You’ve probably seen the chic translucent bottles on Instagram or in the bags of your favorite wellness bloggers. There is no doubt that Ritual vitamins are Instagram’s favorite. It’s easy to see why. Aside from the super sleek packaging, the minty vitamins are a one-stop shop for women's health and are changing the way Millennials think about vitamins. We sat down with amazing founder Katerina Schneider to talk about her strategy, inspiration and exciting new launch.
Ritual is taking off! What do you think resonates so much with people about the brand?
Katerina Schneider: We’re excited to be building a brand that women trust and can connect with on a deeper level. We believe that transparency goes beyond our ingredients (which by the way you can see on our site -- where they come from and why they are there). Transparency is how we talk to our customers every single day. I think the constant communication from our personal in-depth responses on Instagram and Facebook posts to content pieces that educate our customers and encourage label reading is what is resonating the most.
I also believe we are resonating with our customers because of our positioning. We are skeptics building a brand for other skeptics. In an age of pseudoscience and overwhelming wellness products, it’s important that we all question what we are putting in and on our bodies and why.
What's been your biggest learning about starting a company?
K.S: Team is everything. I believe that your company in the long term is not determined by how incredible your product is, how sexy your brand is, or how strong your marketing is. It’s a living breathing thing that is entirely dictated by the quality and the values of your team.
What's it like to be a female founder?
K.S: It’s awesome! I think women are capable of so much and are designed multitaskers. I wouldn’t have created Ritual had I not had the experience of pregnancy and realized a personal need, so I feel lucky to not only be a female founder but also a mom.
You just had a baby! How does your morning routine differ from before you were pregnant to what it is now?
K.S: I now have two kids under the age of 3. Oddly enough, I practice more self-care than ever by trying to work out at least 5 times a week. I originally felt so much guilt to be away from work or my kids for an hour each morning but now I know that I can’t be a good mom if I don’t feel good myself.
How do you stay healthy when traveling?
K.S: Not breaking up your routines is important. Sticking to a Ritual is important. Facial oils, lots of water/hydration, working out, and taking vitamins are things I constantly do even when I’m traveling.
What are your favorite healthy spots in LA? Aaron’s class at cycle house. M cafe is right next to my house so it’s like a second kitchen. Recently I’ve been into Phoenix Effect. Also, Crystal Spa in Koreatown. Heyday for facials. I think I spend all of my hard earned money at Erewhon.
How do you feel Essential Prenatal will change the way women think about prenatal and pregnancy?
K.S: We want to open the conversation around pre-pregnancy and educate women that it’s important to take a prenatal much sooner than we typically think.
There are over 17 million millennial moms in the US, and more millennials than ever are becoming moms for the first time each year. From our own survey, ½ of women didn’t know that they should be taking prenatals before they got pregnant. According to a 2011 study, cited by the CDC*, almost 45% of all pregnancies in the U.S. are unplanned. It is important to be prepared: The first 28 days of pregnancy are when the neural tube develops. We don’t always plan for life happening, but we want women to be prepared and informed when it does, especially when it can impact the future generation.