Rituals cosmetics and home care

Rituals is a world-renowned lifestyle brand that fuses home and body care. Founded in 2000 by Raymond Cloosterman, the company is rooted in the philosophy of transforming everyday routines into meaningful moments. The brand's signature collections are inspired by ancient traditions from Asia, such as the Ritual of Sakura or the Ritual of Ayurveda.

While the brand has a global footprint with thousands of retail locations, its operations remain centered in the Netherlands. Rituals focuses on high-quality manufacturing, primarily utilizing production facilities across Europe. The company is known for its commitment to sustainability and is recognized as a B Corp, reflecting its focus on social and environmental performance.

Ownership of Rituals remains largely private, with the founder still playing a central role in the company's direction. It is not currently owned by a massive multi-brand conglomerate like L'Oréal or Estée Lauder, allowing it to maintain an independent brand identity focused on affordable luxury.