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

Self-dubbed the supplement for skeptics, by skeptics

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Katerina Schneider, Ritual’s CEO and founder, was a fan of wellness experimentation herself, skeptical of what could be seen as a more traditional supplement, like a multivitamin.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in