Subscription Vitamin Company Ritual Raises $25M

Subscription Vitamin Company Ritual Raises $25M

The women’s subscription vitamin company Ritual announced Feb. 5 it has raised $25 million in Series B funding, which it plans to use to create an “iconic” pill.

“We are hoping to put a stake in the ground around women’s health in really reinventing the vitamin that every woman needs for every life stage,” said executive officer and founder Katerina Schneider.

The West Adams-based company will use the injection of funds to bolster its products offerings, extend its reach and expand its research and development team.

The two-year old vitamin company is entering a crowded field of dietary supplements but has sought to distinguish itself by offering a “clean” multi-vitamin for women, that’s free of GMOs and gluten and is vegan-friendly. The company currently offers a woman’s multi-vitamin and a woman’s prenatal vitamin. The vitamins are sold by subscription and shipping directly to customers.

Schneider, whose company has already raised $40.5 million, said Ritual is going “heavy into the investment in R & D” as it looks to add on to its offerings with a post-natal and post-menopausal product. It has a patent pending for how ingredients are encapsulated and has begun clinical trials with an undisclosed university.

The company recently hired Harvard-trained physiologist Nima Alamdari as chief scientific officer. Almadari formerly the directed scientific affairs at the Santa Monica-based Beachbody, a workout video provider.

Schneiders is also focusing on developing a more extensive e-commerce platform that will improve communications with “her and be where she is.”

Manufacturing, retail and trade reporter Rachel Uranga can be reached at [email protected] or (323) 549-5225 ext. 251. Follow her on Twitter @racheluranga

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