Vision Expo West Announces Finalists for VSP Vision Innovation Challenge 2025

Vision Expo West, produced by RX and The Vision Council, in collaboration with MATTER, the premier healthcare incubator and innovation hub, and VSP Vision™, the leader in health-focused vision care, announce the six startups selected to participate in the VSP Vision Innovation Challenge, a global competition to source and advance solutions enhancing provider and patient experiences in eyecare.

The six finalists—three early-stage and three later-stage companies—will participate in a four-week startup bootcamp from August 11 to September 5, 2025, receiving expert mentorship and exclusive resources to refine their value propositions. They will then present their solutions live on stage at Vision Expo West at The Venetian Expo in Las Vegas, Nevada on September 18, 2025, and showcase their products in the show floor’s new startup-dedicated space, Launchpad.

In addition to the exposure at one of the largest gatherings of vision care executives and professionals in the industry, selected early-stage startups will have the potential to secure a $400,000 investment from Topcon Healthcare, Inc.’s THINC Ventures capital arm.

Meet the 2025 Startup Cohort

Later-Stage Finalists

Remidio — Glen Allen, Virginia

Suite of AI-enabled hardware and software delivering remote, accessible eye care and whole-body health.

Vivid Vision — San Francisco, California

VR-based vision therapy system treating various vision problems such as amblyopia (lazy eye), strabismus (crossed eyes), and more.

Reyedar — Groningen, Netherlands

Eye tracking AI for early detection of glaucoma, Alzheimer’s, and Parkinson’s.

Early-Stage Finalists

Vitazi.ai — Santa Fe, New Mexico

AI-powered decision support platform enabling the early detection of various conditions, including diabetic retinopathy, cardiovascular disease, and neurodegenerative disorders, through a retinal scan.

Soliddd — New York, New York

AR glasses for macular degeneration that restore full-field sight to functionally blind people.

Muse AI — Richardson, Texas

AI eyewear recommendation tool helping independent optometrists and retailers create a personalized pre-shopping discovery experience for their customers.

This year, the show is taking innovation to the next level with the introduction of Launchpad — a new, dedicated area on the show floor designed exclusively for startup companies, including the six finalists of the VSP Vision Innovation Challenge. With 28 startups showcasing cutting-edge products, Launchpad is set to be one of the most exciting additions to Vision Expo yet.

Attendees can expect to discover groundbreaking technologies ranging from new diagnostic devices and treatment tools to software platforms and retail innovations, all designed to transform every facet of vision care.

Additionally, Vision Expo will also feature a series of exclusive educational seminars and hands on workshops led by industry experts. This provides an excellent opportunity for attendees to gain first person insights into the latest trends and practices in eye care. With a focus on innovation and growth, these sessions are not to be missed for those looking to stay ahead in the rapidly evolving world of eye care.

“The VSP Vision Innovation Challenge showcases the future of eyecare by elevating bold, next-generation ideas that have the power to elevate the industry,” said Ashley Mills, CEO of The Vision Council. “With the debut of Launchpad at Vision Expo West, we’re strengthening our commitment to innovation – giving startups a dedicated platform to shine and bringing their disruptive technologies directly to the industry’s doorstep. Vision Expo West remains the ultimate destination for discovering what’s next in optical, and we’re proud to help foster the connections and creativity that will shape the future of vision care.”

Event Information

VSP Vision Innovation Challenge Awards

Main Stage, Vision Expo West
Thursday, September 18
4:00 PM – 5:30 PM

As next-gen technologies and research continue to elevate the role the eyes play in preventive care and overall health, it is essential that new solutions emerge that can help scale access to care and enhance patient and provider experiences.

Attendees at Vision Expo West can hear about the latest technologies from the top six finalists and witness the crowning of the winner of the VSP Vision Innovation Challenge 2025.

Source: Vision Expo

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August 5, 2025August 5, 2025

Comedienne Kate Flannery Recommends The EASY Way for Contact Lens ‘Office’ Use

Comedienne Kate Flannery has partnered with Contact Lens Institute^™ (CLI) to encourage eye care professionals to consider The EASY Way when discussing healthy wear-and-care routines with soft contact lens patients. A digital campaign is running on social media platforms over the next several weeks, with the video centerpiece also available as a YouTube Short at youtube.com/shorts/mR2JCDll8BM.

