4 companies pushing the 'personalization' trend

NEXT Trends 2020 series: In an effort to help support retailers and brands, we will be publishing regular brand features for the next few weeks. Brands are selected from those that registered to exhibit at Natural Products Expo West 2020 and were curated as great examples of one of 50 trends New Hope Network is monitoring in the marketplace.

These trends are part of New Hope Network's NEXT Expo Guidebook and trend hierarchy.

Today, we look at four companies that are innovating in the "Personalization" trend within The Power of Science macro force. One size does not fit all, and smart brands realize consumers need tailored guidance, nutrition and wellness practices, thus perpetuating innovation around personalization.

1. myDNA Life

What is it? Send in a cheek swab to myDNA Life, and the company will analyze the sample for genetic markers. The company then provides an analysis as well as an action plan for nutrition and fitness, skin anti-aging or vitamins, depending on the product purchased.

Innovation: For example, if a customer orders the “Personalized Skin Aging Defense” System, she or he will receive information about his or her predisposition to aging, targeted protective measures to help improve his or her daily skin care, and a personalized skin care plan.

2. The Coconut Cult

What is it? The Coconut Cult makes "superstrong” probiotic coconut gelato and yogurt.

Innovation: Customers can use The Coconut Cult website to create custom packs of gelato and yogurt. The company recommends custom dosage so that the yogurt is used as a probiotic supplement. 

3. Mayu Water

What is it? These solutions are added to purified water to remineralize it. 

Innovation: Mayu Water's blends of essential minerals supplement filtered water. The company says these blends are ideal for water filtered by reverse osmosis or thermal distillation, as these systems remove essential minerals along with the pollutants and contaminants.

4. Quicksilver Scientific

What is it? A nutrition company that makes detoxification test kit and supplements.

Innovation: Quicksilver Scientific products include tests to identify individual toxicity levels of environmental toxins like heavy metals. The company provides consumers detoxification protocols and a line of supplements.