think they are heading in a great direction with a unique omega source. I also love their Immunity Boost Oral Spray with Spirulina as an alternative delivery of Vitamin D3. The Miron glass bottles for the algae soft gels are beautiful as well,” said Lauren Gaffney, co-owner of Mastel’s Health Foods in Saint Paul, MN.
Blue Essence is available for an MSRP of $45, Women’s Vitality Mix is available for an MSRP of $88 ($34 for a travel kit), Focus & Memory Gummies are available for an MSRP of $49.50, Brain Performance Bar is available for an MSRP of $5 for a single bar or $48 for a box, and Immunity Boost is available for an MSRP of $45.
For more information, call (833) 675-6669 or visit www.orlonutrition.com.
NOW Sports — E-Sport Reaction
E-Sport Reaction from NOW Sports (Bloomingdale, IL) is more than just a supplement—it is a scientifically engineered formula designed to meet the unique cognitive and physical demands for modern gamers.
According to the company, the supplement contains enXtra to ensure alertness for up to five hours, enhancing the mental game without affecting heart rate or blood pressure.* The formula includes Xtenergy for sustained, crash-free energy.*
E-Sport Reaction also includes lutein, zeaxanthin and MaquiBright to protect the eyes from high-energy blue light and maintain eye moisture.* The supplement aims to keep gamers competitive, energized and visually sharp during intense gaming marathons.*
The combination of these well-researched ingredients delivers a comprehensive solution designed to meet the cognitive and physical demands of gamers. It supports sustained focus, stable energy and optimal eye health for superior gaming performance,* the company said.
E-Sport Reaction is available in a 1 lb. tub for an MSRP of $49.99.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
For more information, call (630) 545-9098 or visit www.nowfoods.com.
Appalachian Botanical Co — Complete Beard Care Kit
The Complete Beard Care Kit from Appalachian Botanical Co. (Foster, WV) delivers a comprehensive regimen that transforms and perfects every beard type.
The kit includes a Beard Wash to eliminate dirt and bacteria, ensuring a clean and healthy foundation; a Beard Cream to restore vital moisture and leave the beard and skin feeling instantly fresh; a Beard Oil to deeply nourish and hydrate for unmatched softness and shine; and a Beard Balm to provide a final polish, allowing you to train and shape your style with a flexible hold.
The kit also includes a luxurious sandalwood beard comb and a choice of a custom-formulated Beard Oil, allowing for a personalized grooming experience, the company said.
According to the company, Gold is perfect for everyday, well-trained beards seeking effortless maintenance. Silver is designed to boost fullness and growth for a thicker, more impressive look. Bronze is designed to condition, smooth and soften naturally curly or wiry beards.
The kit also includes a clear guide for a personalized weekly bard care regimen. All formulas are GMO- and cruelty free and guaranteed free of parabens, phthalates and dyes.
“ … I just discovered them at the SENPA Northeast show. However, they were an absolute standout find and a wonderful discovery with an inspiring company story behind them. I’m excited to try the samples I received and look into bringing their products into my stores soon,” said Brian Mosser, owner of Get Healthy in Brooksville and Spring Hill, FL.
The Complete Beard Care Kit is available for an MSRP of $49.99.
For more information, call (304) 856-4015 ext. 1 or visit www.appalachianbotanical.com.
Fungi Perfecti — Host Defense Mushrooms MycoBenefits Line
According to Fungi Perfecti (Olympia, WA), the new Host Defense Mushrooms MycoBenefits product line was created after customers requested multi-ingredient products to support their wellness needs.
The company paired its U.S.-grown, mushroom mycelium with carefully selected botanicals, vitamins and minerals to create unique formulas to meet common consumer needs. Each formula is capsule-based and designed for modern wellness seekers who are looking for a convenient addition to their supplement routine,* the company said.
