Acne Patches, Purple Shampoo And 24 Other Beauty Products That May Seem Sus, But Actually Work
Or these XL Surface Mighty Patches, which boast the same hydrocolloid ingredient, but are large enough to cover several pus-filled pimples or zits at once on your jawline, back, or neck! Get at those blemishes in harder-to-reach areas and worry less as the pimple patch works overnight. Oh, and even if you move around in your sleep, these sticky strips won't budge!
A purple shampoo trio set with shampoo, conditioner, and a hair mask to help keep your platinum, silver, gray, and blonde hair looking salon-fresh by removing yellow and brassy tones. I'm no artist, but I'm pretty sure the way the color wheel is designed...purple somehow cancels out orange, and this shampoo is proof!
The Cosrx Snail Mucin Power Essence, a top-rated serum made up of 96.3% snail secretion for a lightweight formula that helps hydrate and restore dry, dull skin, leaving you with a glowing complexion. Even if you raise an eyebrow at escargot, the results of this skincare fave will make you think whoever took a chance on a snail's skincare "secret" might actually be a genius.
Plus, a powerful snail repair cream that's also created with the popular K-beauty secret, snail mucin extract, to help moisturize, brighten, and even your skin tone for a glass-like finish. If you're looking to revamp your daily skincare routine without spending hundreds of dollars, this multipurpose product will help you get glowing skin and last you a long time according to reviewers!
Revlon's oil-absorbing volcanic face roller — it's an infinitely washable volcanic stone roller ball that soaks up excess oil and delivers an instant matte finish in seconds, leaving your makeup intact. It's pretty sus that dried up lava could help with oily skin, but just look at these results!
Elizabeth Mott's Carbonated Bubble Clay Mask featuring a foaming charcoal formula to get deep into your pores and remove dead skin, dirt, and other impurities, so your skin looks and feels all shiny and new like a just-emerged soft-shell crab! Sometimes the most ridiculous-looking products are the most efficient, and this cleansing mask will prove it!
An odd but fun lip stain mask that applies with a deep blue hue that will have you so skeptical you might think you're doing it wrong! But when wiped off, the stain reveals a dramatic bold or natural-looking lip shade with a lovely matte finish that won't be plastered on your champagne flute when it's time to take capture the iconic millennial Boomerang of glasses clinking!
The Stila One-Step Color-Correcting Facial Serum, which is designed to help you color-correct and brighten your complexion by combatting redness and dark spots with the combination of color theory and a nourishing blend of vitamins, minerals, and antioxidants. The reviewer below used this facial serum to cover up a bad sunburn, but it would also work well for correcting dark circles that pop up after a late night waiting in queue for concert tickets. 😮💨
A two-pack of dark spot corrector bar soap boasting a revitalizing and hydrating blend of retinol, hyaluronic acid, shea butter, turmeric, and vitamins C and E for a hydrating cleanse to help even skin tone and reduce dark spots wherever you want to. You'll stare at this yellow bar of soap in the shower and roll your eyes, but just wait until you're wearing less in the 95 degree temps and actually notice the difference.
An internet-famed Bum Bum Body Cream that boasts a blend of caffeine-packed guarana extract and coconut oil to help *visibly* firm and moisturize skin, so you can step out this season feeling as confident as ever. You're telling me, this lotion will help make my skin look TIGHT and it smells ah-may-zing?!
A stainless-steel blackhead spatula, which helps unclog pores using high-frequency vibrations, helping your skin better absorb your favorite toners, moisturizers, and serums. Each cycle runs for just five minutes before automatically shutting off, and the gunk leftover on the spatula is all you need to convert from a skeptic to a 5-star reviewer!
The top-rated, reviewer-beloved Hard as Hoof nourishing cream to help condition cuticles and promote nail growth with a nourishing combination of urea, shea butter, coconut oil, beeswax, and other reparative ingredients. Each time you moisturize your hands you'll think you're kidding yourself, but with consistent use you'll be showing off lengthy manicure-ready claws in no time!
