Ritual's founder and CEO Katerina Schneider told Glossy that the 10-year-old supplement brand is entering perimenopause care with two new products, an omnichannel campaign, and its first celebrity spokesperson. The spokesperson will not be named until October 1, and Schneider said the celebrity is also in perimenopause.

The product released Tuesday is called Perimenopause Health Hormone Balance Support, a vanilla-scented capsule retailing at $39 per month. Its named ingredients are shatavari extract, DIM, vitamin B6 and evening primrose oil, which is worth stating plainly because the ingredient list is the only part of a launch like this that can actually be checked.

Why the shortlist was short

Ritual's SVP of science and innovation, Dr. Mastaneh Sharafi, told Glossy the team considered only a small handful of ingredients for the formula. "There are not many choices, actually, when it comes to perimenopause ingredients that have clinical evidence," she said, which is a more candid line than most launch interviews produce.

Sharafi said perimenopause starts on average around 45 to 47 but can begin in the 30s or the 50s, and that the supplement was designed for women over 40 or those in perimenopause. Early symptoms women report most, she said, are mood and sleep issues, with hot flashes at night arriving later.

The study that does not exist yet

Sharafi is currently writing a proposal to run a clinical trial for the supplement. That means the trial has not been run, and no outcome figures for this formula appear anywhere in the interview.

That sentence is the one to hold onto, because a TV spot from agency Giant Spoon and a campaign titled "Welcome to peri-dise" will land well before any data does. Ritual has built its brand on traceability and what it calls science-backed formulation, and the gap between that positioning and a trial still in proposal form is the fair thing to flag.

A crowded category and a regulatory shift

Schneider tied the timing to wider movement in women's health, including the November 2025 removal of the black box warnings imposed on hormone replacement therapy in 2003. Per NIH, those warnings had cautioned against risks of cardiovascular disease, stroke, breast cancer and probable dementia in postmenopausal women aged 50 to 79 using oral estrogen.

Schneider said 40% of Ritual's customers are now entering perimenopause, and she wants to offer non-hormone-based options alongside the rise of HRT. The competitive set she is walking into already includes Stripes, Playground, Lola and Tabu on the CPG side, and Wisp, Hers, Midi Health and Musley in telehealth.

What the October reveal has to carry

A named face arriving October 1 will do more for this launch than any ingredient on the label, and that is the honest read on the strategy. Whether the formula gets a trial behind it remains, for now, a proposal.