The line consists of four products:
• MycoBenefits Focus is formulated to support cognitive function, attentiveness and mental stamina. It contains lion’s mane, cordyceps, reishi, L-taurine, choline and a suite of B vitamins.*
• MycoBenefits Sleep is formulated to support sleep latency and promote more restful sustained sleep throughout the night. It contains reishi, lion’s mane, GABA, vitamin B6, magnesium bisglycinate, passionflower and L-theanine.*
• MycoBenefits Mood is formulated to support a calm and relaxed mind and body, promote emotional balance and enhance stress adaptation. It features reishi, lion’s mane, ashwagandha, holy basil, 5-HTP and L-theanine.*
• MycoBenefits Beauty is formulated to promote healthy hair, skin and nails by supporting skin hydration, antioxidant activity and cellular nourishment. It features enoki, chaga, reishi, hyaluronic acid, biotin, bamboo silica and an antioxidant fruit blend.*
“Having a brand I can wholeheartedly trust like Host Defense as my go-to line for mushrooms is already a win! When they launched the MycoBenefits line, it was an outstanding addition—offering targeted nutritional support with the right blend of mushrooms, herbs, and nutrients. Each formula is thoughtfully crafted to support specific needs such as a healthy mood, better sleep and even beauty from within,” Mosser said.
“We love the Host Defense brand. We love that Host Defense is combining vitamins, minerals, and mushrooms in one easy to take product. The line is doing well for us so far. It is very new to our store. The quality of the Host Defense line is top-notch. We know the MycoBenefits line will do well in our store,” added Holly Prugar, supplement manager and buyer at The Mustard Seed in Watertown, NY.
MycoBenefits is available in 60-ct. bottles for an MSRP of $29.95 each.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.
For more information, call (877) 504-6926 or visit www.hostdefense.com.
Tiiga — Tiiga Gut Health + Hydration
Tiiga Gut Health + Hydration from Tiiga (Lincoln, NE) is a whole-food hydration and gut health drink mix made with raw, unprocessed baobab fruit—a nutrient-dense superfruit naturally high in prebiotic fiber, antioxidants and electrolytes.
Sustainably sourced from Africa, Tiiga delivers clean, functional nutrition with minimal processing and no artificial ingredients, the company said.
“We’ve had Tiiga for about two years, another brand that was ahead of the curve in terms of offering a really good whole food hydration and gut health product, all from the superfood baobab. We love it when nature provides such an elegant foundational ingredient,” Gaffney said.
Tiiga Gut Health + Hydration is available in 15-ct. stick pack boxes, 16-ct. stick pack bags and 30-serving tubs for an MSRP ranging from $26 to $35.
For more information, call (402) 979-7220 or www.drinktiiga.com.
EuroPharma — Terry Naturally PEA Healthy Inflammation Response
EuroPharma’s (Green Bay, WI) Terry Naturally PEA Healthy Inflammation Response† is a powerhouse combination of PEA (palmitoylethanolamide) and serratiopeptidase that works synergistically to help you maintain the healthy, active life you love.*
Taken daily, it supports a healthy inflammation response, pain relief, cognitive health, nerve function and overall wellness,†* the company said.
“We’ve carried PEA for years, but recently it has started to gain more traction with our customers. We brought in the Terry Naturally PEA with Serratiopeptidase. It’s a nice combination and with their empty bottle guarantee, it is an easy sell to have a customer be able to try it risk free,” Gaffney said.
“PEA Health has been a fantastic addition to Terry Naturally’s already well-established product line. We’ve had multiple customers share that it has made a real difference in managing their pain and supporting recovery from injuries. For several, it’s been the key supplement that finally helped them get over the hump in reducing chronic pain and inflammation,” Mosser added.
PEA Healthy Immune Response is available in a 60-ct. bottle for an MSRP of $37.95.
†Occasional inflammation or muscle pain due to exercise or overuse.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
For more information, call (866) 598-5487 or visit www.europharmausa.com.