A waterproof eyeliner stamp, which makes it easier than ever to nail a perfect winged liner look. It may not look like much (and costs even less!), but when you're getting ready to go meet the crew for karaoke it will take less time than rapping Nicki Minaj's "Monster" verse to get the *flick* you want and deserve!
An adorable polar bear hydrating eye stick featuring Icelandic glacier water to help reduce puffiness, tighten skin, and make dark circles seem as if they were never there. If you didn't believe in the magical properties of skin-tone-evening niacinamide and soothing seaweed before...use this after a long night of binge-watching and witness the disappearing trick yourself!
Vacation's Classic Whip SPF 30 — a water-resistant and sensitive skin-friendly sunscreen that comes in a literal whipped cream can! You'll boggle the mind of any onlooker as you apply this forbidden "dessert for your skin", and it's so lightweight you might not switch back to whichever sunscreen you were using before!
A bottle of sulfate-free biotin shampoo, which doubles as a clarifying shampoo to help remove product buildup *and* thicken the appearance of your lovely tresses. Reviewers are amazed with how quickly it works, reporting less shed hair!
Essence's "What the Fake!" Plumping Lip Filler with a moisturizing blend of hyaluronic acid and vitamin E, so you can show off the JUICIEST pout on this side of the Mississippi. You might scoff, and it might tingle a little, but the results are 100% worth it.
The TikTok famous Lumify Eye Drops to help reduce redness in record time. It didn't climb its way to being a number one seller for no reason — according to reviewers, you see results in just minutes! This will really come in handy now that allergy season is here to stay, so you'll want it in your purse alongside tissues. 🤧
The splurge-worthy Shark FlexStyle system, which is designed for drying and styling with a set of interchangeable attachments for you to achieve the volume and style of your dreams with minimal heat damage and quick drying times. It may not be completely heatless, but if you told anyone in the early 2000s you could complete your daily hair routine with only one product, they would have laughed in your face!
Or a RobeCurls heatless hair curler with luxe satin to help keep your tresses moisturized and frizz-free throughout the day. Simply wrap your hair around this flexible rod (yup, just one!) and wear it to sleep like a headband. When you wake up and remove it, you'll be obsessed with your voluminous, bouncy curls, ringlets, or beach waves and already being halfway through your morning routine!
A tea tree mask kit with a powder-to-jelly formula that offers a professional esthetician vibe from the comfort of your home. Don't be surprised when you start feeling the gelatinous formula practically sculpt to your face, getting into every fine line or wrinkle to help soothe and hydrate your skin all over. At first, the jelly might feel like a gimmick until you're enjoying the cooling feeling on every pore and wondering why you haven't used this before!
An under-eye brightener that's designed with a lightweight, color-balancing formula infused with hydrating hyaluronic acid and nourishing shea butter for a reliable coverage solution. Color-balancing in makeup is truly nothing short of practical magic...especially if it can disappear dark circles and under-eye bags!
A pair of teeth-whitening pens to help remove years (!!!) of staining from your pearly whites, simply by applying a thin layer twice a day! Coffee, red wine, chocolate, and other things that stain your teeth no longer have to be your nemesis after adding this pen to your routine — you'll wish you started using this years ago!
MagicMinerals AirBrush Foundation, which has become a fan-favorite for reviewers over 30 for its easy application and stunning Photoshop-worthy results. Simply spray the lightweight foundation on the included brush (so no worrying about covering your lashes or brows) and marvel at how it glides onto your skin and delivers a flawless complexion! Spray on foundation? That doesn't look a mess? You better believe it!
I Dew Care "Tap Secret" mattifying powder shampoo, a benzene-free non-aerosol formula that you simply sprinkle onto your roots and massage into your scalp for quick cleansing after a hard workout. You might be asking yourself: Could a powder really let me skip a wash day? Well, the cleansing formula helps eliminate grease and oil along your roots and scalp, so your hair will even look and smell fresh after a little zhuzing!
