Rituals

What Rituals does

Rituals is a Dutch cosmetics and wellbeing company founded in 2000 in Amsterdam by Raymond Cloosterman, and was the first brand globally to combine home and body cosmetics under one label. The portfolio spans bath and shower, body care, facial skincare, haircare, perfumes, make-up, suncare, home fragrances (reed diffusers, candles, room sprays, aromatherapy diffusers), home accessories, and gift sets, organized into themed collections such as The Ritual of Karma, Ayurveda, Hammam, Jing, Mehr, Sakura, Yozakura, and the limited edition Seshen. Dedicated lines serve men's grooming (Homme), sport, baby care (Tiny Rituals), and skin-concern routines (Namaste). Sustainability is operationalized through a refill packaging system across body care, skincare, and home fragrances, and through the 10% Profit Pledge committing €300-400 million over a decade to reforestation, mental health, and poverty alleviation via partners including War Child, Blue Marine Foundation, and National Geographic Pristine Seas; the company is also B Corp certified.

Rituals' technology stack centers on a multi-regional e-commerce platform (rituals.com) with country-specific storefronts across 42+ markets, mobile applications on iOS and Android, and a 41+ million member "My Rituals" loyalty database that drives direct-to-consumer marketing, seasonal campaigns, and member-only offers. In November 2025 the company launched the Mind Oasis wellness spa concept at its London Oxford Street flagship, introducing high-tech treatments (brain massages, hydro massages, light therapy, and guided audio) priced £29-49, with stated plans to scale as a plug-and-play format for businesses; this represents a move from product retail into experiential wellness services.

The business model is direct-to-consumer at its core: revenue is generated through 1,200+ owned retail stores, e-commerce, mobile, B2B corporate gifting and hospitality via business.rituals.com, and airport/hotel distribution channels, supplemented by a franchise program. Reported revenue was €2.1 billion (£1.78 billion) in 2024, representing 21% year-over-year growth, with €2.4 billion cited for 2025. The company opened 241 new stores in 2024 and plans another 243 in 2025, while expanding its presence across Western, Southern, and Eastern Europe, the Middle East, Asia Pacific (Japan, Hong Kong, Singapore, Malaysia, Thailand), and the United States, where shipments were temporarily paused in early 2026 due to changes in US import exemptions.

Name

Rituals

Legal name

Rituals Cosmetics Enterprise B.V.

Website

https://rituals.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Rituals is a Dutch cosmetics and home fragrance company founded in 2000, operating 1,200+ stores across 42 countries. It serves 41+ million loyalty members with body care, skincare, beauty, home fragrance products, and the newly launched Mind Oasis wellness spa concept.

Ownership category

akta.pro rank

Product category

Premium Body Care & Home Fragrance

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Spa Packages & Ritual Experiences (HSALAFAN)

akta.pro secondary industries

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Home body cosmetics
• Home fragrance products
• Natural skincare lines
• Body care collections
• Spa wellness services

Headquarters

HQ city

Nieuw-amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Retail Product Sales: Rituals generates revenue primarily through direct retail sales of body, home, beauty, and gift products across its owned stores and e-commerce platforms. The company operates across 42 countries with 241 new stores opened in 2024, demonstrating aggressive retail expansion. Revenue reached £1.78 billion (€2.1 billion) in 2024, representing 21% sales growth.
2. E-commerce Sales: Online sales through official Rituals website (rituals.com) available in multiple country and language variants. The platform offers the full product range including exclusive online-only items, with delivery services and Click & Collect options.
3. Corporate Gifting & Hospitality: B2B revenue stream through corporate gifting programs and hospitality partnerships. The business.rituals.com platform serves corporate customers seeking bulk gift solutions for employees and clients.
4. Wellness Spa Services: Mind Oasis wellness spa concept offering treatments priced between £29-49, including brain massages, hydro massages, light therapy, and guided audio experiences. Positioned as part of the company's future growth in well-being and retail.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Rituals is a Dutch-founded wellness and cosmetics company that develops, manufactures, and sells premium body care, skincare, perfumes, and home fragrance products organized into themed ritual collections such as Karma, Ayurveda, Hammam, Jing, Sakura, and The Iconic Collection. The company distributes these branded products through more than 1,200 owned retail stores in 42 countries, the rituals.com e-commerce platform, mobile apps, and dedicated corporate gifting via business.rituals.com. It also operates Mind Oasis wellness spa locations offering services such as brain massage, light therapy, and body treatments alongside its retail offering.

