Ritual is a direct-to-consumer, subscription-based company that sells women's daily and prenatal vitamins for $30 per month. Since its 2015 founding the Los Angeles-based startup has sold one million bottles. The company emphasizes ingredient transparency, citing scientific studies and detailed ingredient pages to distinguish its formulation. Ritual credits a social-media-driven strategy for building a cult following and direct customer touchpoints on platforms like Instagram, Facebook, and Twitter. The business has expanded its management team, hiring a Harvard-trained chief scientific officer, Nima Alamdari, and a director of scientific and clinic affairs. Ritual plans to launch postnatal and post-menopausal vitamins in 2019 as part of a roadmap to be the single vitamin a woman needs. Ritual sells a subscription 30-day supply of vitamins formulated for women at $30 per month. The company is backed by an in-house team of scientists and a medical advisory board and open-sources its ingredient sourcing. Ritual says it includes only the supplements it believes are missing from a Standard American Diet and leaves out nutrients commonly found in foods. The startup plans to use new funding to attract talent, scale the business and build in-house technology to improve customer experience and support. Ritual launched as a Disrupt NY Battlefield 2016 contestant and has accumulated outside investor interest since its debut. The company has raised a total of $15.3 million to date. Ritual launched its online subscription ordering for a 30-day supply of women's vitamins, taken two a day. The product emphasizes 'open-source' data on ingredient provenance and a patent-pending beaded oil capsule for sustained nutrient release. Its formula includes nutrients women commonly need (D, E, K2 MK7, folate, B12, iron, magnesium, boron, DHA/EPA) while omitting vitamins abundant in the Standard American Diet. The company positions itself as building a brand around simplicity, capability and fair price. Founder Kat Schneider presented the concept at TechCrunch Disrupt Battlefield prior to launch. The startup noted that a majority of its investors are women. Ritual makes a beaded oil-capsule multivitamin formulated for sustained release and built from transparently sourced ingredients. CEO Katerina Schneider sources ingredients worldwide (for example, folate from Italy) and publishes ingredient research online. The formula omits vitamin C and calcium and includes vitamin K, magnesium and boron to aid calcium absorption, per the company. Ritual sells a 30-day supply direct-to-consumer for $30 per month and launched onstage at Disrupt NY. The startup positions itself within an $80 billion vitamin market where roughly half of Americans take a multivitamin. Ritual plans to expand beyond vitamins into other natural, research-based products such as deodorant and toothpaste.

Total raised

$40M

Funding rounds

4

Latest round

Series B

Latest activity

Feb 2019