How Ritual Is Marketing a Direct-to-Consumer Vitamin Brand in the Age of 'Pseudoscience'

Self-dubbed the supplement for skeptics, by skeptics

In the age of the wellness craze—often featuring health experts lacking classic credentials, DIY home medical remedies and somewhat extreme measures like juice cleanses—brands make bold promises using opaque marketing. Ritual, a direct-to-consumer vitamin brand that launched last year (and debuts its first major campaign this week) is betting on the opposite approach: Cold hard facts.