Ritual Launches Hormone-Free Perimenopause Health Supplement

Women’s health brand Ritual has entered perimenopause care with Perimenopause Health, its first new product category in six years, pairing a hormone-free daily capsule with a broader education push. In a Tuesday announcement covered by PR Newswire, the company said the OB/GYN-informed formula uses clinically studied shatavari extract with DIM, vitamin B6, and evening primrose oil, retailing at $39 a month on Ritual.com.

Glossy reported that CEO Katerina Schneider framed the launch around Ritual’s aging customer base — roughly 40% of whom are entering perimenopause — and positioned the brand as a non-hormone option alongside the wider post–black-box conversation on menopause care. SVP of science Dr. Mastaneh Sharafi told Glossy the ingredient shortlist was deliberately narrow because few actives have strong clinical evidence in perimenopausal women.

Ritual says the vanilla-essenced capsule is NSF Certified, Non-GMO Project Verified, Clean Label Project Purity Award–certified, vegan, and third-party tested. The company is also rolling out an omnichannel “Welcome to peri-dise” campaign, including a Giant Spoon TV spot and a first celebrity spokesperson to be named Oct. 1.

The move lands in a crowded midlife-wellness lane that already includes telehealth and CPG players, but Ritual is betting its traceable-supply-chain reputation and clinical posture will travel with customers from prenatal years into midlife. A clinical trial proposal for the new supplement is in the works, per Glossy’s interview with Sharafi.

Availability begins online now, with the brand arguing that roughly two million U.S. women enter perimenopause each year and still face thin product innovation relative to the scale of the life stage.