Founder: Katerina Schneider
Katerina started Ritual when she was pregnant and purging her house of products with ingredients that she couldn't get behind. In her search for the perfect prenatal vitamin, Katerina found that many options had questionable ingredients. Since she couldn't find a vitamin brand that she trusted, she decided to build her own.
Ritual offers specifically designed multivitamins that are formulated based on a person’s needs. The company sells both men’s and women’s vitamins with ingredients differing based on age and life stage (teen, 18+, 50+, prenatal, and postnatal). Katerina believes that the customer deserves to know where everything is coming from and why it's there, so she shares detailed ingredient info and Ritual's scientific studies on the company website.
“He said, ‘You have two choices: You can either grow a company or you can start a family, but you can’t do both.' I used it as fuel, and that became one of our values as a company: embracing the no’s.” - Katerina recounting a potential investor's response to her pregnancy
Sources: CNBC Make It, TechCrunch, The Proof, Ritual interviews, Ritual website