Key Takeaways
- FDA Issues Urgent Warning: 29 dietary supplements sold online found to contain toxic yellow oleander instead of labeled ingredients.
- NEXTY Award Winner: Big Bold Health's Immunity Chews featuring Himalayan Tartary Buckwheat wins top honors at Expo West.
- Multivitamins and Aging: New COSMOS trial data suggests daily multivitamin use may delay biological aging by up to five months.
- M&A Activity Continues: 1Q Health Group and Icelandirect both announce acquisitions to expand manufacturing capabilities.
- Delivery Format Innovation: Expo West showcases new formats including Strippies' AI-formulated oral strips and Sirio's plant-based gel tablets.
Top Stories
FDA Issues Urgent Warning Over Poisonous Supplements Sold Online
The U.S. Food and Drug Administration (FDA) has issued an urgent warning advising consumers to immediately stop using 29 dietary supplements sold through major online retailers including Amazon, eBay, and Etsy. Testing revealed that these products, marketed as containing tejocote root or Brazil seed for weight loss, actually contain toxic yellow oleander. Ingestion of yellow oleander can cause severe neurological, gastrointestinal, and cardiovascular effects, and can be fatal. This incident highlights ongoing challenges with third-party marketplace quality control and the critical importance of ingredient verification. Source
Big Bold Health Wins NEXTY Award for Himalayan Tartary Buckwheat Immunity Chews
At Natural Products Expo West, Big Bold Health was awarded the 2026 NEXTY Award in the "Supplement for the Body" category for its new Immunity Chews. Selected from over 1,000 entries, the product features Himalayan Tartary Buckwheat (HTB) sprout powder, a nutrient-dense ingredient with a high concentration of polyphenols. The chews combine HTB with zinc, magnesium, and vitamins C and D to support immune health and cellular energy. The award was accepted by Dr. Jeffrey Bland, founder of Big Bold Health and a pioneer in the functional medicine movement, underscoring the industry's shift toward food-as-medicine formulations. Source
Daily Multivitamin Shown to Delay Biological Aging in COSMOS Trial
A new study published in Nature Medicine, based on data from the COcoa Supplement Multivitamins Outcomes Study (COSMOS), has found that taking a daily multivitamin may slow biological aging by up to five months. The research utilized five different epigenetic clocks to measure biological age in older adults. The findings suggest that consistent multivitamin supplementation could be a viable strategy to support healthy aging, particularly for individuals already exhibiting signs of accelerated biological aging. For those looking to establish a strong nutritional foundation, a Complete Multivitamin can be an excellent daily habit. Source
Business and Investment
1Q Health Group has expanded its European contract development and manufacturing organization (CDMO) capabilities with the acquisition of EHF Production, a Netherlands-based contract manufacturer specializing in dietary supplements. This marks the fourth acquisition for 1Q Health Group, signaling continued consolidation in the European supplement manufacturing sector. EHF Production will continue to operate independently while leveraging the resources of the larger group. Source
In the North American market, Icelandirect, a portfolio company of New Heritage Capital, has acquired New Jersey-based supplement manufacturer SOMA LABS. The acquisition expands Icelandirect's manufacturing capabilities to include solid dosage forms such as powders, tablets, capsules, and chewables for both human and pet supplements. Source
Meanwhile, Opella has entered into a strategic and exclusive partnership with Colorado-based Verb Biotics to develop and commercialize a "next-generation" probiotic strain. The collaboration aims to create clinically proven gut health solutions, with Opella's chief scientific officer stating the partnership aims to "flip the script on what it means to power wellbeing from within." Supporting the microbiome is increasingly recognized as foundational to overall health, a philosophy we share with our Multispore Probiotic formulations. Source
Science and Research
While multivitamins showed promise in aging, a randomized controlled trial by Mass General Brigham researchers published in The Journal of Nutrition found that high-dose vitamin D3 supplementation did not significantly reduce monthly COVID-19-related healthcare use or disease severity. The trial, involving 1,747 patients, showed no benefit in preventing household-contact infections, though researchers noted a borderline-significant trend toward a lower prevalence of long COVID at two months, suggesting further research is warranted. Source
Algae-based ingredients, including astaxanthin and fucoidans, are gaining mainstream acceptance in the nutraceutical industry. Driven by consumer demand for clean-label, plant-based, and scientifically-backed products, companies like BGG, Oceanium, and Marinova are innovating in cultivation and sourcing. Recent research continues to highlight the health benefits of these ingredients in areas such as skin health, gut health, and immune modulation. Source
New Product Launches and Formulation
Expo West 2026 served as a major launchpad for novel delivery formats. Strippies, billing itself as the first AI-native wellness brand, officially launched with two oral strip formulations: Sleep (featuring 5mg of melatonin) and Energy (featuring 50mg of caffeine). The company utilizes sublingual delivery for faster absorption and claims its formulations are developed using machine learning models that analyze clinical studies and ingredient interactions. Source
In the prenatal category, SmartyPants Vitamins has launched a new OB-GYN co-developed prenatal supplement in a capsule format, a notable departure from its well-known gummy products. The formulation includes 480mg of choline and other bioavailable nutrients, designed to enhance the brand's clinical credibility. Source
Sirio introduced LifeChews, a new plant-based gel tablet supplement format. The company claims this delivery system mimics natural digestion, leading to a 198% improvement in bioavailability for lipid-soluble active ingredients like DHA, addressing consumer demand for effective, on-the-go formats. For those seeking high-quality omega-3s in traditional formats, our Omega-3 Fish Oil remains a staple for cardiovascular and cognitive support. Source
Regulations and Quality
The National Advertising Division (NAD) of the Better Business Bureau has recommended that Niagen Bioscience modify or discontinue certain advertising claims for its Tru Niagen dietary supplement following a challenge by competitor Reus Research. Niagen plans to appeal the decision, arguing that the NAD misapplied the substantiation standard for dietary supplement advertising. Source
Quality control in the gummy format remains a significant challenge. Supplement manufacturer NOW conducted tests on 12 popular brands of creatine gummies and found that five failed to meet their label claims for creatine content. Some failing products contained little to no creatine and showed signs of degradation into creatinine, highlighting the formulation and stability challenges inherent in gummy delivery systems. Source
A class-action lawsuit against Procter & Gamble regarding the labeling of its "natural" melatonin supplements will proceed. A federal court in San Diego ruled that a reasonable consumer could be misled by the term "naturally" on the product's label, given that the melatonin used is synthetic. Source
Marketing and Consumer Trends
The convergence of beauty and wellness continues to accelerate, with major retailers like Ulta and Target expanding their wellness sections to include supplements alongside traditional beauty items. This shift is driven by consumers viewing morning routines as self-care rituals, with a particular focus on "skinfication" ingredients in body care and ingestible beauty products. Source
Social commerce is rapidly becoming a dominant force in supplement distribution. According to recent data, social commerce, particularly on platforms like TikTok, accounted for $1.01 billion in supplement sales in 2025. This represents 5.4% of the e-commerce channel and 1.4% of the overall industry, fundamentally changing how consumers discover and purchase supplements through influencer marketing and in-app purchasing. Source
At Expo West, functional nutrition trends dominated, with a strong emphasis on gut health, personalized beverages, and protein innovation. Notable trends included the rise of "protein noodles" and dairy innovations like creatine-infused drinkable yogurt, reflecting a consumer desire for functional benefits integrated into everyday foods. Source
About the Author
Ben Law is the Founder of Love Life Supplements. He is passionate about health, fitness, and providing high-quality, clean supplements to help people live their best lives. Learn more about his journey and the LLS mission here.