Flannery is globally recognized for her iconic role as Meredith on The Office and her moves on Dancing with the Stars. “While there’s no joking about contact lens health, I know from my time as an actress and comedienne that keeping things simple is one of the best ways to connect with people. That applies to your contact lens patients, too, especially when it comes to healthy and comfortable wear and care,” she says.

“That’s why Contact Lens Institute introduced The EASY Way—three simple steps to improve their experiences.”

Comedienne Kate Flannery Recommends The EASY Way for Contact Lens ‘Office’ Use

Now in its fifth year, The EASY Way (Eyes, Awareness, Safety and You) is used by eye care practices across the U.S., Canada, and worldwide. It includes simplified tips, attention-grabbing infographics, and companion digital resources for use in practices, presented in a memorable and straightforward way. All components are available for free download within The EASY Way resource page on ContactLensInstitute.org. At the center of the program are three easy steps:

1. Think Clean. Wash and dry your hands every time before touching your lenses or eyes. If you wear reusable lenses, always clean and disinfect them with each removal, and clean your lens case as directed. Keep your lenses and case away from any type of water, which can contain harmful microorganisms.

2. Remember Fresher is Better. Wear your contacts for only as long as your eye care professional says, replacing them with fresh lenses on schedule. Only wear daily disposable lenses once, and always rely on new solution for reusable lens disinfection and storage. Replace your lens case at least every three months.

3. Trust Your Eye Doctor. Listen to your eye care professional, who has specialized training. If you have any questions, contact their office—they care about your health and great vision.

“As a contact lens wearer myself, I need this too. You’re the eye experts, so help me and a few million other people out. Take part in The EASY Way. It’s… easy,” quips Flannery.

Her video joins a series of recorded spots that feature prominent and emerging optometrists and opticians from across the eye care spectrum, all available on Contact Lens Institute’s YouTube channel at youtube.com/@thecontactlensinstitute.

Click HERE for the press release.

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August 4, 2025August 4, 2025

Blazing Trails and Breaking Barriers: Helen Whitaker on Leadership, Innovation, and Vision Care for All

Episode 3 of Eye on the Industry Podcast

Helen Whitaker, guest speaker on the Eye on the Industry podcast

In the latest episode of the Eye on the Industry podcast, co-hosts Christine Zeggil and Isabelle Tremblay sit down with a powerhouse in global opticianry—Helen Whitaker. President of the International Opticians Association (IOA), award-winning optician, mobile eye care pioneer, and eyewear designer, Helen brings energy, insight, and an unmistakable passion for people to every facet of her work.

From her early days selling ophthalmic devices in the UK to landing in Powell River, BC as a single mother reinventing herself, Helen’s journey is one of resilience, reinvention, and purpose. Her entry into opticianry through direct perceptorship led to roles as a contact lens fitter and refracting optician—and eventually to global leadership.

“I’ve had many lives,” she says, “but the optical profession allowed me to combine all the things I care about—customer service, creativity, problem solving, and making people feel seen.”

Mobile Care with a Mission

Helen founded Secure Vision, a mobile optical clinic, in 2018 after witnessing how many clients—particularly seniors—struggled with traditional clinical environments. Her mission: meet patients where they are, both literally and emotionally.

Whether in assisted living homes, law offices, or remote communities, Secure Vision offers personalized, empathetic care tailored to each client’s needs. “Being mobile isn’t just about a van,” Helen notes. “It’s about flexibility, listening deeply, and adapting your service model to make people feel safe and seen.”

Leading on the World Stage

Helen’s appointment as president of the IOA comes with a strong sense of responsibility—and humility. “It’s early days,” she says, “but my goal is to enhance global collaboration, share best practices, and provide a platform for countries and professionals who don’t yet have one.”

From policy development to peer mentorship, Helen wants to foster a culture of mutual support and lifelong learning in opticianry worldwide. Her dream? A global resource centre powered by the generosity and experience of optical professionals everywhere.

Raising the Bar

As the profession evolves, Helen believes opticians must embrace innovation—from AI to teleoptometry—while doubling down on what matters most: the patient experience. “Elevate care, elevate outcomes. That’s how we raise the profession.”

She’s particularly encouraged by the collaborative spirit she sees emerging across social platforms like LinkedIn, where opticians are sharing expertise and celebrating one another. “It’s not about ‘me’ anymore. It’s about ‘we.’ And that’s beautiful.”

