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- Katerina started Ritual during pregnancy because she couldn't find a trustworthy prenatal vitamin.
- She believed women deserved better health supplements.
- Ritual is a women’s health company focusing on transparency and traceability.
- The company offers multivitamins for men and women, starting with the Essential for women 18+.
- The supplement market was worth $60 billion in 2023, but not well regulated.
- Ritual has raised $60 million in venture capital and earned $25 million in net sales by 2024.
- Since 2015, Ritual sold over 25 million bottles of supplements.
- Katerina was born in Ukraine and moved to the US at age four.
- Her parents were skeptics about health products.
- She studied economics and math at Brown University.
- Her mother’s breast cancer diagnosis deeply influenced her view on health.
- Her mother chose holistic care and remains healthy 21 years later.
- In 2015, Katerina was working in finance when she found out she was pregnant.
- She couldn’t find a prenatal vitamin meeting her standards.
- She started taking supplements like omega-3, folate, magnesium, and vitamin D.
- She wondered why she had to piece together her supplements herself.
- This inspired her to create Ritual.
- She used her venture capital experience to fund science and research.
- In 2015, she pitched Ritual to investors while almost four months pregnant.
- Many investors saw women’s health as a niche market.
- She secured funding and quit her job in May 2015.
- Her husband, also an entrepreneur, encouraged her to go for it.
- She hired scientists and rebranded Ritual with a strong visual identity.
- She was inspired by a clear pill capsule she saw at a convention.
- Her first daughter was born in November 2015.
- By July 2016, Ritual raised another $3.5 million.
- Ritual built a team of 20 PhD scientists and experts.
- They decided to launch a multivitamin first, not a prenatal.
- Ritual developed a special blood and oil encapsulation technology.
- They patented this new supplement delivery method.
- In late 2016, Ritual started selling the Essential for women 18+ for $30.
- The product was sold online with a subscription model.
- Ritual aimed to educate customers about ingredient sourcing.
- In 2017, Ritual made $5 million in sales from just the multivitamin.
- In 2018, they launched the Essential Prenatal Vitamin.
- Later, they added a postnatal multivitamin.
- Ritual expanded to include multivitamins for men and teens.
- The company became profitable in 2021 after surpassing $100 million yearly sales.
- By 2022, Ritual had raised $60 million in venture funding.
- Women remain the core focus of Ritual’s brand.
- They call women the “chief health officer” of their households.
- Ritual started selling at Whole Foods in 2022.
- By 2024, products were available nationwide at Target, Wegmans, Amazon, and others.
- Ritual’s net sales reached $250 million in 2024.
- Since 2015, Ritual sold over 25 million supplement bottles.
- Katerina’s story inspires women to pursue their goals despite challenges.
- Ritual advocates for better regulation of supplements and transparency.
- They wrote to Congress in 2023 for stricter rules on heavy metals and clinical studies.
- Ritual’s future focuses on improving women’s health and education.
- Katerina wants to change how women’s health is funded and studied.