Superior Source — Clean Melts
California-based Superior Source’s Kid’s Immune Clean Melts contain up to 94 percent less sugar than average gummies. They are formulated specifically for children including enhanced antioxidant and immune system support.*
According to the company, zinc helps the immune system fight off invading bacteria and viruses, vitamin D3 is critical for a healthy immune system,* and vitamin C and elderberry provide enhanced antioxidant and immune system support.*
Kid’s Immune Clean Melts contain no glucose syrup, GMOs (genetically modified organisms), cane sugar, gelatin or artificial sweeteners. Never worry about your child consuming too much sugar while getting their daily supplement.
The gummies are available in a 60-ct. bottle for an MSRP of $14.99.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
For more information, call (800) 421-6175 or visit www.superiorsourcevitamins.com.
Boiron — Arnicare Roll-On
Arnicare Roll-On by Boiron USA (Newtown Square, PA) offers no-mess pain relief with a cooling metal roller that glides onto the skin.
According to the company, it is designed to prevent leaks and the massaging applicator keeps hands clean and is easy to apply on the go. Powered by Arnica, this quickly absorbed formula delivers relief for muscle pain, stiffness, swelling from injuries and bruises.*
Arnicare Roll-On does not contain menthol, camphor, methyl salicylate or capsaicin so there is no traditional strong medicine smell, the company said. It is also free of fragrances, dyes and parabens.
Arnicare Roll-On is available in a 1.5-oz. tube for an MSRP of $9.38.
*Claims based on traditional homeopathic practice, not accepted medical evidence. Not FDA evaluated.
For more information, call (800) BOIRON-1 or visit www.boironusa.com.
EuroPharma — Terry Naturally Fatigued to Fantastic Energy Revitalization
Terry Naturally Fatigued to Fantastic Energy Revitalization from EuroPharma (Green Bay, WI) drink mix delivers the benefits of 30 vitamins, minerals and critical nutrients for mind and body health.
Taken daily, it supports mental and physical resilience. The drink mix can be blended with breakfast smoothies or yogurt, or simply mixed with water, for energizing results.*
“Another item to add would be Terry Naturally/EuroPharma Energy Revitalization Powder. We don’t have this one in store yet, but the staff really liked the samples. It is a multivitamin powder with coenzymated B vitamins. This partnership of Terry Lemerond and Dr. Jacob Teitelbaum ensures a great quality product,” Prugar said.
Fatigued to Fantastic Energy Revitalization is available in a 3-oz. box of stick packs for an MSRP of $27.95 and a 7.6-oz. container for an MSRP of $63.95.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
For more information, call (866) 598-5487 or visit www.europharmausa.com.
Hardy Beverages — HTWO Hydrogen Water
HTWO Hydrogen Water from Hardy Beverages (Memphis, TN) ensures consumers “hydrate with more purpose.” HTWO delivers molecular hydrogen that penetrates deep into tissues and cells for elevated daily hydration. The science-backed formula promotes wellness, recovery support and focus.
According to the company, molecular hydrogen with electrolytes supports athletic endurance and everyday performance. The hydrogen acts as a powerful antioxidant while electrolytes help with hydration and recovery. Whether at the gym pre- or post-workout, on a deadline or hitting reset, HTWO easily fits into your day.
HTWO is a sugar-free hydrogen water that’s stimulant free and naturally flavored without artificial ingredients. It is smooth, fruity and citrusy, designed to energize without caffeine or stimulants. Enjoy a sleek, ready-to-sip pouch filled with crisp, clean flavor and essential nutrients.
“We carry acai, lemon, lemon lime, peach mango, the night life and regular. I absolutely love their water! I don’t feel the same if I miss a day drinking it. It is super hydrating and energizing!” Prugar said. HTWO Hydrogen Water is available in 16.9-oz. pouches for an MSRP of $3.69.
For more information, call (901) 779-2010 or visit www.htwo.com.
NutraBio Labs — Creatine + HMB
Creatine + HMB from NutraBio Labs (Middlesex, NJ) is a clinically researched performance formula designed to help you train harder, recover faster and build lean muscle without compromise.
