What Ritual does

Ritual (legal entity Natals, Inc.) is a Culver City, California-based health technology company founded in 2016 by Katerina Schneider that develops and sells clinically validated, transparently sourced vitamins and supplements. The product portfolio centers on the Essential multivitamin franchise (women 18+, women 50+, men 18+, men 50+) and a comprehensive pregnancy-to-postpartum line including the #1 best-selling Essential Prenatal Multivitamin, Essential Postnatal, Natalbiotic, Natal Choline, and Fertility Support, plus targeted health solutions (Synbiotic+, HyaCera, Magnesium+, Sleep BioSeries, Stress Relief BioSeries, Omega-3, Iron BioSeries, Essential Protein). The company differentiates on its Made Traceable supply chain — publicly disclosing every ingredient supplier, form, sourcing location, and manufacturing site — combined with patented delivery technologies (beadlet-in-oil, nested tablet capsule, delayed-release) and a $5M commitment to double-blind, placebo-controlled human clinical trials, with five completed studies published in peer-reviewed journals.

Ritual's commercial model is built on a direct-to-consumer e-commerce subscription business at ritual.com, offering a 35% discount on auto-renewing monthly orders, with prices ranging roughly from $14 to $65 per SKU per month and HSA/FSA eligibility via Truemed integration. The company has expanded into physical retail through a 300-store Ulta Beauty nationwide launch in 2025 and select West Coast Costco warehouses in February 2026, with international availability via iHerb (Canada, UK) and a healthcare practitioner channel through Fullscript. Customer segments span women across life stages (general health, pregnancy, postpartum, fertility, menopause), men, and credentialed providers (OB/GYNs, reproductive endocrinologists, dietitians). The company is privately held, has raised over $60M from Founders Fund, Forerunner, Norwest, NEA, and others, has achieved over $250M in cumulative sales, and holds certifications including USP Verified, NSF Contents Certified, Non-GMO Project Verified, Clean Label Project Purity Award, ISO 9001/14001/27001, B Corp, and is a California Benefit Corporation.

Name

Ritual

Legal name

Natals, Inc.

Website

https://ritual.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Ritual is a direct-to-consumer health technology company that develops and sells clinically validated, transparently sourced vitamins and supplements, primarily serving women across life stages including pregnancy, postpartum, and general wellness, distributed via subscription e-commerce and major retail partnerships.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industries

Vitamins & Minerals (Single Nutrients) (CRADAGAB), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Women's health supplements
• Prenatal vitamins
• Dietary supplements
• Multivitamin formulations
• Nutritional supplements

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer Supplement Sales: Primary revenue stream through ritual.com e-commerce platform with subscription model offering 35% discount. Products include multivitamins, prenatal/postnatal supplements, gut health, skin health, relaxation, and protein products. Subscription auto-renews at full retail price with flexible delivery options.
2. Retail Distribution: Revenue from wholesale distribution through retail partners including Ulta Beauty (300 stores) and Costco (West Coast warehouses), expanding access beyond direct-to-consumer channels.
3. Affiliate and Partner Revenue: Affiliate commission revenue through Impact Affiliate Network where bloggers and publishers earn commission for referred sales. Also includes partnerships with healthcare practitioners and providers.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels11 records

Core offering

Ritual develops, manufactures, and sells a portfolio of science-backed, traceable dietary supplements focused on women's health across life stages. Its products span multivitamins, prenatal and postnatal vitamins, fertility support, probiotics, omega-3s, protein powders, and targeted solutions for gut, skin, sleep, stress, and iron, sold primarily direct-to-consumer via subscription on ritual.com and through retail partners including Ulta Beauty and Costco. The company differentiates through patented capsule delivery technologies, ingredient-level supply chain transparency, and gold-standard clinical trials.

