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The comfort and consistency of rituals bring us back down to earth. 
They take many different forms, from putting on a favorite record to shaving. 
Online startups are adept at selling the entire experience of these beloved rituals, and at the center is a product that solves daily problems while providing a respite from the stresses of life. 
We took a look at startups you already know, like Casper, along with ones that may be unfamiliar, like Vitruvi, to illustrate how companies are using the comfort of rituals as a selling point.
Read more: These home and kitchen startups want you to stay in more — here’s how they’re capitalizing on exhaustion

Rituals are an important part of daily life. In the midst of what can often feel like a rollercoaster of work, personal obligations, and life and all its complications, they allow you to hop off for a brief moment, take a breather, and regain a sense of stability. 

Even something as innocuous as brushing your teeth or watering a house plant can improve your mental wellness. It may seem like you’re simply going through the motions, but it’s exactly those repetitive movements and consistent practices that provide the all-too-needed comforts of familiarity.

Everyone’s rituals look different (mine include writing in my journal, winding down every night with music and a book, and going to my favorite bagel shop every Sunday) and take various forms, from skincare routines to cooking certain dishes.

Online startups across a variety of categories are great at tapping into this love for consistency and comfort, selling not a product, but the entire experience of owning it, using it, and making it part of a recurring ritual.

Learn how these 11 startups are selling the experience of a daily ritual.

Sleeping: Casper
Casper

Shop mattresses and more at Casper here

Getting ready for bed is a universal ritual enjoyed by all — we’ve met few people who don’t look forward to climbing into bed each night. For the last few years, Casper has been making the process inviting with its supportive, comfortable mattresses, but a more recent product, the Glow Light ($129), is intended to get you to dreamland even faster. The adjustable light will help your body wind down at night and wake up gently in the morning, while the ambient light sensor turns it into a portable night light. 

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Learn more about Casper from Insider Reviews here: 

The best mattresses
Casper Original mattress review
Casper Wave mattress review
Casper sheets review
Casper pillow review
Casper dog bed review
Casper adjustable bed frame review

Brushing your teeth: Quip
Quip

Shop electric toothbrushes at Quip here

We hope you’re brushing your teeth twice a day. If the idea doesn’t enthuse you, Quip is a startup that might inspire you to concentrate on and enjoy your teeth-brushing habit more. Its sleek, American Dental Association-approved brushes are easy to use, can mount to your wall or mirror, and have replaceable brush heads available through a subscription. They come in a variety of colors and sets so you can get your loved ones in on two minutes of blissful respite at a time. 

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Learn more about Quip from Insider Reviews here: 

Quip toothbrush review
Best toothbrush subscription comparison: Quip, Goby, Burst, and Boka
The best electric toothbrushes you can buy

Taking your vitamins: Ritual
Ritual/Instagram

Shop multivitamins at Ritual here

This growing vitamin startup has “ritual” right in its name and makes taking your daily multivitamin the most simple it’s ever been. The Ritual vitamin contains nine essential nutrients that women most commonly lack in their diets and costs $30 for a month-long supply, encouraging you to clean out your vitamin cabinet for good. 

Product Embed: Product Name: Ritual Essential for Women Card Type: small https://produktor.businessinsider.com/productCardService?id=5dd56cdffd9db21916285066&type=small&live=true Width: 100% Height: 150%

Learn more about Ritual from Insider Reviews here: 

The best women’s multivitamins
Ritual vitamin review
Ritual Essential Prenatal vitamins review

See the rest of the story at Business Insider

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