Who owns Rituals cosmetics?

Rituals cosmetics is ultimately owned by Rituals Cosmetics Enterprise B.V., a privately held company headquartered in the Netherlands. Made O'Meter verified this ownership on 13 September 2026.

Are Rituals products sold in the US?

Yes. Rituals sells products to US shoppers through the US version of rituals.com and lists US locations through its store locator. Product selection, delivery and store availability can vary by location.

Is Rituals a good brand for skin?

Rituals sells skincare and body-care products, but whether a product suits someone's skin depends on the formula, ingredients and individual skin needs. Shoppers should check the current ingredient list for the specific product, especially when managing sensitive skin or allergies.

Is Rituals perfume available in the USA?

Rituals perfume is part of the brand's fragrance range and Rituals sells products through its US sales channel. The exact perfume collection and stock depend on the US website and local store availability.

Is Rituals a luxury brand?

Yes. Rituals describes itself as a luxury beauty and wellbeing brand. The company sells through boutiques, department stores and luxury perfumeries while also distributing products through online and other retail channels.

Raymond Cloosterman founded Rituals in Amsterdam in 2000 after working in the beauty industry at Unilever. He developed the brand with a creative team that included an anthropologist and perfumers from Paris.

Who owns Rituals?

Rituals

Ultimate ownerNetherlandsRituals Cosmetics Enterprise B.V.

Brand origin: Netherlands
Main production: Several countries, incl. Netherlands

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About Rituals

What is Rituals?

Rituals is a Dutch beauty and wellbeing brand that makes personal-care, fragrance, home-fragrance and lifestyle products. Rituals describes its business as combining beauty with wellbeing and building products around meaningful daily routines. Rituals sells products through boutiques, department stores, luxury perfumeries, shop-in-shops and its online store. Rituals reported net revenue of €2.43 billion in 2025, up 16% from the previous year, with EBITDA of €545 million. Rituals reported more than 1,500 boutiques and 4,176 shop-in-shops in 33 countries in 2025. Rituals also describes itself as a luxury beauty and wellbeing brand, although its products are sold across a range of retail channels rather than only through traditional luxury stores. Rituals offers more than personal care. Its product and experience categories include body care, skincare, fragrance, home products and wellbeing concepts such as Mind Oasis.

Who owns Rituals?

Rituals is ultimately owned by Rituals Cosmetics Enterprise B.V., according to Made O'Meter's ownership data verified on 13 September 2026. Rituals Cosmetics Enterprise B.V. is a privately held company headquartered in the Netherlands. The available ownership record identifies Rituals Cosmetics Enterprise B.V. as the ultimate owner and does not identify a separate public-company parent above it. Raymond Cloosterman remains associated with Rituals as its founder and chief executive officer. Founder status and executive leadership are distinct from ultimate ownership. Rituals Cosmetics Enterprise B.V. is therefore the owner identified for the Rituals brand, while Raymond Cloosterman is the founder and CEO. Rituals Cosmetics Enterprise B.V. is not a listed public company. The official Rituals website is rituals.com.

Where does Rituals come from?

Rituals comes from Amsterdam, Netherlands, where Raymond Cloosterman founded the brand in 2000. Cloosterman founded Rituals after leaving Unilever, where he had worked in the beauty industry. Rituals began with a small group of friends working from a basement in Amsterdam. Cloosterman developed the business with a creative team that included an anthropologist and perfumers from Paris. The concept drew on Asian traditions and aimed to turn ordinary routines and products into more meaningful experiences. Rituals opened its first shop on Amsterdam's Kalverstraat in 2000. The first international expansion came in 2005, when Rituals opened its first locations in Belgium. Rituals opened its first Body Spa in the Netherlands in 2009. The company opened its House of Rituals flagship store on Amsterdam's Spui in 2020. Rituals opened its first store in Japan in 2024 and expanded into Malaysia, Singapore, Thailand and mainland China during the same year.

What products does Rituals make?

Rituals makes shower gels, shaving foams, skincare products, perfumes, home fragrances and other home products. The products are organized around Asian-inspired wellness rituals and themed collections. Shower products include shower gels and foaming shower products. Body-care products include products for cleansing, moisturizing and fragrance. Rituals also sells shaving products, hand care, facial care, scented candles, reed diffusers and home fragrances. Rituals perfume products are part of its broader fragrance range and are sold alongside body and home scents. Rituals' home products include candles and diffusers designed to scent indoor spaces. Product availability varies by country and by collection. Rituals also develops refill formats for selected products. Rituals reported selling 9.9 million refills in 2025, compared with 8.1 million in 2024.

Is Rituals considered a luxury brand?

Rituals is considered a luxury beauty and wellbeing brand by Rituals and by business coverage of the company. Rituals uses luxury retail environments, flagship boutiques, department stores and luxury perfumeries as part of its distribution model. The company positions its products around fragrance, design, personal care and wellbeing rather than around basic household use alone. Rituals is sometimes described as accessible luxury because its products are available through both dedicated boutiques and broader retail channels. The luxury classification describes the brand's market positioning. It does not mean that every Rituals product has the same price, ingredients or performance characteristics as products from every other luxury beauty house.