Product overview

Rituals is a Dutch cosmetics and home fragrance company offering a unified portfolio of body care, beauty, and home fragrance products organized into signature, seasonal, and limited edition collections. The core offering spans bath and shower products (shower gels, oils, body scrubs), body care (creams, oils, mists, massage products), skincare (cleansers, serums, moisturisers), haircare, perfumes, and home fragrances (reed diffusers, candles, room sprays, car fragrances). Collections are themed around wellness traditions (Ayurveda, Hammam, Jing) and cultural inspirations (Sakura, Karma, Mehr, Yozakura, Seshen), with specialized lines for men (Homme), sports, and baby care. The company also operates experiential retail with Mind Oasis wellness spas and emphasizes sustainability through refillable product programs. Gift offerings include curated sets across price points and corporate gifting services.

Differentiator

Problem solved

Functional benefit

Brands

• The Ritual of Seshen: Limited edition spring/summer collection inspired by ancient Egyptian lotus flower, featuring 12 products with minimum 90% natural origin ingredients.
• The Ritual of Ayurveda
• The Ritual of Karma
• The Ritual of Sakura
• The Ritual of Jing
• The Ritual of Mehr
• The Ritual of Hammam
• The Ritual of Yozakura
• Amsterdam Collection
• Homme
• Private Collection
• Hair Care Collection
• Skincare Collection
• Tiny Rituals
• Sport Collection
• Soulful Collection
• Iconic Collection
• House of Rituals
• Mind Oasis

Products and services

• The Ritual of Karma Collection Body care, shower gel, body cream, foam, and fragrance products sold under the Karma ritual theme for individual consumers seeking uplifting, citrus-floral body care and home fragrance.
• The Ritual of Ayurveda Collection Rose and almond oil-based body care, body wash, body cream, and home fragrance products sold under the Ayurveda ritual theme for consumers seeking warming, traditional body care rituals.
• The Ritual of Hammam Collection Body scrub, body wash, body cream, and home fragrance products sold under the Hammam ritual theme, positioned around purifying and exfoliating body care.
• The Ritual of Jing Collection Calming body and home care products including sleep-oriented body creams, pillow sprays, and fragrances designed to support rest and relaxation rituals.
• The Ritual of Mehr Collection Body care, body spray, and home fragrance products sold under the Mehr ritual theme, marketed around celebration and warmth.
• The Ritual of Sakura Collection Cherry blossom-based body care, body cream, body wash, and home fragrance products sold under the Sakura theme for consumers seeking floral, spring-inspired personal care.
• The Ritual of Yozakura Collection Seasonal, cherry-blossom night-themed body care and fragrance products sold as a limited-edition extension of the Sakura range.
• Rituals Homme Men's Collection Men's body care, shower gel, deodorant, shaving, and fragrance products formulated and marketed specifically for male consumers.
• Rituals Sport Collection Body wash, shower gel, and after-sport body care products targeted at consumers with active lifestyles.
• Amsterdam Collection Body care, fragrance, and home fragrance products positioned around the brand's Amsterdam heritage and tulip-inspired scent signatures.
• Private Collection Premium-positioned body and home fragrance products packaged as a higher-end, more luxurious extension of the Rituals portfolio.
• Namaste Skincare Facial skincare products including cleansers, serums, moisturisers, and face masks sold under the Namaste sub-brand for consumers seeking a dedicated Rituals skincare routine.
• Rituals Hair Care Collection Shampoo, conditioner, and hair treatments branded under the Rituals hair care range, layered with the same ritual collections.
• The Iconic Collection Curated collection of signature body care and home fragrance products positioned as Rituals' flagship, giftable assortment.
• The Soulful Collection Home fragrance, candle, and ambience products positioned around creating mindful in-home rituals and atmosphere.
• Rituals Fragrance Sticks Reed diffuser sticks in multiple scent signatures used as a continuous home fragrance format sold across Rituals' retail and e-commerce channels.
• Rituals Scented Candles Scented candles in ritual-themed fragrances sold as a core Rituals home fragrance format and gift item.
• Rituals Room Sprays On-demand home fragrance sprays used for instantly freshening interior spaces, sold alongside other home fragrance formats.
• The Perfume Genie Electric home fragrance diffuser device compatible with Rituals fragrance cartridges, providing automated, scheduled home scenting.
• Rituals Car Fragrances Car-specific fragrance products (diffusers and vent clips) sold under the Rituals brand in ritual-themed scent signatures.
• Rituals Perfumes Fine fragrance perfumes (eau de parfum and eau de toilette) for men and women sold under the Rituals brand across retail and e-commerce.
• Rituals Make-up Colour cosmetics products sold under the Rituals brand as an extension of its body care portfolio.
• Rituals Suncare Sun protection and after-sun products sold under the Rituals brand as part of its broader body care portfolio.
• Rituals Hands & Feet Care Hand creams, hand washes, foot creams, and foot care products sold under the Rituals brand.
• Rituals Gift Sets Pre-curated multi-product gift sets combining body care, home fragrance, and perfume products for personal and corporate gifting.
• Rituals Value Packs Multi-unit price-pack formats bundling selected Rituals body and home fragrance products for higher-volume personal use.
• Rituals Refills Refill pouches and bottles allowing consumers to reuse original packaging for body wash, body cream, fragrance sticks, and other formats, supporting the brand's sustainability and circular packaging programme.
• Rituals Gift Cards Gift cards redeemable at Rituals retail stores and on rituals.com for body care, home fragrance, and gift purchases.
• Tiny Rituals Smaller-format, more accessible body care and home fragrance products positioned for trial, travel, and gift purchases at a lower entry price.
• The House of Rituals (Mind Oasis) Flagship retail-wellness destination combining Rituals store, the Mind Oasis spa, and wellness services such as brain massage and light therapy alongside the core retail offer.
• Rituals Corporate Gifting (business.rituals.com) B2B corporate gifting programme operated via business.rituals.com, offering bulk branded gifts, employee recognition, and client appreciation packs built from Rituals body care and home fragrance products.

