Ritual: A Smart Daily Vitamin for Smart Women
In the perfect world, you wouldn’t need to take a multivitamin. You would have all the time and resources to get in your daily fruits, vegetables, and protein, which would provide all the B12, iron, and slew of other essential nutrients found in a well balanced system. But say you aren’t Beyonce, what’s the right vitamin to take?
It’s a tough question, but Ritual has worked mercilessly for two years to find an answer. Founder and CEO, Katerina Schneider, started the company during her first pregnancy, becoming aware of everything she was putting on her skin and eating — including her vitamins.
To set the stage, you should know that by law, the FDA does not approve dietary supplements. So it shouldn’t be a shock to know that many supplements have filler ingredients and every year, Americans are spending billions on unregulated supplements and vitamins. However, the FDA does regulate both dietary supplements and dietary ingredients, and Ritual follows FDA guidelines in their material sourcing, evaluation, and testing. The Company narrowed down the number of essential ingredients to 9 (that’s a quarter of the ingredients found in most women’s multivitamins), all found in their Essential for Women pill.
The 9 ingredients: Ritual’s Essential for Women daily vitamin, contains iron, magnesium, omega-3, folate, boron, and vitamins K2, D3, B12, and E. Schneider and her team of doctors found that most of the vitamins in an average 40-50 ingredient multi were unnecessary – many vitamins like C are found in abundance in most diets. It was these 9 that were typically harder to find and ingest consistently.
The look: The pill itself is transparent, much like the company’s mission to be transparent in its methods and sources – every scientist and source is listed on their website.
In an effort to cut waste, the packaging recently changed from the instagrammable box to an eco-friendly mailer, made with 30% recycled material.
The taste: After the initial release, Ritual has since included a clear tab inside the clear plastic bottle, a food-grade insert infused with pure peppermint, which keeps the vitamins smelling minty fresh – a scent you wouldn’t know is necessary until you’ve tried vitamins that smell like fish (often resulting from algal oil).
The habit: Ritual made a bottle that you would want to keep it on your counter, not tucked away in some drawer – it’s attractive. And things that are on display are used more. So the habit forming-ness starts from the look. And of course, like all silicon valley startup brands, there’s a Facebook Messenger bot to help, aptly named Habit Helper.
Having raised $15.3 million total in VC funding in less than two years, Ritual is well on it’s way to finding healthy habits everywhere to make more transparent and actionable.
A word from Ritual: Consistently good nutrient levels = great foundational health. Ritual helps fill the gaps in your diet and keep your levels steady. Common (and awesome) side effects of Ritual include better mood and glowier skin. But it’s what’s going on beneath the surface that really gets us jazzed. Each month you take Ritual, your bones stay strong, your heart remains healthy, and much more. – Ritual
Jan 3, 2018 Update: It’s been 12 days since I was notified that my next order of vitamins has shipped, (7 days since I finished my first bottle), and I still haven’t received them yet. For a company focused on creating daily habits, this has been a little disappointing.