Jezebel: Frames with a Story

In a fun twist, the episode also reveals that Helen has her own eyewear line, “Jezebel,” named after her daughters Jade, Beth, and Lydia. Handcrafted in Italy by a women-run factory, the frames blend boldness and femininity with thoughtful design to flatter even high prescriptions. “It’s about empowerment and joy,” she says, holding up frames named after each daughter—and one after herself.

Superhero Mode: Activated

Asked to name her optician superhero alter ego, Helen consults ChatGPT live and emerges as “Lumina,” a global connector and visionary with the superpower of “vision synchronization.” It’s fitting for someone whose mission is to help professionals and patients truly see each other—with empathy, clarity, and purpose.

Final Words of Advice

To newcomers in the optical field, Helen’s message is simple: “Stay curious. Keep learning. And be proud of what you do—because we have the power to change lives.”

—

🎧 Listen to the full episode of Eye on the Industry to hear Helen’s inspiring stories, including a hilarious surprise proposal on a mission trip in Honduras, her hopes for global education recognition, and what excites her most about the future of the profession.

🕶️ This episode is sponsored by Optik Magazine and Eye Care Business Canada—Canada’s leading media source for eye care and eyewear professionals. You can follow each episode of “Eye on the Industry” podcast on the OptikNOW.ca website or your favourite podcast network.

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August 4, 2025August 4, 2025

The Vision Council Supports the Optical Industry as New Reciprocal Tariff Rates Are Announced

The White House has issued formal notice that updated reciprocal tariffs for key trade partners will go into effect beginning August 7, 2025, at 12:01 a.m. EDT, ending a temporary pause in enforcement first signaled in April 2025. These new measures pose a substantial challenge to the global sourcing, pricing and logistics strategies of businesses across the optical industry.

As the leading advocate and resource for the vision community, The Vision Council is closely monitoring these developments and is committed to providing timely, actionable insights to support members navigating this evolving trade environment.

New Reciprocal Tariff Rates

The new reciprocal tariff rates outlined in the Executive Order, vary by country, ranging from 15 percent to 41 percent on imports. Countries not listed will incur a 10 percent reciprocal tariff.

China, currently the largest exporter of frames, lenses and eyewear accessories to the United States, remains subject to a reciprocal tariff rate of 10 percent, and faces a separate tariff adjustment scheduled for August 12, pending the outcome of ongoing negotiations.

Below are some of the updated rates by country:

European Union: 15 percent, varied depending on the existing regular tariff rate associated with a product
Japan: 15 percent
Vietnam: 20 percent
Taiwan: 20 percent
India: 25 percent
Brazil: 10 percent reciprocal, plus a 40 percent retaliatory tariff

Other Tariff Updates

International Emergency Economic Powers Act (IEEPA) Tariffs*:
- Mexico: 25 percent, negotiated a 90-day extension of status quo
- Canada: 35 percent, in effect August 1

*In most cases, goods covered by the United States-Mexico-Canada Free Trade Agreement (USMCA) remain tariff-free

De minimis: The de minimis shipment process which allowed duty-free imports for shipments of $800 or less is scheduled to end on August 29, 2025.

Members of The Vision Council can access a list of country-specific tariff rates and tariff simulation tools here.

Broad Impacts on the Optical Supply Chain

Below is a breakdown of how leading import sources are impacted in three core product categories:

Sunglasses: As one of the most concentrated product categories, with China dominating U.S. imports, the latest tariffs could significantly disrupt pricing and sourcing strategies for this high-volume segment.

*Country*	*Share of U.S. Imports*	*Reciprocal Tariff Rate beginning 8/7*
China	89%	Pending separate China-specific tariff
Italy	5%	15%
Taiwan	3%	20%
Japan	1%	15%

Plastic Frames and Mountings: Foundational to optical retailers and labs, and the diversity of sourcing means inventory and procurement teams can expect more complex decisions ahead.

*Country*	*Share of U.S. Imports*	*Reciprocal Tariff Rate beginning 8/7*
China	72%	Pending separate China-specific tariff
Italy	9%	15%
Vietnam	6%	20%
Taiwan	4%	20%
Japan	3%	15%

Non-glass Lenses: Critical for prescription eyewear, new tariffs on lenses are likely to result in continued pricing pressure for eyewear retailers and consumers.

