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 five companies that are innovating in the "Transparency" trend within the Earning Consumer Trust macro force. Brands are learning to be honest and upfront about their ingredients, processing and sourcing methods, even showing vulnerability in areas where they strive for greater.

1. Not Your Mother’s

What is it? Not Your Mother’s is a hair care line of shampoos, conditioners and styling products.

Innovation: Not Your Mother’s (NYM) Natural line is 98% naturally derived hair care. The products are made without sulfates, phthalates, gluten, silicones, parabens or dyes. An ingredients glossary on the company's website allows users to define each ingredient in NYM’s products.

2. Luke’s Lobster

What is it? This seafood company prides itself on procuring top-quality sustainable seafood at the dock, which is then steamed, picked and packed.

Innovation: Luke’s Lobster products are traceable to the harbor of origin. Luke’s Lobster is both MSC-certified sustainable and SQF level 3 food safety certified—the only seafood company holding both certifications in North America.

3. Pescavore

What is it? Pescavore is a seafood company that sells seafood jerky that is responsibly caught. Pescavore uses marinades and whole cuts, then applies natural wood smoking.

Innovation: Users can virtually “meet” the ship captains that catch Pescavore’s fish. The company's videos provide information about the captains and also the sourcing of the fish, such as where the boats fish and what they are catching.

4. Forces of Nature

What is it? Forces of Nature combines organic homeopathic remedies and organic essential oils into OTC topical medicines to treat common ailments.

Innovation: This company is transparent about the sourcing of its ingredients. On the company website, consumers can see that Forces of Nature’s Helichrysum officianalis is grown in Corsica and that its lavender is grown on a remote hilltop in Northern California overlooking the Pacific Ocean.

5. Thirsty Naturals

What is it? Thirsty Naturals is 100% natural, plant-based and toxin-free face and body care products made specifically for the sensitive and oil prone skin of teenagers.

Innovation: Thirsty Naturals has an ingredients list available online that lists each ingredient and its purpose.