Ritual launches first new perimenopause supplement line in six years
Ritual has launched its first new product category in six years, introducing two perimenopause supplements as part of an omnichannel campaign that includes a TV spot featuring its first celebrity spokesperson, set to be announced October 1. The new supplement, priced at $39 per month, contains shatavari extract, DIM, vitamin B6 and evening primrose oil in a vanilla‑scented capsule and is intended for women over 40 or anyone experiencing perimenopause.
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“We are seeing that 40% of our customers are now also entering perimenopause,” Katerina Schneider, CEO and founder said.
“There are not many choices, actually, when it comes to perimenopause ingredients that have clinical evidence,” Dr. Mastaneh Sharafi, SVP of science and innovation said.
The launch follows the NIH’s removal of the black‑box warning labels on hormone replacement therapy in November 2025, which renewed conversation about perimenopause and menopause care options. Ritual, a ten‑year‑old supplement company that emphasizes a traceable supply chain and science‑backed formulations, has previously focused on pregnancy and postpartum supplements.
What we know
Ritual, the 10-year-old supplement company built around a traceable supply chain and science-backed formulations, is launching its first new product category in six years as it pushes into the perimenopause space.
Ritual’s push into perimenopause care will be spaced out over two weeks and includes two new products and an omnichannel marketing campaign, including a TV spot created by agency Giant Spoon starring the brand’s first celebrity spokesperson, who will be officially announced October 1.
The supplement comes in a vanilla-scented capsule and will retail for $39 per month.
“We are seeing that 40% of our customers are now also entering perimenopause.”
Released Tuesday, the new formula includes shatavari extract, DIM, vitamin B6 and evening primrose oil.