599As the younger generation pays increasing attention to health preservation, health products are no longer exclusive to middle-aged and elderly people.
In the North American market, a brand called Ritual has captured over 1 million users in just a few years with its concept of "transparent and traceable," and its valuation has soared to $125 million.
Data shows that in 2024, its total revenue across all channels has exceeded $250 million (about 1.8 billion RMB). Since its launch, the cumulative number of users has reached 2 million, and product sales have exceeded 25 million bottles.
Even more impressive is the continued trust of users: as many as 62% of users have used Ritual for more than a year, and the average repurchase rate has exceeded ten times.
Image source: Ritual official website
A bottle of transparent vitamins pierces the industry's "Emperor's New Clothes"
According to information, the birth of the Ritual brand originated from a real dilemma faced by founder Katerina Schneider.
In 2015, this former investor with a background in mathematics and economics searched through all the vitamin products on the market during her pregnancy, only to find that the ingredient lists were obscure and complex, the sources of ingredients were unclear, and brands often deliberately concealed key information from consumers.
"If I don't even dare to eat it myself, how can I dare to provide nutrition for my unborn child?" This doubt prompted her to assemble a team of scientists.
Based on a large number of research reports and the dietary habits of American women, she launched the first transparent formula women's multivitamin 18+ in 2016.
With its positioning of "scientific formula to fill nutritional gaps," as well as transparent ingredient traceability, sustainable packaging design, and refined user experience, it quickly stood out in the market.
Founder Katerina Schneider Image source: Ritual official website
In 2019, Ritual's prenatal vitamins became the best-selling prenatal brand in the United States, and then launched postpartum supplements, establishing a firm foothold in the women's health and wellness market.
Today, Ritual has formed a multi-dimensional product matrix covering prenatal care, gut health, sleep and stress, skin health, and other scenarios, targeting women over 50, teenage boys and girls, adult men, and other customer groups, becoming one of the most influential vitamin brands in the United States.
Image source: Ritual official website
Industry Tailwind: When Health Preservation Becomes a "Rigid Demand" for Millennials
Data shows that this group of young people spends as much as $70 per month on vitamins and related health products. Their concern for health is not just at the conceptual level, but they are spending more for "self-care."
The needs of the millennial consumer group have created opportunities for the development of dietary health supplements, and the fundamental transformation of consumption channels has also injected vitality into the development of health brands like Ritual.
For example, in order to adapt to the online and social consumption habits of this generation, more and more brands are using social media and digital marketing to efficiently reach young users, thereby enhancing their influence among the younger generation.
Obviously, online channels have risen from supplementary channels to become an important, even main, way for consumers to purchase vitamin products, and their strategic position is crucial to the success or failure of brands.
Based on this, the Ritual brand has undoubtedly embarked on the path of online marketing.
Image source: Amazon
Social Media Marketing: Making Science Simpler
It is worth mentioning that the most difficult part of operating and promoting health supplements is not traffic, but how to turn complex scientific concepts into content that is easy to understand and spread.
To address this, Ritual's official TikTok account @ritual has a dedicated section to explain the actual effects and functions of health supplements to users, where common questions about supplements are analyzed.
Image source: TikTok
In addition, they regularly update content such as health recipes and product usage cycle effects on their TikTok account. This content not only enriches the practicality of the account, but also allows users to more intuitively feel the application and benefits of the products in daily life.
As of now, this TikTok account has successfully attracted 118,600 followers, with a total video view count of 65.2 million. The number of followers is steadily increasing, with more than 4,600 new followers in the past 30 days, forming a relatively stable user ecosystem.
Image source: TikTok
In addition to shaping content on its own account, Ritual also attaches great importance to cooperation and promotion with TikTok influencers. In just the past 7 days, Ritual has added 153 new influencers and 275 new promotional videos, bringing an estimated $27,900 in sales growth for the brand.
As for the choice of influencers, they mainly focus on small and medium-sized vertical influencers, such as moms, health bloggers, health enthusiasts...
Although these small and medium-sized vertical influencers have fewer followers than top influencers, they have closer interaction and higher trust with their followers, and the conversion data they bring (as shown in the figure) is also considerable.
Image source: echotik
On Instagram, Ritual focuses on visually showcasing the major theme of "women's health" by continuously posting content about pregnant mothers' lives, parent-child interactions, etc., conveying the brand's attention to women (especially during pregnancy and parenting stages), which is very beneficial for establishing a friendly and professional brand image.
As of now, the brand's official Instagram account @ritual has accumulated 413,000 followers, focusing on real women's experiences and emphasizing a scientific and transparent visual presentation, successfully building a highly resonant and trustworthy health community on the platform.
Image source: Instagram
This multi-platform synergy and trust-building strategy driven by authentic content is also reflected on the brand's independent website.
According to third-party platform data, Ritual's independent website reached nearly 610,000 visits in June 2025, with as much as 49.29% of the traffic coming from direct searches, indicating that the brand has formed strong user awareness and loyalty.
Image source: similarweb
In addition, Ritual's independent website itself is also continuously consolidating this trust. To dispel potential buyers' doubts, they have embedded real user reviews at the bottom of the product page.
There are not only text descriptions, but also the real names and locations of users, which can further increase the trust of potential users.
Image source: Ritual independent website
Conclusion: Sincerity is always the ultimate weapon
From the story of the Ritual brand, we can understand a simple truth: even in overseas markets, sincerity is the ultimate weapon!
Make good products, communicate clearly, treat users sincerely, and the market will naturally reward you.
For domestic companies, the overseas market is vast and full of opportunities, but the key is to settle down and do solid work.
Touch consumers with reliable products and sincere communication. Although this path is not flashy, it is steady and long-lasting.
Opportunities are right in front of us. It just depends on whether everyone is willing to take solid steps to achieve them.
