Vice President - Omnichannel Media

Ritual Launches Creatine Greens, a 3-in-1 daily drink for muscle and metabolic health*. Oct 06, 2026, 14:25 ET The formula pairs clinically studied Creavitalis(R) creatine monohydrate with spirulina, chlorella and a full serving of leafy greens to support muscle tone and strength and healthy fat metabolism* LOS ANGELES, Oct. 6, 2026 /PRNewswire/ - Ritual, one of the largest privately held women's health platforms, announced the launch of Creatine Greens, a 3-in-1 daily drink with science-backed creatine to support muscle tone and strength, spirulina and chlorella to support healthy fat metabolism, and a full serving of leafy greens.* Women naturally experience a reduction in muscle mass as they age[1] and creatine can help support muscle health for healthy aging. Yet women are often left choosing between wellness powders that over-promise, or performance products built for an intense, one-dimensional gym culture. Ritual designed Creatine Greens as a foundational daily wellness product bridging everyday performance and long-term vitality.* "We wanted to change who creatine is for. It's spent decades boxed into gym culture, but the women we serve need muscle and metabolic support for everyday life, too," said Katerina Schneider, Founder and CEO of Ritual. "The women who trusted Ritual through pregnancy are now thinking about strength and healthy aging. Creatine Greens gives them a science-backed way to support muscle and metabolic health in one daily scoop.*" Creatine Greens supports: * Lean Muscle & Strength: Powered by creatine monohydrate, the most clinically studied form to promote muscle tone and strength.* Featuring clinically studied Creavitalis(R), a micronized form of creatine monohydrate sourced from Trostberg, Germany[‡], chosen for its quality and purity. * Healthy Weight Management: A clinically studied dose of Spirulina to help support overall healthy body weight, combined with chlorella which may help support a reduction in fat around the waist.* * Nutrition & Metabolism Support: A full serving of greens freeze-dried for freshness, to help fill key nutrient gaps, as well as Vitamin B6 and B12 for supporting energy-yielding metabolism, Chromium for macronutrient metabolism support, and Vitamin C and Zinc to support immune health.* "We wanted creatine in the form with a strong body of research behind it, so we chose creatine monohydrate," said Mastaneh Sharafi, Ph.D., RD, Senior Vice President of Science and Innovation at Ritual. "Women naturally lose muscle mass as they age, and they start out with less creatine than men, because their bodies produce less of it and their diets typically supply less too. Emerging research suggests that creatine may be helpful for maintaining muscle health and function in perimenopause and beyond. Pairing it with spirulina and chlorella for healthy fat metabolism makes this a true daily foundation for muscle and metabolic health.*" Creatine Greens is a sugar-free, mango-flavored drink sweetened with monk fruit, with no artificial colorants, sweeteners or flavors. Its spinach, kale and collard greens are freeze-dried at peak freshness to preserve nutrients better than greens using conventional drying methods. The formula is NSF Certified, Non-GMO Project Verified, Clean Label Project Purity Award-certified, ClimeCo Certified, vegan, gluten-free, soy-free, major allergen free, and third-party tested for heavy metals and microbes. Creatine Greens is available now on Ritual.com for $58. The launch builds on nearly a decade of Ritual setting a new standard in the supplement industry, including the #1 prenatal backed by its own human clinical trial. The brand's transparency goes beyond the label through the first visible supply chain of its kind, rigorous third-party certifications, and clinically backed key ingredients in research-recommended dosages, supported by a $5 million commitment to clinical studies on all finished products by 2030. The brand has completed five clinical studies, four of which are published in peer-reviewed journals, including: Essential for Women 18+, Essential Prenatal, Sleep BioSeries, HyaCera, and most recently their Essential Postnatal. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. 1. Nowakowska-Lipiec K, Zadoń H, Michnik R, Nawrat-Szołtysik A. Progressive Loss of Muscle Strength: The Effects of Ageing...on Muscle Function in Older Females. J Clin Med. 2025 Oct 15;14(20):7276. doi: 10.3390/jcm14207276. PMID: 41156145; PMCID: PMC12565082. When combined with exercise. ‡Final Place of Manufacturing. About Ritual Ritual is one of the largest privately held women's health platforms pioneering traceable, evidence-based supplements and driving systemic change toward transparency and accountability across the supplement industry. A Certified B Corporation, they have pioneered a new standard of high-quality multivitamins and supplements that are backed by science and Made Traceable(R) with the first visible supply chain of its kind. Together with leading scientists, researchers and advisors, Ritual has developed products based on thousands of independent research studies, and now has one of the leading prenatal multivitamins backed by its own human clinical trial in the U.S. Learn more at Ritual.com and follow the brand @Ritual on Instagram. SOURCE Ritual

The longevity of loyalty: Ritual's strategic pivot into the perimenopause market. Neng Nana September 16, 2026 7 minutes read In the rapidly evolving landscape of the $5.6 trillion global wellness industry, the most successful brands are those that grow alongside their customers. Ritual, the decade-old supplement powerhouse renowned for its radical transparency and clinical-grade formulations, is the latest to embrace this philosophy. This week, the company announced a significant expansion into the perimenopause category, marking its first major product launch in six years. This move is not merely a diversification of its catalog; it is a calculated effort to retain a customer base that has matured alongside the brand. By addressing the hormonal shifts occurring in the lives of its original users, Ritual is betting that the trust built during pregnancy and postpartum journeys will translate seamlessly into the complex, often underserved, terrain of midlife health. The evolution of the "Ritual" Customer. For Ritual CEO and founder Katerina Schneider, this expansion is deeply personal. "We started in pregnancy supplements because that was what I was going through," Schneider told Glossy. "Then we moved into postpartum, and now, I am also entering perimenopause." Data from the company's internal metrics suggests that Schneider's experience is a microcosm of the brand's broader