Natural Beauty Trends We Spotted at Naturally Good Expo 2025
Held at Sydney’s ICC on May 26-27, Naturally Good Expo 2025 went off without a hitch!
The highly anticipated event saw thousands of trade attendees gather in the exhibition hall to pay witness to hundreds of supplies across a range of categories, from food and beverages to home and living, across to beauty and personal care products.
Naturally Good is Australia’s business event for the conscious products community, celebrating its 10th anniversary in 2025. Exhibiting brands specialise in production using natural ingredients. The annual event was a must-attend for those interested in discovering the latest in non- and low-tox product trends, innovation, and to network with like-minded individuals.
Winners of the 2025 Naturally Good Awards were also announced during an exclusive networking evening. In the beauty space, Mud Organics took home the award for Best Beauty & Personal Care Product for its Peptide Collagen Moisturiser. The award for the Best Certified Organic Product went to Sanctum Organics and its Women’s Natural Uplifting Deodorant.
ProCollective’s sister site in Australia, Professional Beauty, was on the ground at this year’s event, meeting with beauty and cosmetics exhibitors. Some of this year’s most notable natural beauty trends included:
Animal by-products
We spotted beauty products containing a variety of sustainable animal by-products, from camel milk to beef tallow. A much talked-about ingredient for 2025, beef tallow is the key ingredient used in TUTTOFARE products. According to the brand, beef tallow is a highly effective skincare ingredient when correctly manufactured. TUTTOFARE prioritises a unique production process that avoids whipping the ingredient, thereby preserving the tallow and its hydrating properties. The brand is also now available at 50 salon locations (and counting) across Australia, revealing a growing interest in the ingredient in a professional capacity.
Skincare for teens, tweens and children
As demand for skincare grows among the country’s youngest consumers, natural beauty brands are stepping in. Salon-stocked brands like Petite Skin Co. combine stylish packaging with gentle skin solutions made for 7-14 year-olds. Owned by Jacqui Millbank, products by the brand are Australian made, cruelty-free, and free from parabens, sulphates, artificial fragrances, and pesticides.
Other exhibiting beauty brands also tapping into the growing, teen-tween-child skincare category were Routine Skin and MYŚAA. Co-founded by former salon owner, Steph Eastwood and mum, Amy Dusseldorp, Routine Skin offers a compact four-step routine to young people. Products feature Australian botanicals including kakadu plum, aloe vera, Tasmannia Lanceolata Leaf, and Kaolin for effective results.
Manufactured in the Indian Himalayas, MYŚAA offers an extensive portfolio of luxurious and organic skincare solutions. The brand boasts credentials including COSMOS certified, FDA approved, and derma tested, and features product lines specifically suited to teen and infant users. Some products are also made using recyclable materials.
Naturally Good Expo 2026 is set to be held on June 3-4 in Sydney. If you’re a natural beauty brand looking to exhibit at next year’s event, register here.