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Buzz Feed
19 hours ago
- Buzz Feed
36 Products That Stand On Business
Hawaiian Tropic After Sun Body Butter that'll stand its ground against the dry, flaky skin that comes with a sunburn. It's made with shea butter, coconut oil, and avocado oil to add some hydration to scorched skin, and it smells like the undisputed greatest summer scent of all time — coconut 🥥! Hawaiian Tropic's SPF 30 Mineral Powder Sunscreen Brush — it looks at competitors like the $35 Supergoop and $69 Colorscience and shouts, "WHY ARE YOU SO EXPENSIVE?!" The powder formula makes it super easy to touch up your sun protection throughout the day. However, the real jaw-dropping feature is that it applies perfectly to your scalp — yes, your scalp needs SPF, too! A fast-acting plug-in fly trap that looks like a simple night-light to the unsuspecting eye but actually uses UV LED light to attract the flies, fruit flies, moths, and gnats that are using your home as their Airbnb for summer vacay. The refillable glue trap is placed on the back, so you won't even have to see the flies until it's time to replace it. Dr. Melaxin "Peel Shot," a K-beauty staple so effective, your dead skin won't stand a chance. No really, it'll just roll right off as you rub it in. All that exfoliation will tell blackheads and excess oil to take a hike, while the rice bran water restores hydration. A slim and super discreet travel bottle of Poo-Pourri because rumor has it you're going to end up banned from Chili's if you stink up the bathroom one more time. Sorry, I know how much you love a Triple Dipper 😔. Luckily, this exists and is super easy to carry around — just give the water three to five spritzes before you go! A "spray and go" enzyme-based laundry stain remover so you won't have to panic the next time you accidentally get some pizza sauce on your favorite white top. It's a plant-powered formula (so no chemicals like ammonia or bleach that might harm some fabrics) and is super simple to use: just spray the stain, let it sit for a few minutes, then wash as usual! A genius 2-in-1 knife and cutting board that will have you winning the war against excess dirty dishes. This scissor-like contraption has a knife on one side and a tiny, flat board on the other that's just big enough to quickly slice fruits and veggies. Imagine slicing freshly chopped cucumber directly into your salad instead of dirtying up a full-size cutting board! And Ninja's *portable* Crispi Air Fryer system — because the notion that work lunch can't be exciting is propaganda you're not falling for!! This literally air fries your food in the same container you eat it in, meaning fewer dirty dishes are accumulated, which is the number 1 most annoying thing about taking lunch to work. A Bounce wrinkle release spray in a convenient travel size so you can take it with you on your next vacay. Seriously, who has time to iron while traveling?! There's also no telling if that dusty hotel iron is actually going to work. All you have to do is spray, tug the fabric a few times, then smooth the wrinkles away with your hand like some sort of magic wrinkle-fighting wizard. It's also perfect for refreshing any clothes you plan to wear a few times during your trip, thanks to the fresh scent. A holy grail 5-in-1 Edgelift Curl Brush that reviewers of all curl and wave types have left rave reviews for. The unique bristles are meant to help prevent frizz while defining curls, waves, and coils with minimal tugging. That's right, a future where you no longer dread brushing your hair has arrived. Maybe 2025 isn't a complete dumpster fire after all. The Pink Stuff, a tub of cleaning paste that against all odds has become one of the biggest celebs on TikTok (no really, it's racked up 156,000 positive ratings). It'll completely revitalize your sink, bathtub, and neglected oven with the help of a little elbow grease. You'll stare in awe as you realize that crayon stain on your staincase wasn't as permanent as you thought. A rechargeable heated ice cream scoop because heating a regular spoon under warm water simply doesn't work that well and you know it. This ingenious invention can heat up to 158 degrees, which is warm enough to break through even the toughest tub of Blue Bunny. Monday Haircare Dry Shampoo — close your eyes and imagine a dry shampoo that absorbs oil, coats your hair in keratin to help protect it from damage, and costs less than $7? Open 'em — THIS is it! Oh, and it even has a lovely gardenia scent to freshen up your locks on sweaty summer days. A four-piece airtight food saver set that is sick and tired of food waste!! It's meant to perfectly form to the shape of halved fruits, meaning the avocado you just sliced won't go bad in approximately 2.5 seconds anymore. Reusable