According to the company, it combines 5 g of trademarked PharmaPure Creatine Monohydrate with 3 g of HMB to boost strength, power and endurance while protecting hard-earned gains. This powerful duo supports muscle growth and reduces breakdown, making it ideal for both bulking and cutting phases.
There is also added AstraGin to enhance absorption and utilization, so every scoop works harder. The result is improved performance, faster recovery and ability to push through plateaus, the company said. Whether chasing new PRs or maintaining lean muscle, Creatine + HMB helps you perform at your best every time you train.
Creatine + HMB is available in a 30-serving tub for an MSRP of $49.99.
For more information, call (888) 688-7224 or visit www.nutrabio.com.
Vital Planet — Critical Liver Care
Critical Liver Care from Vital Planet (Palm Harbor, FL) is a daily liver support formula with key nutrients, botanicals and research-backed ingredients for comprehensive liver health and detoxification support.
It also supports bile flow, antioxidant activity and cellular defense and offers daily support in a convenient once-daily dose, the company said.
“Critical Liver Care, the newest product from Vital Planet, has been a hit with our Get Healthy customers looking for a high-quality liver support formula. Utilizing the most effective forms of nutrients and optimal potencies, this product has quickly become a customer favorite—our shoppers are truly happy with the results!” Mosser said.
Critical Liver Care is available in a 90-ct. bottle for an MSRP of $39.99.
For more information, call (800) 928-8482 or visit www.vitalplanet.com.
Global Healing — Earth Harmony Methylene Blue
According to Earth Harmony/Global Healing (Houston, TX and Phoenix, AZ), methylene blue is a dye that has been used throughout history for a variety of scientific- and health-related applications.
The Earth Harmony Methylene Blue formula is 99.99 percent USP/Pharmaceutical Grade and contains liquid biophotonic gold, which enhances the photodynamic properties of methylene blue, the company said.
Methylene Blue has been studied extensively for its mitochondrial support properties. All Earth Harmony/Global Healing Products undergo rigorous third-party testing to ensure consistency and quality.
Earth Harmony Methylene Blue is available in a 2 oz. liquid bottle for an MSRP of $34.95.
For more information, call (800) 476-0016 or visit www.earthharmony.com.
Bluebonnet Nutrition — Sunfiber Prebiotic Soluble Fiber
Sunfiber Prebiotic Soluble Fiber from Bluebonnet Nutrition (Sugar Land, TX) is formulated with Non-GMO Project Verified, plant-based dietary fiber from sustainably grown and harvested guar gum that is partially hydrolyzed.
According to the company, this soluble and slow-fermenting fiber provides gut health support and prebiotic benefits while being well-tolerated and suitable for those following a low FODMAP diet.
It is vegan, kosher certified, gluten free, soy free and Monash University low FODMAP Certified in an easy-to-mix powder.
Sunfiber is available in a 7.4 oz. tub for an MSRP of $22.95.
For more information, call (281) 240-3332 or visit www.bluebonnetnutrition.com.
Earth Fed Muscle – Whey Back Vanilla Grass-Fed Whey Protein
Remember the first time you had vanilla ice cream on the boardwalk? It’s often the simple things that fuel our most memorable adventures.
Madagascar vanilla beans and the rest of the pure, simple ingredients of Whey Back Vanilla Grass-Fed Whey Protein from Earth Fed Muscle (Reading, PA) help reflect on where we came from and dream about where we’re going.
“Bringing in Earth Fed Muscle was one of the best business decisions of 2025 for us at Get Healthy. The EFM line is exactly what we were looking for when we wanted to add something new to our protein and sports nutrition set,” Mosser said. “Their products are made with clean ingredients, feature fun and eye-catching packaging, and—most importantly—they taste great! Our customers absolutely love them once they try them. I’ve now had countless repeat customers both in-store and online. I highly recommend adding them to your stores if you haven’t already.”
Whey Back Vanilla Grass-Fed Whey Protein is available in a 2 lb. (30-serving) tub for an MSRP of $59.99.
For more information, call (610) 223-0237 or visit www.earthfedmuscle.com.
