Ritual is an online retailer of multivitamins and nutritional supplements for women with its headquarters in Los Angeles. The startup was established in 2016 by Katerina Schneider. Ritual manufactures and distributes multivitamins for women. It started when Schneider was in the family way and realized that her multivitamins bore potentially harmful ingredients. She started Ritual in 2016 after spending a year researching women's diets with Dr. Luke Bucci to identify what vitamins women really needed. The sales of the company are based on online subscription. The company has been criticized for its marketing and advertisement techniques claiming misrepresentation of paid endorsements.