Ritual Beauty was born of a cosmetologist who noticed her skin at 28 years old beginning to show signs of aging. Her clients, usually around the same age were experiencing it as well. When she did their makeup, she had to use more products to smooth their skin. She thought that if there was a product for her and her clients to use ritually to help with fine lines and wrinkles, the makeup would lay better and less products would be needed. So, she searched far and wide to find a retinol serum that was affordable, had a limited number of ingredients and was cruelty-free. She came up short. Being in the beauty industry for a decade taught her what ingredients were the most effective to reduce the appearance of fine-lines and wrinkles. And so Ritual Beauty's debut product -New Moon Retinol Serum- was created.