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.

Who are we

Raymond Cloosterman, Founder & CEO of Rituals: "We're not here to sell you beauty, we're here to make you feel good."

Our Products
Our Products

Inspired by ancient wisdom and traditions, we created a luxurious yet affordable collection of home and body cosmetics.

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Our Products
Our Places

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.

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Our sustainability efforts

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Our Refills

Enjoy all the same products you know and love, just with less packaging. Discover our refill assortment.

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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.

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ABOUT RITUALS Who We Are

Happiness can be found in the smallest of things. It is our passion to turn everyday routines into more meaningful moments.

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TINY MIRACLES Small Acts, for Big Change

Rituals proudly supports Tiny Miracles, a foundation providing life-changing income for communities in Mumbai, India.

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ART OF SOULFUL LIVING
THE ART OF SOULFUL LIVING Discover your compass for personal wellbeing

At Rituals, we believe the ultimate form of personal wellbeing will be achieved by unifying body, mind and soul.

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