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§ Private Profile · Los Angeles, CA, USA
Ritual is a company.
Ritual produces scientifically-backed daily essential vitamins, employing a transparent approach to ingredient sourcing and formulation. The company develops clean, simple, and traceable multivitamins, ensuring all components are meticulously chosen and verifiable through its proprietary Made Traceable® standard. This method provides clarity and builds consumer confidence.
Katerina Schneider founded Ritual in 2015, inspired by her personal struggle during pregnancy to find a prenatal vitamin with trustworthy ingredients. This experience directly led her to launch a company dedicated to offering meticulously sourced and formulated nutritional supplements, establishing a new standard for transparency.
Ritual serves individuals prioritizing what they consume, especially those seeking essential nutrients with a clear and honest supply chain. The company’s vision is rooted in the belief that superior, fully disclosed ingredients are fundamental to better health, transforming daily routines into informed wellness practices.
Ritual has raised $138.3M across 7 funding rounds.
Key people at Ritual.
Ritual was founded in 2016 by Akilesh Potti (Co-Founder).
Ritual has raised $138.3M in total across 7 funding rounds.
Ritual has raised $138.3M across 7 funding rounds. Most recently, it raised $25.0M Series A in November 2023.
Key people at Ritual.
Ritual is a consumer health brand specializing in science-backed, traceable vitamins and supplements, primarily targeting health-conscious individuals seeking vegan, non-GMO options for daily nutrition gaps.[1][2][3] The company offers targeted products like multivitamins for women (18+, 50+), prenatal and postnatal formulas, gut health, skin, sleep, stress relief, and vegan protein, sold via subscription and retail channels such as Whole Foods, Amazon, Target, and Wegmans at $37–43 per bottle.[1][2] It solves the problem of opaque, ineffective supplements by emphasizing essential nutrients only, clinical validation, and full supply chain transparency, serving over 1 million customers with $100M+ annual revenue by 2021 and 25M+ bottles sold by 2024.[1][2]
Ritual's growth momentum includes expansion from direct-to-consumer to major retailers, B Corp certification in 2022, and milestones like USP-verified multivitamins, peer-reviewed studies, and Informed Protein Certified vegan protein used by elite athletes.[3][4] Operating in the US, Canada, UK, and China, it commits to 100% traceable ingredients, sustainable packaging by 2025, and net-zero emissions by 2030.[3][4]
Founded in 2015 in Los Angeles (now Culver City, CA) by Katerina Schneider (CEO), Ritual emerged from frustration with the supplement industry's lack of transparency and efficacy—"better health begins with better ingredients."[1][4][6] Schneider's vision led to the 2016 launch of its flagship Essential for Women 18+ multivitamin (9 key nutrients), followed by prenatal in 2018, which catalyzed growth, then postnatal, women 50+, men's, teens', sleep, digestion, and stress products.[1][2] Early traction built on a restrained product strategy, scientific team expansion, and direct-to-consumer subscriptions, scaling to 130+ employees, $100M+ revenue, and 1M+ customers by 2021.[2]
Pivotal moments include 2022 B Corp certification, public supplier disclosure ("Made Traceable"), and 2024 launches like Fertility Support, Omega-3, Stress Relief, plus $5M in clinical studies for products like HyaCera and Sleep BioSeries.[3][4]
Ritual rides the personalized wellness and direct-to-consumer health tech wave, disrupting a $50B+ nutraceuticals market rife with unverified claims by leveraging digital transparency tools, e-commerce, and data-driven R&D.[1][2][8] Timing aligns with post-pandemic demand for science-validated, sustainable products amid regulatory scrutiny and consumer distrust—e.g., leading US prenatal share via traceability.[3] Market forces like rising veganism, aging populations, and climate awareness favor its vegan, traceable model over traditional brands.[1][4]
It influences the ecosystem by pioneering standards (e.g., first Informed Protein Certified vegan protein for athletes, B Corp in wellness), pressuring competitors on disclosure/science, and expanding retail trust to elevate DTC brands.[2][3][8]
Ritual is poised for continued dominance in transparent wellness, with 2024 product launches and clinical investments signaling acceleration toward $250M+ annual revenue run-rate and global scale.[1][4] Trends like AI-personalized nutrition, regulatory tightening, and sustainability mandates will amplify its edge, potentially via tech integrations for custom formulas or deeper retail/athlete partnerships. Influence may evolve to policy advocacy and category leadership, redefining supplements as "clear, effective, traceable" essentials—cementing Schneider's vision that better ingredients drive better health.[4][6][7]
Ritual was founded in 2016 by Akilesh Potti (Co-Founder).
Ritual has raised $138.3M in total across 7 funding rounds.
Ritual's investors include Cory Levy, Lisa Wu, Acequia Capital, Adjacent, AME Cloud Ventures, Amplify.LA, Ascend Vietnam Ventures, Bedrock Capital, Caffeinated Capital, Cherubic Ventures, Correlation Ventures, Felicis Ventures.