When Kat Schneider was pregnant she turned her house upside down getting rid of products that contained ingredients she didn’t agree with. She replaced everything from her cleaning supplies to her deodorant. But when it came to her search for the perfect prenatal vitamin, she found many of the same questionable ingredients. She couldn’t find a brand that she trusted, so she decided to build her own.
She founded Ritual with the belief that better health begins with better ingredients. She wanted to combat the lack of transparency and skepticism in the heavily saturated vitamin industry. She found all the labels and “recent studies” to be confusing and she sought to create a vitamin that was simple, effective and clean— and one that contained the right dosages for women’s needs.
Prior to her plunge into the vitamin arena Kat was a Venture Partner in the investment world. She was constantly surrounded by emerging e-commerce companies that were disrupting large archaic industries. “Everything from mattresses to sunglasses were being reinvented. It made me realize that the vitamin industry (a $36 billion US market) was no different. One out of two Americans were taking them every day but there was little connection with any of the brands out there. I knew we could do better,” she explains.
Just four months into her pregnancy when she got the idea, she left her job within the month to start the company. Her first hire was a scientist, (who is also a certified nutritionist and biochemist with over 30 years experience) and from there they formed a team of scientists, technologists and industry experts that were uniquely positioned to disrupt an industry that has been overlooked for 75 years. “I sought out thought-leaders in every space supplements touch— from the doctor’s office to the research lab to the manufacturing plant to create the only vitamin you actually need,” says Kat. They are a team committed to creating the purest and most effective formulations while being transparent about every ingredient.
What’s come of their hard work is the Essential for Women multivitamin that Ritual launched with in October of 2016. They use first-of-its-kind beadlet-in-oil encapsulation technology, that was previously mostly used in pharma applications. The clear casing of the pill allows for the ingredients to stay in their original forms (dry in dry and oil in oil). Kat explains, “This technology and our unique formula allows for an attractive, convenient and sleek delivery form. It’s beautiful, but it’s more importantly functional.”
The vitamin contains nine essential nutrients that Ritual has found the typical American woman to be lacking. These nutrients include: Vitamin B12, Folate, Vitamin D3, Vitamin K2 MK7, Vitamin E, Omega-3 Fatty Acids, Boron, Iron and Magnesium. The ingredients are all non-GMO, vegan, gluten and soy free, with no synthetic fillers or colorants. The $30-a-month subscription based service includes a one-month supply containing 60 capsules, free shipping and happiness guaranteed.
It improves mood, maintains energy, protects skin and is anti-aging. And thanks to Kat, it’s a vitamin women can trust— and a “ritual” we can get behind.
Lindsay DeLong is the Managing Editor of The Fullest. Ever since she was introduced to Gummy Bear vitamins when she was little, she’s run with the same motto: If they look cool, she’ll eat ’em, and lucky for her, these ones look the coolest. Find Lindsay at firstname.lastname@example.org or on social media via @lindizzaster.