Interview: How Ritual's Katerina Schneider Brings Transparency To The Women's Multivitamin
The founder of the cult direct-to-consumer brand tells PSFK how she builds credibility and trust with consumers by offering a product previously unavailable among women's supplements, focusing on quality and transparency of ingredients reflected in the clear pills themselves
The vitamin and supplement industry is notoriously opaque. Free of many of the regulations subject to the food and pharmaceutical industries, manufacturers have little legal responsibility to prove and report the efficacy of their products. Ritual founder Katerina Schneider decided to create a better, more transparent product for women, helping to usher the direct-to-consumer movement into a previously unsexy category limited to drug store shelves.
Ritual launched with just one product, a Women's Essential multivitamin. With its design-led packaging, subscription model and accessible price point, the buzzy brand has become one of the most visible among new products catered to (largely millennial) women. In October, Ritual announced the release of a new Essential Prenatal formula, solving for another important stage in many women's lives. PSFK spoke to Schneider about her goal to ultimately create products for women at all ages and life stages, developed in direct conversation with her dedicated consumers via social media.