Gripstic bag sealers, which are on a mission to reinvent the entire chip clip game. These lil' sticks slide over the folded-over portion of the bag to provide a tight seal that'll keep your Goldfish, Cinnamon Toast Crunch, or Cool Ranch Doritos fresher for longer. Do not suffer the heartbreak of a broken chip clip any longer — upgrade and treat yourself. A jar-opening tool that will be an absolute lifesaver when that jar of Ragu is holding on to the lid like its life depends on it (to be fair, it kind of does). It has four different slots to help open a variety of jar sizes, and there's even a helpful hook at the top to help with pull-tab cans when it's a Chef Boyardee kind of night. A tub of dual-textured toner pads from K-beauty brand Medicube — it uses the power of lactic and salicylic acid to wipe away dead skin cells and help reduce the appearance of pores and blackheads. After cleansing, use the textured side for a deep exfoliation, then flip to the smooth side to soothe and mop up any excess oil. A set of family-friendly pastel "unbreakable" deep plates so sturdy they're about to become the backbone of your household. And surprisingly, they're super lightweight since they're made with wheat straw fiber! So basically, these are a must if you have accident-prone kiddos. Or spouse-os. Or roommate-os. You get it. A super effective and strangely whimsical foaming drain cleaner for anyone who simply does not want to see another expensive plumber this year. This gentle but powerful foam pulls up gunk and cleans out drains in sinks, bathtubs, and floor drains, helping prevent plumbing issues and making everything smell ~squeaky clean~. A pack of duster sponges some reviewers say are even better than the often-sold-out Scrub Daddy Damp Duster (also, why isn't it called the Dust Daddy?!) This is perfect for that annoying caked-on dust that a typical dry duster can't tackle — just dampen it, swipe, then rinse to reuse. A bottle of Lottabody's super fluffy mousse, because the days of needing to spend $30+ for quality curl products are finally over! Just scrunch some of this through your towel-dried hair and let the blend of coconut oil and shea butter add some extra moisture and bounce to your curls. Reviewers say it's super lightweight and never leaves behind a greasy or sticky residue. Or Skala's Mais Cacho Hair 2-in-1 Conditioning Treatment that's truly a multitasking marvel. You can use it as an in-shower conditioner by applying it to clean hair and rinsing out after three minutes, or you can apply it as a leave-in treatment for all-day moisture that won't weigh your curls down. A reusable gel lint roller — it looks like it's from the future and is a major upgrade from the traditional sticky rolls that require approximately 10 sheets just to clean one shirt. Just pop open the cover and roll it over any garments that need a good sprucing up, then give it a quick rinse, and it'll be ready to use again! Good Molecules Yerba Mate Wake Up Eye Gel that's basically like an espresso shot for your face. It uses the power of yerba mate to soothe the delicate skin under your eyes, caffeine to help brighten, and three forms of hyaluronic acid to moisturize. I did not know there were several types of hyaluronic acid, but I would now like to collect all of them like Pokémon. And the Catrice "Instant Awake" Under Eye Brightener, which will have you singing 🎵 "where have you been all my li-i-i-i-i-ife?" 🎵 on those busy mornings when you need to look like you got a full eight hours of sleep. It's meant to blend seamlessly into the skin and adds light coverage to dark circles. A no-scrub weekly shower cleaner that'll stop soap scum and residue from forming before they have a chance to take over your entire tub. Just spray and walk away — your future self will be so grateful. Gold Bond's firming neck and chest cream — the tube may seem unassuming, but this magic formula contains salicylic acid to gently exfoliate dead skin cells, while glycerin and aloe add some extra hydration. Put that Groupon for a laser treatment down — try this first! Veet's sensitive hair removal gel, which is basically body hair's worst nightmare. It's formulated with aloe, so it's perfect for anyone who typically deals with redness and irritation after hair removal. It's also meant to provide longer-lasting results when compared to traditional shaving and reduce the chance of ingrowns. Be prepared to pat yourself on your smooth, hairless back! A cult-favorite foot file to grind away at calluses and have your heels and toes looking silky smooth and ready to quite literally stand on business. There are many foot files out there, but more than 86,000 Amazon reviewers say this one works like a charm. An auto-open (and auto-close!) umbrella with thousands upon thousands of rave reviews. Yes, you read that right. How does a meager umbrella have that many fans? Many of them say this is truly windproof — meaning it won't flip inside out when a heavy gust of wind blows your way and embarrass you in front of the besties. They would NEVER let that go. The beloved Hard as Hoof nourishing cream made with beeswax and jojoba oil to condition brittle nails and cuticles (on your fingers AND toes!) and have them looking as shiny and fresh as they did before that gel manicure did its damage. It's designed to sink in quickly (a rare feat in the world of cuticle oils) and it also smells like coconuts. I probably should have led with the coconut part. 