After an overperforming launch into nearly 500 Walmart doors across four states last October, Ritual is expanding to 1,900 stores across all 50 states this weekend, a 294% bump in store count at the big-box chain.
The move follows the supplement brand’s recent debut at Costco on the West Coast with its bestselling $39 Prenatal Multivitamin and last year’s Ulta Beauty rollout. Ritual, which is built on pillars of transparency, traceable ingredients, science-backed formulations, premium design and convenient subscription-based wellness routines, is also sold at Target, Whole Foods Market and other grocers nationwide. The brand has disclosed it profitably crossed $250 million in 2024 sales, more than doubling from the $100 million in annual net sales it generated in 2021.
After spending seven years only in direct-to-consumer distribution, Ritual made its first move into retail with Target in 2023. Ritual founder and CEO Katerina Schneider says, “It’s only been the last couple years, but it’s going incredibly well because consumers really want to know what they’re putting in their bodies and why, and the consumer is there.”
Ritual’s increased presence at Walmart is part of a bigger push by big-box retailers into premium beauty and wellness. The mega-chain has added dozens of new upmarket brands over the last year, and other recent wellness launches include fiber specialist Bio.me, collagen brand Liquid Youth and wearable Oura. In January, Walmart introduced Better Care Services, a telehealth platform offering access to a curated network of third-party medical care providers.
“Bringing higher-quality products to a mass consumer was the name of the game, especially across essential nutrients and essential foundational nutrition for Walmart as they expanded their wellness efforts,” says Schneider. “I think they’re smart to see that’s where the consumer is.”
Schneider declined to divulge Ritual’s 2025 and 2026 financials, but says the brand has persistently registered rapid growth and greater profitability. With the Walmart expansion, the brand has reached about 4,000 retail doors across the country. As it extends its retail network, it’s differentiating its products for different retailers.
For Walmart, the brand is focused on what Schneider calls “foundational health,” which includes the brand’s $33 Women’s Multivitamin 18+ and $39 Women’s Multivitamin 50+ along with its prenatal. Ritual’s prenatal is priced roughly two to four times above many standard big-box prenatal vitamins.
Previously a venture partner at Atom Factory Inc., Schneider started Ritual when she was pregnant and trying to find best-in-class prenatal vitamins. The market lacked options meeting her exacting standards, so she created Ritual to live up to them. Ritual is a certified B Corp, and with chief impact officer Lindsay Dahl, the brand has developed a first-of-its-kind Made Traceable program promising its ingredients can be tracked back to their source. The company discloses where key nutrients come from, why they were selected and how they’re manufactured.
Ritual’s deal prospects are being closely watched by industry insiders. The brand has raised $53 million in funding over several rounds, the most recent in 2019, from investors including Forerunner Ventures and Norwest Venture Partners, and it’s at a size where it could be a prime target for a major multinational. Earlier this month, Unilever announced it was acquiring Grüns, which achieved a $300 million annual run rate, for $1.2 billion.
“Exits are great, but we’re just continuing to work on what we believe in,” says Schneider. “I think we’re also on this verge of getting credit for all the amazing work that we’re doing with women’s health and science right now.”
The supplement category has been a deal-flow darling recently. On top of Grüns’ sale, Herbalife acquired Cristiano Ronaldo-backed supplement brand Bioniq for $55 million, Procter & Gamble purchased digestive health brand Wonderbelly, and AG1, which just launched nationwide at Target after expanding into Costco and The Vitamin Shoppe, has reportedly been exploring options including a sale.
