The Natural List - Natural personal care trends, NEXTY Awards innovationsThe Natural List - Natural personal care trends, NEXTY Awards innovations

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by Steven Jamieson, health and body care merchandiser at PCC Community Markets and guest judge for the 2025 Natural Products Expo NEXTY Awards. With 13 years of experience in the natural products industry, Steven shares what surprised him most from the judging process, including standout product trends, ingredient innovation and the fascinating dynamics of product evaluation alongside other industry experts. From his toothpaste TED Talk to inspiring conversations around ethical sourcing and storytelling, Steven flexes his foodie and beauty sides and reveals what makes a product resonate in the natural products space. 

Our co-hosts lean into Steven’s expertise as they explore emerging beauty and personal care trends, including the rise of oral care products as the new gateway to cleaner, better-for-you options. Steven highlights the challenge of balancing quality with affordability in skin care, emphasizing the importance of efficacy backed by scientific claims. Tune in to discover how PCC Community Markets creates a unique, destination-worthy experience for shoppers and what’s shaping natural personal care and better-for-you products in 2025. 

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In this episode:  

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Our guests

Steven Jamieson, Health and Body Care Merchandiser
PCC Community Markets 

Steven Jamieson has been with PCC Community Markets for nearly 10 years and currently is the lead merchandiser for the Health and Body Care (HBC) team. His responsibilities include managing and nurturing relationships with hundreds of PCC’s vendors in addition to mentoring and leading the co-op’s wellness staff across its 16 locations. Steven and his team work to ensure that PCC carries the cleanest of HBC products that have the same integrity and outstanding quality as the food on the co-op’s shelves. In fact, PCC’s HBC products are free of over 500 ingredients common in products carried by major retailers, resulting in the co-op having some of the highest standards in the nation. 

Related:The Natural List - Opportunities in regenerative CPG with ReGen Brands' Anthony Corsaro

Steven’s connection to the co-op started at a young age; he was raised growing fruits and vegetables on his grandparents’ ranch in Washington state. He received his bachelor of science in Nutrition and Culinary Arts from Bastyr University. 

Your hosts 

About Jessica Rubino  

Jessica Rubino is a natural products industry expert and content strategist with more than 15 years experience in media, events and natural products. As New Hope Network’s vice president of content, Jessica oversees digital and print content, conference programming and branded content for CPGs, retailers, investors and service providers. Jessica is passionate about using innovation as a force for good and leveraging content to spark the changes we want to see in the world.  

About Adrienne Smith  

Adrienne Smith is the director of content for newhope.com and the editor-in-chief of Natural Foods Merchandiser magazine where she helps ideate and produce content for natural products retailers, brands and entrepreneurs. She also runs the NEXTY Awards, an annual program held in conjunction with Natural Products Expo West that recognizes emerging and established natural CPG brands for their innovation, inspiration and integrity. 

Related:25 top predictions for conscious CPG and retail in 2025

Before coming to New Hope Network, Adrienne spent two decades writing about food and beverage products and trends for the Spanish Ministry of Foreign Trade in Madrid, Spain, as well as for publications including the International Herald Tribune/New York Times and El País. A former restaurant owner, chef and sommelier, Adrienne is passionate about food in all its forms.