The clinically studied supplements arrive at Ulta, signaling evolving consumer expectations around wellness
Ritual, a brand known for its focus on transparency and clinical research in supplements, is now available at select Ulta Beauty locations and on ulta.com. The move reflects a broader shift in consumer priorities, where health, beauty and wellness increasingly converge and raises questions about how shoppers are navigating the expanding wellness category.
“We’re seeing a change in how people define beauty and self-care,” said Katerina Schneider, founder and CEO of Ritual. “It’s becoming more holistic. Consumers are looking for products that help them feel better, not just look better.”
Ulta, long associated with beauty and cosmetics, has been steadily expanding its wellness offerings through its dedicated “Wellness Shop.” The addition of Ritual supplements aligns with that trend, bringing products like Essential for Women 18+, Essential Prenatal, HyaCera and Sleep BioSeries Melatonin into a retail space that increasingly straddles the line between beauty and health.
“This is a meaningful moment not just for Ritual, but for the entire industry,” Katerina Schneider, CEO and Founder of Ritual told Athletech News. “We’re building one of the most trusted brands in women’s health and partnering with Ulta Beauty allows us to meet consumers where they’re already making thoughtful choices about their wellbeing.”
Four Ritual products are now featured at Ulta: Essential for Women 18+, Essential Prenatal, HyaCera and Sleep BioSeries Melatonin.
According to Schneider, the timing of the partnership reflects a broader shift in how consumers think about wellness. “We’re seeing a real transformation in how people think about beauty,” she said. “It’s no longer just about appearance; it’s about how you feel, how you sleep, how your skin behaves, how your body functions. That’s where wellness and beauty intersect.”
The supplement industry has long faced criticism for a lack of transparency and minimal regulation. Ritual is working to differentiate itself by investing in clinical studies on finished formulas.
“The supplement aisle can feel overwhelming. It’s full of bold claims, but not enough receipts. We wanted to be the brand that brought receipts,” said Schneider.
Ritual has committed $5 million toward university-led human clinical studies by 2030. One of its flagship products, Essential Prenatal, is currently the only leading prenatal multivitamin backed by its own human clinical trial.
“Too often, the burden falls on women to figure out what’s safe and effective,” Schneider said. “We wanted to remove that guesswork by doing the heavy lifting: running the trials, disclosing our sourcing and putting trust at the center of everything we do.”
In addition to research, Ritual has taken steps to advocate for broader industry reform. “This industry hasn’t seen meaningful regulatory updates in over 30 years,” she said. “Consumers deserve better and we think businesses like ours have a responsibility to help lead the way.” The company has been actively advising lawmakers on efforts to modernize supplement regulation at both state and federal levels.
“Consumers are looking for products that help them feel better, not just look better,” Schneider noted. “That’s the future we’re building toward.”
