From Ritual to Olive & June — When One Brand’s Inflection Point Creates an Industry-wide Ripple Effect

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Ritual and Olive & June's Katerina Schneider and Sarah Gibson Tuttle discuss how they're fast-tracking innovation in the nail and supplement industries.

Ritual founder and CEO Katerina Schneider, left, and Olive & June founder and CEO Sarah Gibson Tuttle at WWD's Los Angeles Beauty Forum.launched its debut women’s multivitamin in 2016, the beadlet-filled capsules quickly became dubbed the “world’s most Instagrammable vitamin.”

The pair also found common ground in their missions to up the ante for what can be achieved in their respective lanes. For Schneider, this has meant leaning into ingredient traceability — “100 percent of our ingredients are traceable,” she said. “A consumer can see everything down to the supplier and the source of manufacturing; it takes time and effort and it’s the right thing to do” — as well as sustainability, setting a goal to achieve net-zero carbon emissions by 2030.

A consistent aim to identify and address other pain points in the consumer journey — like with the launch of Poppy, Olive & June’s patented polish bottle handle that makes precise at-home“We meet the moment every time we’re given the opportunity,” said Gibson Tuttle, whose decisions are informed by sales data — the brand’s and that of the broadermarket — plus surveys and feedback via Olive & June’s direct-to-consumer channel.

Ritual’s subscriber base similarly acts as a “think tank” for the brand, informing the development of Ritual’s Synbiotic+ gut health supplement, which Schneider reports did more than $30 million in sales during its first year. She’s also seeking to combat smoke and mirrors surrounding clinical testing, which still doesn’t have a clear definition or standards in the supplement space. “You have products that say they’re clinically studied, but it’s actually the ingredients — and those don’t always match the dosage or the form used in the clinical study.”

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