Ritual launches first new product category in six years

Ritual, a supplement company founded a decade ago, is entering a new market segment. The 10-year-old brand is launching its first new product category in six years. This expansion targets women going through perimenopause. According to the company, about 40% of its current customer base is now in this life stage. The brand’s founder, Katerina Schneider, noted that many of Ritual’s early users were pregnant when they joined. Now, they are moving into perimenopause.

Targeting the transition to menopause

Schneider explained that the company began with pregnancy supplements because that was her personal experience. It then expanded to postpartum care. Now, she is entering perimenopause herself. This mirrors the experiences of millions of women using the products. The CEO stated that consumers are looking for brands that provide education on this topic. They also want products that emphasize safety and efficacy.

Perimenopause is the hormonal precursor to menopause. It can last for about a decade. Recent medical changes have increased attention to this area. The U.S. removed “black box” warning labels on hormone replacement therapy in November 2025. These warnings had cautioned against risks of cardiovascular disease, stroke, breast cancer, and dementia. Schneider mentioned that while the rise of HRT is exciting, Ritual wants to offer non-hormone-based options for women seeking alternatives.

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Ritual’s Science and Innovation SVP, Dr. Mastaneh Sharafi, said they considered a small group of ingredients for the new formula. The product, called Perimenopause Health Hormone Balance Support, includes shatavari extract, DIM, vitamin B6, and evening primrose oil. It is designed for women over 40. Sharafi noted that while perimenopause typically starts between ages 45 and 47, it can begin in the 30s or late 50s. The supplement comes in a vanilla-scented capsule and retails for $39 per month.

The launch is spread over two weeks. It includes an omnichannel marketing campaign and a TV spot created by agency Giant Spoon. The brand will introduce its first celebrity spokesperson on October 1. The campaign, named “Welcome to peri-dise,” aims to be evocative. Schneider said the team wanted to add levity and a wink to the conversation.

Designing for a complex life stage

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Sharafi identified mood and sleep issues as the primary symptoms women report during early perimenopause. Later symptoms often include hot flashes at night. She stated that the selected ingredients are effective for these specific concerns. She is currently writing a proposal to run a clinical trial for the supplement.

CPG companies are selling personal care and skin care products, such as Stripes, Playground, Lola, and Tabu. Telehealth companies like Wisp, Hers, Midi Health, and Musley are also active in this field. Schneider noted that there is a “beautiful overlap of life stages” where women can be in perimenopause as early as age 38. At the same time, they may be having children in their 40s. This alignment is exactly what Ritual’s customer base is experiencing.

Building authority through clinical evidence

Sharafi noted that clinical evidence for perimenopause ingredients is limited. She chose only a small handful of ingredients for the new formula. The supplement includes shatavari extract, DIM, vitamin B6, and evening primrose oil. These ingredients were selected for their effectiveness against specific symptoms. The company aims to build authority in a crowded market by focusing on science-backed formulations.