Product overview

Ritual is a direct-to-consumer women's health supplement company offering a comprehensive portfolio of science-backed, traceable vitamins and supplements. The product line centers on the Essential multivitamin franchise (for Women 18+, Women 50+, Men 18+, Men 50+), pregnancy/postnatal products (Essential Prenatal #1 best-seller, Essential Postnatal, Natalbiotic, Natal Choline, Fertility Support), and targeted health solutions (Synbiotic+ for gut health, HyaCera for skin, Magnesium+, Sleep BioSeries Melatonin, Stress Relief BioSeries, Omega-3 DHA & EPA, Iron BioSeries, Essential Protein). All products feature the Made Traceable supply chain transparency standard, with clinical studies backing key formulations and Clean Label Project certification across the portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Essential for Women 18+ Multivitamin Clinically-backed daily multivitamin for women aged 18-49 formulated with delayed-release, acid-resistant beadlet-in-oil capsules containing Vitamin D3, Omega-3 DHA, methylated Folate, Iron, Magnesium, Vitamin B12, Vitamin E, Boron, and Vitamin K2. USP Verified, Non-GMO, and Clean Label Project Purity Award certified.
• Essential for Women 50+ Multivitamin Multivitamin formulated for women aged 50 and over to support bone health, brain health, and blood-building with chelated Iron and methylated Folate, delivered in Ritual's patented delayed-release beadlet-in-oil capsule.
• Essential Multivitamin for Men 18+ Multivitamin for men aged 18 and over formulated with evidence-based dosages of key nutrients supporting foundational health, exercise performance, and daily nutrient gaps in Ritual's patented beadlet-in-oil capsule.
• Essential Multivitamin for Men 50+ Multivitamin formulated for men aged 50 and over with key nutrients to support changing health needs, foundational wellness, and healthy aging using Ritual's patented beadlet-in-oil capsule.
• Essential Prenatal Multivitamin Ritual's flagship #1 best-selling prenatal multivitamin, the only leading prenatal with its own clinical trial. Contains 12 key nutrients including Folate, Choline, Omega-3 DHA, Iron, Vitamin D3, Vitamin K2, Magnesium, and Biotin, formulated in a delayed-release beadlet-in-oil capsule. Covered by U.S. Pat. No. 12,128,057.
• Essential Postnatal Multivitamin Postnatal multivitamin clinically shown to improve breast milk quality, supporting the increased nutrient demands of postpartum and lactation with elevated Biotin, Omega-3 DHA, and 3-FL prebiotic HMO.
• Synbiotic+ (Gut Health) 3-in-1 daily gut health supplement combining 11 billion CFUs of clinically-studied probiotic strains LGG and BB-12, the prebiotic PreforPro, and the postbiotic Tributyrin (CoreBiome) to support regularity, bloat relief, gut barrier integrity, and immune health.
• HyaCera (Skin Hydration) Clinically proven skin hydration supplement combining Hyabest hyaluronic acid and Ceratiq plant-derived ceramide oil extract. A 12-week clinical trial reported 356% reduction in crow's feet wrinkles and 290% improvement in facial smoothness versus placebo.

