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Rituals is a luxury beauty and home brand that often provides branded lifestyle accessories such as tote bags as part of their marketing campaigns or gift-with-purchase sets. The brand focuses on the philosophy of mindfulness and 'slow living', which is reflected in the motivational quote 'Balance is not something you find, it is something you create' seen on the product labeling.
Founded in the Netherlands, the company has grown into an international powerhouse. While the brand is Dutch of origin, their physical goods, particularly textiles and packaging accessories, are typically manufactured in various locations across Asia and Europe depending on specific production contracts. Rituals Cosmetics remains a privately held company overseen by its original founder, maintaining its headquarters in Amsterdam.
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