🥥 🤤 WellPatch migraine/headache patches that stick directly to your forehead to help provide some soothing comfort when you feel a headache coming on, or if you just need a little refresh on a super long day. You don't even need to keep these in the freezer — just remove them from the pouch and stick them on! A pack of two dark spot corrector soap bars packed with tons of vitamin C and turmeric — aka the ultimate superhero ingredients for potentially brightening and reviving dull skin. Reviewers have had luck using this on both the face and body — but we recommend giving it a patch test first on a small area to see how your skin reacts. All good? Then start sudsing away! A wide-brimmed bucket hat with two *built-in solar-powered fans* — yes, you read that correctly, there are literal fans in this hat!!! You also get a mesh panel for ventilation, a built-in sweatband to absorb sweat, and the fabric is UPF 50+ for extra sun protection. If you mean business when it comes to staying cool, this is a necessity. Bio-Collagen's Real Deep sheet mask that works overnight to refresh your skin. No, really, it's designed to be worn while you sleep — it's transfer-resistant, so it won't leave a mess on your pillow! It's infused with hyaluronic acid to hydrate, collagen to maximize absorption and minimize the appearance of pores, and probiotics to strengthen the skin's barrier. Best of all, it turns transparent when your skin is done absorbing the serum, so you'll know when it's ready to take off. A bottle of hair-building fibers to temporarily fill in bald spots and add some volume to thinning hairs. In the words of this reviewer, "WHAT IN THE HAIR SORCERY IS GOING ON?!" The sorcery in question is the tiny fibers made with follicle-mimicking molecules that grab onto your hair strands and make it look like you took a magical overnight hair growth serum.
Forbes
20 hours ago
- Forbes
Tested And Tried: Must-Have Summer Hygiene Products
Nothing says summer quite like glowing skin, beachy waves and.. sweat. As much as the season is sold as sun-kissed and carefree, it also comes with its fair share of stickiness, perspiration, and less-than-fresh moments. While the ads may highlight effortless beauty, the reality often includes managing heat and odor that so many of us just haven't been trained to tackle. Whether you prefer to stay cool indoors with the A/C or fully dive into the summer's sweaty embrace, staying fresh becomes a daily priority, and a reoccurring issue to address as the temperatures rise. Below, Forbes tested and tried all the best hygiene, heat combatting and sweat-proof products to beat the summer's heat. ClearStem VITAMIN SCRUB Exfoliating Cleanser — $48 Best For: Gently removing buildup, dirt, and grime without harsh scrubbing. Scrubs are a thing of the past, polishes are the future. The CLEARSTEM Vitamin Scrub has a jelly-like or putty consistency, rather than feeling gritty like traditional scrubs. Infused with chamomile and Vitamin C, it smooths and brightens the skin without irritation. Though it's not explicitly labeled for face or body, its scrub-to-foam texture makes it ideal for areas prone to buildup from sweat, like underarms, back, and chest. Best For: Moisture. While Fenty Skin's line continues to grow in body butters, they added this jumbo sized 'Butta Drop' that leaves your skin shining but not oily. While moisturizing can feel pointless when you're bound to get sweaty anyway, this body butter is surprisingly lightweight. It absorbs well, and its scent—soft yet lingering—is long-lasting without being overpowering. Best For: Refreshing your face while staying protected from the sun. Reapplying sunscreen can feel like a chore, especially on hot days when non–white cast formulas often leave skin feeling oily. But this Supergoop! sunscreen changes that. It goes on like a refreshing mist, similar to a rose water spray, making reapplication quick, cooling, and effortless. Plus, it delivers a natural-looking glow while keeping your skin protected with SPH 40++. Best For: Long-lasting fragrance. While it's tempting to reach for light mists and sprays during the summer, the