Overview

Rituals is a Dutch lifestyle brand that sells luxury home and body products, including skincare, body care, home fragrances, and makeup inspired by ancient traditions. It uses a multi-channel model with its own stores, e-commerce, and partnerships with department stores, hotels, airlines, and spas to create a seamless shopping experience, plus an in-store ritual like tea and hand massages. The brand focuses on natural-origin ingredients and mindful routines, guided by a narrative of wellness and self-care, and is certified B Corp. It aims to have 90% natural-origin ingredients across formulas and refillable, recyclable packaging or recycled materials by 2025, while expanding globally and supporting social initiatives.