Rituals cosmetics and home fragrances

Rituals is a global lifestyle brand founded in 2000 in Amsterdam by Raymond Cloosterman. The brand was built on the philosophy of transforming daily routines into meaningful rituals, blending the legacy of Eastern traditions with modern personal care and home items. Since its inception, Rituals has become one of the fastest-growing companies in the beauty and wellness sector, maintaining its unique identity through its signature scents and elegant packaging.

Manufacturing of Rituals products is primarily concentrated in Europe to ensure high standards of quality and sustainability. While the brand develops its products in Amsterdam, it partners with various European manufacturers, particularly in the Netherlands and Germany, to produce its range of body creams, shower foams, and candles. The brand emphasizes B Corp certification and maintains strict ethical standards throughout its supply chain.

Ownership of Rituals remains largely private. The brand is owned by its founder, Raymond Cloosterman, through Rituals Cosmetics Enterprise B.V. The company operates as an independent entity with headquarters in Amsterdam, Netherlands. It has expanded globally with thousands of retail locations and points of sale, yet it has not been acquired by larger conglomerates like L'Oreal or Estée Lauder, allowing it to maintain creative and operational independence.