key to staying smelling good all day is using more concentrated scents. Byredo's new 'Absolu' line features highly concentrated fragrances designed to last, from a morning workout to a beach day, park date, or dinner out. These richer perfumes offer staying power without being overpowering. Best For: Enhancing the sensory experience. It's often said that the first thing people smell is the scent of your hair. If you're wearing protective styles like braids or locs, or simply washing your hair less often during summer, a hair perfume can make all the difference. A well-formulated scent that refreshes between washes and leaves a lasting impression is more than worth it. Best For: Smoothing down flyaways. Perfect for braids or any long-term protective style, the SheaMoisture Wrap & Set Mousse is strong yet non-flaky. It provides enough hold to tame flyaways or just unkept hair, that is sneaking its way out the braid, while remaining hydrating, so your hair stays soft and touchable, not stiff or crunchy. It also helps care for each strand while maintaining the look for look's sake. Best For: Sweat prevention. In the summertime, deodorant isn't optional, and the words 'clinical' and 'antiperspirant' actually mean something. Secret teamed up with Olay to create their signature Strawberry Fizz scent, offering a long-lasting, odor-fighting formula. Infused with hyaluronic acid, it's also gentle enough for sensitive underarms that may react to strong scents or harsher deodorants. And Best For: Full-coverage brushing. Handcrafted in Italy, these artisanal, one-of-a-kind toothbrushes are as chic as they are functional. While they look cute on your bathroom counter, they also deliver thorough cleaning with durable nylon bristles that do the hard work for you. Agent Nateur Holi (pearly) Whites Probiotic Whitening Toothpaste — $28 Best For: Those who love all-natural products. Hear me out, when it comes to hygiene, many people shy away from all-natural products, but this brown paste is the real deal. Made with pearl powder and scented with clove and peppermint, it offers gentle whitening and keeps your breath fresh all day. Reframe Beauty Compression Complex Cream — $95 Best For: All-day hydration. The Reframe Beauty Compression Complex Face Sculpting Cream is truly one of a kind. Its lightweight formula delivers all-day moisture and pairs perfectly with the Reframe Beauty Pigment Processor for a powerful, multi-step routine. Plus, it offers the added benefit of blue light resistance to protect your skin from doom-scrolling throughout the day.
Forbes
2 days ago
- Forbes
Inside Ritual's $250M Rise And Nationwide Launch At Ulta Beauty
Nine years after launching, Ritual has hit an impressive $250 million in sales and just launched in ... More 300 Ulta stores nationwide. When Kat Schneider founded Ritual in 2016, her mission was clear: to create a transparent, science-backed supplement brand for women who care about what they're putting in their bodies—and why. Less than a decade later, the company has crossed a major threshold, surpassing $250 million in retail value and, this month, launching in 300 Ulta Beauty stores nationwide. It's a double milestone that not only underscores Ritual's explosive growth but also signals something bigger: a shifting consumer mindset around wellness, efficacy, and the relationship between supplements and beauty. 'Crossing $250 million in sales and continuing to be a profitable business is a testament to the fact that women value transparency and high-quality products when it comes to their health,' Schneider says. 'Having the #1-bestselling prenatal and the only leading prenatal backed by its own human clinical study also reinforces that women care about science and efficacy. They want to know their products are actually working.' This emphasis on proof, not just promise, has been core to Ritual's DNA from the start. But it's also what sets the brand apart in a now hyper-saturated—and often murky, sometimes intentionally so—supplement space. With more than 100,000 supplements now on the market (up from about 3,000 when Ritual launched) and little regulatory oversight, many consumers have grown increasingly skeptical about what's actually in their vitamins and capsules, even as interest in them soars. Schneider and her team have responded by doubling down on visibility, safety, and third-party validation. Some of Ritual's most defining moves include creating the industry's first visible supply chain—which openly names its ingredient suppliers and their manufacturing locations—earning the Clean Label Project's Purity Award across every product, and committing $5 million to clinical research. The goal is to ensure every product is backed by human clinical studies by 2030, setting a new bar for transparency and scientific rigor in the supplement space. It's an aggressive investment, and a rare one in the supplement industry, but Schneider sees it as essential. 