Katerina Schneider founded Ritual, the clean vitamin company, in 2015 after realizing her daily vitamins were full of questionable ingredients, and set out to disrupt the entire $12.8 billion industry by creating a vitamin that is 100% transparent—both in its physical form and in its communication.

The DTC subscription wellness darling just closed a $25 million Series B round of funding that brings its total raised to $40.5 million. Funding was led by Lisa Wu at Norwest Venture Partners, with participation from Kirsten Green at Forerunner Ventures and Brian Singerman at Founders Fund, all previous investors in the business.

“We were the first to market in our space to have really built a direct-to-consumer brand in the vitamin supplement industry,” founder and Chief Executive Officer Katerina Schneider told TechCrunch. “For us, that was about having direct touch points with customers online and, for instance, responding to every single question and statement on platforms like Facebook, Instagram and Twitter with depth and purpose … There’s no comparing our product to any product out there. We have reimagined the formulation.”