Katerina Schneider was four months pregnant when she flipped over her prenatal vitamin bottle and realized… she couldn’t trust a single word on the label.
Instead of settling, she built something better: Ritual, a radically transparent, science-backed wellness brand that now does over $250 million in retail sales and serves millions of customers.
In this episode of Creative Got Me, Kat breaks down what it really takes to earn consumer trust in one of the most skeptical, hype-driven industries out there.
We talk about:
• Why 100,000+ supplements exist but only a handful are truly trustworthy• The real meaning of “clinically studied” (and why most brands fake it)
• What inspired Ritual’s most emotional campaign and why women cried watching it
• Why Kat built her team in-house, from scientists to creatives• How AI can actually help tell human stories
• The wild VC comment that made her more determined to prove them wrong
• What it looks like to raise a family and a company (without guilt)
This episode is a masterclass in brand-building, honesty, and showing the receipts.
🎧 Listen on Spotify, Apple Podcasts, or wherever you get your podcasts.
📺 Watch the full episode on YouTube.
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Timestamps:
00:00 – Ritual’s origin story: founded while pregnant
03:30 – The Wild West of supplements (and how Ritual stands out)
06:10 – Why “clinically studied” is mostly BS (unless you do it right)
08:20 – Ritual’s $5M investment in actual science
11:00 – Traceable ingredients: how it works and why others don’t do it
14:00 – How branding helped drive trust
17:00 – Building science, creative, and commerce under one roof
20:00 – How Kat and Ritual think about using AI (in brand and ops)
24:00 – “For the Real Bodybuilders” campaign and emotional resonance
28:00 – Why 70% of women face fertility struggles but 40% don’t feel seen
30:00 – The power of insight in shaping culture
34:00 – Raising 3 girls + pushing for policy change in women’s health
38:00 – Balancing being a CEO, founder, author, and mom (without guilt)
42:00 – The VC who told Kat she couldn’t build a business and a family
44:00 – Why female founders should lead women’s health companies
46:00 – Final reflections: conviction, intuition, and changing the system
