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About Rituals
Who are we
Our story began 25 years ago in a basement in Amsterdam, just a group of friends united by a simple mission: to transform daily routines into meaningful moments by paying attention to the small pleasures in life. They are everywhere, every single day, waiting to be discovered. Small ones that we all tend to overlook, but that actually hold the power to breathe beauty into our day. At Rituals, we believe that being more aware of these moments is the key to a happier and more fulfilled life.
Raymond Cloosterman, Founder & CEO of Rituals: "We're not here to sell you beauty, we're here to make you feel good."
Inspired by ancient wisdom and traditions, we created a luxurious yet affordable collection of home and body cosmetics.
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Explore our available job opportunities to discover the unique experience our brand and culture have in store for you.
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Discover the magic of Rituals at every turn. With over 1,170 shops, 4,200 shop-in-shops, five Body Spas, and the...
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Wellbeing for all
Wellbeing is rooted in the heart of Rituals. Our products have always invited you to take small moments to focus on your wellbeing, to not live on autopilot. Modern wellbeing, however, has evolved. Today, wellbeing is more than body and mind, it's about aligning to your soul - your authentic self and living life to the fullest. Our philosophy, The Art of Soulful Living takes a holistic approach, a compass that will guide you on a journey of ultimate wellbeing. But how? Our online magazine is an incredible wellbeing resource with a library of 500+ articles, 120+ recipes, 100+ workouts and 60+ meditations, alongside expert-led interactive masterclasses - all for free.
Our sustainability efforts
- Proud to be B Corp™
Rituals is a Certified B Corp™ - meaning we are a company that uses business as a force for good.
Read more - Our Refills
Enjoy all the same products you know and love, just with less packaging. Discover our refill assortment.
Discover - Our Race to Net-Zero
We commit to reducing our greenhouse gas emissions by 50% in intensity by 2030, versus our 2021 figures, and achieving Net-Zero by 2050.
Read more - Sustainability Reports
Learn more about our sustainability efforts in our detailed annual reports.
Read Reports
Since 2000, Rituals has been inspiring customers to find more balance in life. Unfortunately today, the world is off balance, and it's up to us all to improve it while we can. As a company, we want to take more responsibility, and that's why we’re changing the way we do business. To put our words into real action we've introduced the Profit Pledge.
The 10% Profit Pledge
We guarantee that we will use 10% of our annual net profit to support causes that improve the wellbeing of people and planet. From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).