'Our most recent clinical trial on our prenatal was a landmark study, not just for Ritual but for women's health,' she says. 'It helped advance research and better understand the impacts of prenatal vitamin supplementation on mother and baby.' That same rigor is now being brought to Ritual's first major retail partnership, with Ulta Beauty. While the brand has long been a darling of the DTC space, its move into brick-and-mortar reflects both growing demand and evolving consumer habits. 'I've always believed in the convergence of beauty and wellness,' Schneider says. 'Online, we've seen our consumers shopping holistically, looking for benefits both from the inside out and the outside in, but retail has been slower to adopt this trend. That's why we knew Ulta was the perfect partner—they've been ahead of the curve.' Schneider's focus on transparency has prompted Ritual to build the industry's first visible supply ... More chain, listing ingredient suppliers by name and location, and commit $5 million to clinical research. In a bold move, Ritual chose to launch at Ulta exclusively with its clinically-studied SKUs, including its bestselling prenatal and Hyacera, a supplement formulated to reduce fine lines and support skin hydration. Backed by a double-blind, placebo-controlled study, Hyacera showed a 356% reduction in crow's feet after 12 weeks—results that rival those of popular topicals, but from the inside out. 'No false promises,' Schneider says. 'Just real, science-backed results.' Early data suggests this approach is paying off. According to Schneider, in-store signage highlighting clinical backing, particularly for the prenatal, has been among the most effective tools in driving consumer trust and purchases. 'It's resonating because it reinforces that these aren't just pretty bottles with buzzwords," she explains. 'These are products that are doing the work.' Of course, scaling a values-driven company presents its own set of challenges. For Schneider, the key to maintaining Ritual's integrity has been codifying its standards early and evolving them with intention. That includes everything from launching the brand's Certificate of Traceability, which allows customers to access batch-specific test results, to improving its B Corp score to 120. 'Transparency isn't a one-time initiative,' she says. 'It's something we're always evolving.' It's also something today's wellness consumer increasingly demands. Over the past several years, Schneider has witnessed a seismic shift in what customers expect from the brands they buy. 'The wellness consumer has become significantly more informed and discerning,' she notes. 'We've stayed committed to raising the bar, pushing for stronger regulation, and leading by example.' That commitment to elevating the category was a major driver behind Ritual's recent partnership with Serena Williams, who joined the brand not just as a spokesperson but also as a Women's Health Advisor. 'She truly aligns with our values and our mission,' Schneider says. 'It's our first collaboration with A-list talent, and we were intentional in choosing someone who shares our commitment to integrity and impact.' While Ritual may now be a large presence on Ulta shelves across the country, Schneider says the brand's DTC roots remain strong and will continue to shape its future. 'Ritual will always be a digitally-native brand at its core,' she says. 'But our shift to an omni-channel approach has been happening for a few years and has proven very successful. Our goal is to make high-quality supplements accessible wherever our consumers choose to shop.' Ritual's shift to an omnichannel approach has already proven successful with consumers and advances ... More the brand's goal to make high-quality supplements accessible everywhere. Schneider is tight-lipped about what's next for Ritual but hints that the brand's expansion will continue to follow its North Star: women's health. 'Our vision is to be with [our customer] from her first period to her last hot flash,' she says. 'Having the #1 prenatal positions us well to expand into other life stages and categories.' It's a mission that feels both deeply personal and urgently needed, especially given the historical underfunding of women's health research. 'I have three daughters,' Schneider adds. 'So the advancement and investment in this space isn't just a business priority—it's my legacy.' With over $250 million in sales, a growing retail footprint, and a clinical research pipeline that rivals some pharmaceutical companies, it's safe to say that legacy is already taking shape—and reshaping the wellness industry in the process.