Where is Rituals sold, and is Rituals available in the USA?

Rituals products are sold in the United States through the US version of the Rituals website and through listed US retail locations. Rituals maintains a United States store locator on rituals.com. Rituals reported operations in 33 countries in 2025, including nearly 1,500 boutiques and more than 4,500 department stores and luxury perfumeries in the wider retail network. Rituals also reported a presence in 42 countries in 2024. The 2024 expansion included Japan, Malaysia, Singapore, Thailand and mainland China. US shoppers should check the US website for current delivery coverage, inventory, prices and local store availability because these can vary by product and location. Rituals' US presence answers the common search question about whether Rituals is in the US. Rituals is available to US shoppers, but the range and delivery terms are determined by the US sales channel.

How did Rituals grow internationally?

Rituals grew internationally from its Amsterdam base through boutiques, shop-in-shops, department stores, perfumeries and online sales. Belgium became one of the first international markets when Rituals opened locations there in 2005. The company later expanded across Europe and into other regions. Rituals reported €1 billion in revenue in 2021. Rituals reached €2.1 billion in revenue in 2024, with 21% organic growth across its sales channels and countries. Rituals reported operations in 33 countries and more than 1,500 boutiques and 4,176 shop-in-shops in 2025. Online sales accounted for more than 20% of total revenue in 2025. Rituals also operated Mind Oasis locations in the Netherlands, France and the United Kingdom in 2025. Mind Oasis combines wellbeing treatments with a retail environment.

Is Rituals a clean brand, and is Rituals cruelty free?

Rituals' clean-brand status depends on the definition of clean beauty being used, so the label should not be treated as a universal regulatory category. Clean beauty can refer to different standards for ingredients, formulation, packaging or environmental practices. A product-level assessment requires checking the ingredient list and claims for the specific Rituals product. Rituals has publicly emphasized sustainability measures including refill formats and circular packaging initiatives. Rituals reported selling 9.9 million refills in 2025. Whether a particular product is suitable for a shopper's skin, allergies, fragrance sensitivities or ingredient preferences depends on that product's formula. The same applies to questions about whether Rituals is a good brand for skin. Rituals makes skincare and body-care products, but suitability cannot be determined for every person from the brand name alone. Shoppers should read the current product ingredients and usage instructions before buying.

Is Rituals real, and what does the name mean?

Rituals is a real Dutch company and consumer brand founded in Amsterdam in 2000. The name reflects the brand's focus on turning everyday routines into meaningful rituals. Rituals' concept was inspired by Asian traditions and applies that idea to activities such as showering, bathing, skincare, fragrance and home care. The name does not indicate a religious organization. It refers to repeated routines that can have personal meaning. Claims that Rituals is fictional, an artificial-intelligence brand or a made-up company are inconsistent with the company's documented retail operations, published financial results and official website. Searches linking Rituals with the video game Ruin or with AI-generated content refer to unrelated uses of similar words, not to the ownership or identity of Rituals Cosmetics.

Frequently asked questions about Rituals

Who owns Rituals cosmetics?: Rituals cosmetics is ultimately owned by Rituals Cosmetics Enterprise B.V., a privately held company headquartered in the Netherlands. Made O'Meter verified this ownership on 13 September 2026.
Are Rituals products sold in the US?: Yes. Rituals sells products to US shoppers through the US version of rituals.com and lists US locations through its store locator. Product selection, delivery and store availability can vary by location.
Is Rituals a good brand for skin?: Rituals sells skincare and body-care products, but whether a product suits someone's skin depends on the formula, ingredients and individual skin needs. Shoppers should check the current ingredient list for the specific product, especially when managing sensitive skin or allergies.
Is Rituals a clean brand?: Clean beauty has no single universal definition, so Rituals cannot be classified meaningfully without specifying the relevant ingredient or sustainability standard. Individual Rituals products should be assessed by their current ingredient lists and product claims.
Is Rituals cruelty free?: A reliable cruelty-free answer requires a current, product and market-specific policy or certification. Shoppers should check Rituals' current animal-testing policy and any applicable certification before making that determination.
Is Rituals perfume available in the USA?: Rituals perfume is part of the brand's fragrance range and Rituals sells products through its US sales channel. The exact perfume collection and stock depend on the US website and local store availability.
Is Rituals a luxury brand?: Yes. Rituals describes itself as a luxury beauty and wellbeing brand. The company sells through boutiques, department stores and luxury perfumeries while also distributing products through online and other retail channels.
Who founded Rituals?: Raymond Cloosterman founded Rituals in Amsterdam in 2000 after working in the beauty industry at Unilever. He developed the brand with a creative team that included an anthropologist and perfumers from Paris.