Ritual’s Daily Women’s Vitamin Has Fixed a Problem We Didn’t Know We Had
Kat Schneider, Founder/CEO
Los Angeles, CA
I am the founder and CEO of Ritual. We are based in Los Angeles, California. I’m also a mother of two children under 3 years old. When I’m not balancing work life and family life, you can find me at the gym. Working out is a key part of my day and helps me feel grounded.
Ritual began as a health technology company reinventing the vitamin. We sought out to create something simple, effective, and backed by real science. We challenged some of the top scientists to dream up a perfect daily vitamin for women and the result was our first product - Essential for Women. It is everything we believe a vitamin should be - filled with 9 essential ingredients women need most and nothing they don’t.
Fast forward to today and we now have a second product- Essential Prenatal! It’s the next-generation prenatal with 12 essential nutrients for your body and baby, before and during pregnancy. We are opening the conversation on prenatal vitamins and prenatal nutrition and also hope to provide women with nutrients they need to prepare their bodies while they are “thinking”, “trying”, and “when it’s time”. We want to be the company that is educating women and helping them build a great foundation for a healthy future through our heavily researched, scientifically backed products. As we look at the future of Ritual, we will be focusing on what we can do to help consumers create healthier habits.
The idea for Ritual came from a personal need. I was an investor in LA running a venture capital fund, and I got pregnant for the first time. I started caring a lot more about what I was putting in and on my body because the stakes were higher. I was shocked to find out that the prenatal vitamins I was taking for my pregnancy contained some of the exact same chemicals I was trying hard to avoid. I did more research and called up a bunch of friends to ask what vitamins they were taking. I got things like “nature something,” or “yellow bottle with a brown cap.” There was zero brand affinity. It seemed crazy that no one was building a brand for our generation that was clean, effective, and communicated clearly. That’s where my journey began, as a skeptic of vitamins building a brand for others skeptics.
We didn’t intentionally set out to make the vitamin so unique; we just set out to fix a problem no one else seemed to be paying attention to.
The first part was identifying what diets were today, not what they used to be 50 plus years ago.
The second part was finding nutrients that actually worked and performed optimally in the body. It turned out that most of the nutrients in typical vitamins weren’t in the forms that were best utilized and absorbed by the body. I was shocked to find out that over a third of women couldn’t even properly utilize synthetic folate (folic acid) because of a gene variation. We worked hand in hand with incredible scientists to solve this problem and partnered with them from all over the world to develop leading forms of nutrients that our bodies can readily use in their vegan-friendly, non-gmo, and gluten free forms.
The third part was identifying the best encapsulation for those nutrients and making it accessible to most women (2 capsules per day versus 5 or 6). That’s how we came up with our unique beadlet in oil encapsulation. That was challenging in and of itself because we had to append traditional pharma encapsulation methods and get rid of things we didn’t want consumers to ingest like talc, shellac, etc. and replace them with clean label ingredients. The result is the transparent pill you see today. We source our nutrients straight from suppliers to combine high quality ingredients at a fair price, ordered direct-to-consumer at Ritual.com. While the supplement industry may be wrought with opacity, Ritual makes the origins of each of our ingredients readily available to consumers on our website.
Flavor was the final touch! Mint and lemon make both of our products not only easy to swallow, but enjoyable.
My favorite part about Ritual is the incredible team I get to work with everyday. None of this would be possible without them. We are a health technology company backed by science so not only do I get to work alongside some of the most talented product designers and marketers, but we also have in- house scientific researchers, engineers, and doctors. I’m so proud of the work we’ve accomplished and continue to be humbled by this whole experience. The mix of people from across different industries certainly keeps everyday interesting and the culture exciting!