*Country*	*Share of U.S. Imports*	*Reciprocal Tariff Rate beginning 8/7*
Mexico	26%	No reciprocal tariff, 90-day extension of 25% IEEPA tariff; goods under USMCA tariff-free
China	19%	Pending separate China-specific tariff
Thailand	15%	19%
Indonesia	12%	19%
Laos	8%	40%

The Vision Council’s Commitment to Industry Support

“As the leading voice and resource for our industry, The Vision Council is stepping forward to help members understand the implications of the latest reciprocal tariffs impacting international trade partners, and provide tools to help adapt their strategies, and advocate for sustainable solutions,” Ashley Mills, CEO of The Vision Council. “We recognize the significant pressures these measures place on businesses—especially smaller enterprises and independent retailers with limited flexibility. In response, we are mobilizing our research, policy, and member support capabilities to provide timely guidance and actionable insights. The Vision Council is equipped to lead the way and ensure the optical community remains resilient and competitive.”

As the industry’s trade association, The Vision Council is actively working to:

Analyze and interpret emerging trade policies
Offer tools to evaluate tariff impact
Advocate for the optical community’s interests in Washington

To empower businesses with the information and support needed to make informed decisions, The Vision Council offers exclusive access to:

Latest Tariff Developments: Real-time updates and expert analysis on evolving policy actions and timelines.
Tariff Dashboard: A members-only, customizable simulation tool to assess how specific tariff scenarios can impact cost structures and business operations.
Industry Resources & Guidance: Includes archived webinars and country-specific tariff information.

Source: The Vision Council

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August 4, 2025August 4, 2025

CooperVision Expands Plastic Neutral Contact Lens Initiative into Hong Kong, Premieres New Video in Series

CooperVision announced today the expansion of its plastic neutral contact lens initiative to include Hong Kong. With the addition of this latest market, eye care professionals and contact lens wearers in 34 countries and territories are now helping make a positive impact on People + Planet, simply by prescribing and wearing CooperVision’s participating contact lenses.^*1

CooperVision’s partnership with Plastic Bank^® began in 2021, making it the first contact lens manufacturer to provide a full range of plastic neutral lenses.^†2 Through this collaboration, CooperVision funds the collection and recycling of ocean-bound plastic equivalent to the weight of plastic used in participating products sold and distributed across participating countries.^*1 To date, the program has prevented the equivalent of more than 513 million plastic bottles from entering the world’s oceans.^‡3

“With every expansion, we can make an even bigger difference. Our plastic neutrality initiative is a powerful example of what we can achieve when we work together,” said Aldo Zucaro, Senior Director, Corporate Responsibility, CooperCompanies. “Thanks to the continued support of eye care professionals and wearers around the world—now including Hong Kong—we’re turning everyday actions into meaningful impact for the environment and communities in need.”

In addition to the environmental benefits, CooperVision’s plastic neutrality initiative elevates the lives of Plastic Bank collector members in hundreds of coastal communities.³ In exchange for the ocean-bound plastic waste they collect, adults receive credits to purchase goods and services, including health, work and life insurance, digital connectivity, grocery vouchers, school supplies, and more.⁴ A vision care program provides vision screenings and vouchers for complimentary eye examinations and glasses for eligible Plastic Bank collection members.⁵

A companion video series educates viewers on CooperVision’s partnership with Plastic Bank, including a new episode titled “Bigger Than Bottles,” which provides an overview of the initiative and its impact on the people of Bali. Additional videos focus on a day in the life of a collector member and the journey of a plastic bottle through collection, processing, and reuse. All available episodes can be viewed at CooperVision & Sustainability. New videos highlighting different aspects of the plastic neutrality initiative with Plastic Bank will continue to premiere over the coming months.

For more information about CooperVision’s commitment to sustainability, visit coopervision.com/about-us/coopervision-sustainability.

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* Plastic used in participating CooperVision soft contact lens products is determined by the weight of plastic in the blister, the lens, and the secondary package, including laminates, adhesives, and auxiliary inputs (e.g. ink). The determination does not include plastic used during the manufacturing process

for both these products and their packaging.

† Range defined as all 1 day brands and segments: sphere, toric and multifocal.

‡ CooperVision, through its collaboration with Plastic Bank, has collected and converted approximately 10.26M kg of plastic destined for waterways as of April 2025. Using Plastic Bank’s metric of 1kg of plastic equaling 50 standard 202mm bottles, that will be the equivalent of approximately 513M plastic bottles not reaching our oceans.