Quantifiable outcome

• 43% increase in Vitamin D3 levels compared to placebo in 12-week clinical trial
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• Ulta BeautymajorChannel Partner/ Reseller/ DistributorMajor retail partnership launching Ritual products in 300 Ulta Beauty stores nationwide, representing significant expansion beyond direct-to-consumer channels into physical retail.
• CostcocoreChannel Partner/ Reseller/ DistributorWest Coast warehouse retail partnership for distribution of Essential Prenatal Multivitamin in select Costco locations, expanding access to high-quality prenatal vitamins.
• Pact CollectiveminorStrategic or Co-development PartnerRecycling partnership for hard-to-recycle beauty and supplement packaging. Ritual offers pre-paid labels for shipping empty bottles to Pact partners for proper recycling.
• FullscriptminorChannel Partner/ Reseller/ DistributorHealthcare practitioner platform partnership allowing providers to recommend and prescribe Ritual products through their dispensary catalog.
• Impact Affiliate NetworkminorGTM or Marketing PartnerAffiliate marketing partnership network enabling bloggers and content creators to earn commission on referred sales with custom audience discount codes.
• Brooklyn College CUNYcoreStrategic or Co-development PartnerAcademic research partnership for conducting clinical trial on Essential Prenatal Multivitamin during pregnancy, making it the only leading prenatal with its own clinical trial.
• Auburn UniversitycoreStrategic or Co-development PartnerAcademic research partnership for conducting clinical trial on Essential for Women 18+ Multivitamin, published in Frontiers in Nutrition journal.
• Exeter UniversitycoreStrategic or Co-development PartnerAcademic research partnership for studying Sleep BioSeries Melatonin impact on sleep quality and sleep-wake cycles.
• Princeton Consumer ResearchcoreStrategic or Co-development PartnerClinical research partner for quantifying HyaCera skin health impact on wrinkles and skin smoothness, with results published in Dermatology and Therapy journal.
• ClimeCominorStrategic or Co-development PartnerCarbon offset partner providing renewable energy investments through wind farm projects in South Dakota to offset Ritual's product carbon footprint.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Care/of: Care/of is a leading DTC personalized vitamin and supplement subscription brand offering daily packs tailored to individual needs. Directly comparable to Ritual in GTM motion (DTC subscription), product category (multivitamins and targeted supplements), and target consumer (wellness-oriented adults), making it Ritual's closest head-to-head competitor.
• Perelel: Perelel is a DTC prenatal and women's health supplement brand founded by OB/GYNs, offering trimester-specific prenatal vitamins and women's wellness products. Directly competes with Ritual in the women's health and prenatal category with a comparable premium, science-backed positioning.
• AG1 (Athletic Greens): AG1 is a leading daily nutritional drink brand sold primarily via DTC subscription with powder format supplements. Directly comparable in premium DTC positioning, subscription model, and target wellness-oriented consumer seeking comprehensive daily nutrition.
• Seed: Seed is a DTC synbiotic (probiotic + prebiotic) brand with patented delivery technology and clinical trial backing. Directly competes with Ritual's Synbiotic+ and Natalbiotic products in the gut health category, sharing a science-led, premium subscription positioning.
• Hum Nutrition: Hum Nutrition is a DTC women's wellness supplement brand offering beauty-from-within, skin, and targeted health supplements. Directly comparable in women's health focus, DTC subscription model, and premium positioning, particularly for HyaCera-style skin supplements.
• Persona Nutrition: Persona is a personalized vitamin subscription brand offering customized daily vitamin packs based on individual health assessments. Comparable to Ritual in DTC subscription vitamins model and personalized wellness positioning.
• Moon Juice: Moon Juice is a wellness brand selling adaptogens, supplements, and beauty-from-within powders through DTC and select retail. Comparable to Ritual in premium positioning, powder/drink mix formats (similar to Magnesium+ and Fertility Support), and target wellness consumer.

Broad incumbents

• Olly: Olly is a mass-market supplement brand owned by Unilever selling gummy vitamins and supplements across multivitamin, sleep, and beauty categories. Broader incumbent in the supplement space with mass-market positioning, contrasting Ritual's premium transparent positioning, but competing for similar consumer occasions.
• Thorne: Thorne is a science-driven supplement company selling through practitioner channels and DTC, with NSF Certified Sports and clinical-grade positioning. Broad incumbent in premium supplements that overlaps with Ritual's Essential for Men/Women lines, especially through healthcare practitioner recommendations where both compete for endorsement.

Emerging players

• Needed: Needed is a women's health nutrition brand focused on prenatal, pregnancy, and postpartum supplements with practitioner endorsements. Emerging player directly targeting Ritual's prenatal and women's health category with comparable science-backed premium positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ritualvitamins
• Facebookfacebook.com/ritual
• Instagraminstagram.com/ritual
• Pinterestpinterest.com/myritual
• TikToktiktok.com/@ritual
• Xx.com/ritual

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ritual