Overview

Rituals is a Dutch lifestyle brand that sells luxury body care, skincare, home fragrances, and related wellness products inspired by ancient traditions. Its products use natural-origin ingredients and are organized into themed collections drawn from practices like Ayurveda and Japanese Hanami. The company sells through stores, e-commerce, and partnerships with department stores, hotels, airlines, and spas, complemented by a membership program and product refills to drive repeat purchases, with in-store experiences like tea and hand massages. Its goal is to make everyday routines mindful while growing globally and pursuing social and environmental goals, including B Corp certification and a plan for 90% natural origin ingredients and refillable packaging by 2025.