Ritual (company)

Ritual is an online retailer of multivitamins and nutritional supplements headquartered in Culver City, Los Angeles. The startup was established in 2016 by Katerina Schneider.[1]

Ritual
Founded2016
FounderKaterina Schneider
Headquarters
Los Angeles, California
,
United States
Area served
United States
Canada
United Kingdom
ProductsEssential for Women 18+
Essential for Women 50+
Essential Prenatal
Essential Postnatal
Essential for Men 18+
Essential for Men 50+
Essential for Teens
Essential for Kids
Essential Protein
Synbiotic+
Websiteritual.com

Overview

Ritual formulates, manufactures, and distributes multivitamins, protein supplements, and probiotic products. It started when Schneider was planning to start a family and realized that her multivitamins bore potentially harmful ingredients. She started Ritual in 2016 after spending a year researching women's diets with Dr. Luke Bucci to identify what vitamins women really needed.[2] The sales of the company are based on online subscription.[3][4] The company has been criticized for its marketing and advertisement techniques claiming misrepresentation of paid endorsements.[5][6]

References
  1. O'Connor, Clare (1 August 2017). "Instagram-Friendly Women's Vitamin Startup Ritual Raises $10.5M Series A". Forbes. Retrieved 17 October 2019.
  2. Decker, Vivienne. "Katerina Schneider Wants To Change Women's Health With Ritual, An Instagrammable Vitamin Company". Forbes. Retrieved 2021-02-03.
  3. Decker, Vivienne (31 October 2017). "Katerina Schneider Wants To Change Women's Health With Ritual, An Instagrammable Vitamin Company". Forbes. Retrieved 17 October 2019.
  4. Storm, Stephanie (May 26, 2016). "Vitamins join the clean label bandwagon". The New York Times. Retrieved 17 October 2019.
  5. Maheshwari, Sapna. "Tricky Ads from a vitamin company that talks up openness". The New York Times. Retrieved 17 October 2019.
  6. "The Controversial Redesign of the Lowly Multivitamin (Yes, Controversial)". Wired. 15 November 2016. Retrieved 17 October 2019.


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