demographic. According to company reports, 40% of Ritual's existing customer base is currently transitioning into perimenopause - a hormonal precursor to menopause that can span up to a decade. By launching its "Perimenopause Health Hormone Balance Support" supplement, Ritual is positioning itself to be a lifelong companion for the modern woman, effectively "aging up" with its community rather than chasing a fleeting, younger demographic. The science of the shift: A clinical approach. The development of this new product line was led by Dr. Mastaneh Sharafi, Ritual's SVP of science and innovation. The challenge, according to Dr. Sharafi, was not in identifying a market need, but in curating a formula that met the brand's stringent standards for clinical efficacy. "There are not many choices, actually, when it comes to perimenopause ingredients that have clinical evidence," Dr. Sharafi explained. The resulting formula, which retails for $39 per month, centers on a evidence-backed blend: * Shatavari Extract: Traditionally used to support hormonal balance. * DIM (Diindolylmethane): Often cited for its role in estrogen metabolism. * Vitamin B6: Targeted at mood regulation and energy support. * Evening Primrose Oil: Included for its potential benefits in managing physical symptoms. Designed for women over 40, the supplement aims to alleviate the early-stage symptoms of perimenopause, specifically mood fluctuations and sleep disturbances, while providing a foundation for long-term health. Dr. Sharafi noted that the company is currently drafting proposals for further clinical trials to substantiate these efficacy claims, a move that aligns with Ritual's long-standing mission to demand higher standards of safety and transparency within the largely under-regulated supplement industry. Navigating the "black box" Legacy. Ritual's entry into this space coincides with a broader societal shift in how women's health - specifically menopause - is discussed in the United States. For years, the conversation was stifled by the "black box" warning labels on hormone replacement therapy (HRT), which were imposed in 2003 following a landmark NIH study. These warnings, which cautioned against risks of breast cancer, cardiovascular disease, and stroke, cast a long shadow over treatment options for decades. The removal of these warnings by the NIH in November 2025 has triggered a surge in interest regarding perimenopause care. While this has led to a welcome rise in the availability of HRT, many women remain wary of hormonal interventions. "It's been exciting to see the rise of HRT," Schneider remarked, "but we want to provide other options for women seeking solutions that are non-hormone-based." By offering a plant-based, non-hormonal supplement, Ritual is filling a critical gap in the market for consumers who are wary of medicalized hormonal treatments but are desperate for symptom relief. The "peri-dise" Campaign and celebrity strategy. To support the launch, Ritual is rolling out a multi-week, omnichannel marketing campaign titled "Welcome to peri-dise." The campaign aims to dismantle the stigma and anxiety surrounding menopause through a lens of "levity, fun, and a wink," as Schneider put it. Central to this strategy is the brand's first-ever celebrity spokesperson, to be officially unveiled on October 1. The choice of spokesperson is, according to the brand, a deliberate reflection of their customer - a woman who is currently navigating the perimenopausal transition herself. By utilizing a high-profile figure, Ritual hopes to normalize the conversation, moving perimenopause from the shadows of private struggle into the light of mainstream cultural discourse. The broader landscape: an industry in flux. Ritual is entering a rapidly thickening field of competitors. The "menopause economy" has recently attracted a wave of startups, including Stripes, Playground, Lola, and Tabu, alongside telehealth giants like Wisp, Hers, and Midi Health. However, Ritual's competitive advantage lies in its existing "sticky" relationship with the consumer. Schneider notes that the brand's ability to capture women during their reproductive years and retain them through midlife creates a seamless brand ecosystem. "There's this beautiful overlap of life stages where women can be in perimenopause as early as 38, sometimes even earlier, but also having children in their 40s," she observed. By serving both the mother-to-be and the woman experiencing early-stage hormonal shifts, Ritual is attempting to dominate the "life-stage supplement" sector. The paradox of wellness: consumer fatigue. While Ritual's growth is emblematic of a booming wellness sector, the wider market is showing signs of "app fatigue." A recent study conducted by Talker Research highlights a growing disconnect between the proliferation of health-tracking technology and the actual well-being of the consumer. * The Data Overload: The average American now utilizes six different health apps, with 22% of the population managing more than ten. * The Burnout Factor: 53% of respondents feel overwhelmed by the sheer number of tools available to them. * The Labor of Health: 45% of users report feeling "burnt out" on a weekly basis from the manual labor of inputting health data, while 15% express exhaustion at the constant stream of alerts and notifications. As "sleep scores" and "readiness metrics" become the new status symbols, Ritual's approach - which relies on a simple, subscription-based supplement model rather than an intensive, data-entry-heavy app - may prove to be a more sustainable solution for the modern, burnt-out consumer. Looking ahead: A year of transformation. The news from Ritual is part of a larger, systemic shift occurring across retail and wellness. As the year progresses, the industry is watching closely as giants like Target navigate executive restructuring, and as venture capital continues to pour into specialized sectors like peptide platforms, which recently saw a $20 million influx from a former Meta employee-led venture. For Ritual, the goal is clear: to solidify its status not just as a vitamin company, but as a longitudinal health partner. By tackling the complexities of perimenopause with a blend of clinical rigor, transparent supply chains, and a touch of humor, Ritual is attempting to prove that the most profitable path forward is simply to stay the course with the customers who have been there from the start. As the company prepares for its October 1 reveal, the industry waits to see if this "peri-dise" approach will pay dividends. If the brand's history is any indication, the shift toward supporting the "whole life" of the consumer is not just a trend - it is the future of wellness. Subscriber