Quantifiable outcome

• 21% revenue growth in 2024
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• War ChildcoreOthersCharitable partner in Rituals' 10% Profit Pledge initiative, which commits 10% of net profits to support causes improving wellbeing of people and planet. The partnership supports children affected by conflict.
• Blue Marine FoundationcoreOthersCharitable partner in Rituals' 10% Profit Pledge initiative focused on ocean conservation and marine ecosystem protection.
• National Geographic Pristine SeascoreOthersCharitable partner in Rituals' 10% Profit Pledge initiative supporting marine conservation efforts led by National Geographic explorers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• L'Oréal (Luxury & Beauty): World's largest beauty conglomerate with a portfolio covering body care, skincare, fragrance and home. Broad incumbent whose brands (Lancôme, YSL, Aesop, Kiehl's) compete with Rituals across multiple categories and price points.
• Jo Malone London: Premium British fragrance and body care brand owned by Estée Lauder, sold globally through own stores and department stores. Comparable to Rituals in premium fragrance and body positioning and gifting-led assortment, though backed by a much larger parent.
• Estée Lauder Companies: Global beauty conglomerate with prestige fragrance, skincare and body care brands (including Jo Malone, Tom Ford, Le Labo). Sets competitive context for Rituals in premium fragrance, gifting and experiential retail.

Emerging players

• Diptyque: Premium home fragrance and body care brand with boutique retail and gifting focus. Overlaps with Rituals' Private Collection and home fragrance pillar, particularly around scented candles, reed diffusers and gift-led merchandising.
• Elemis: British premium skincare and body care brand with strong spa channel heritage and DTC growth. Comparable to Rituals in wellness positioning, body care focus, and spa-inspired brand narrative, though more skincare-led.
• Aesop: Premium skincare, body and fragrance brand owned by L'Oréal with experiential retail stores and a strong values narrative. Comparable to Rituals in premium positioning, ritualised brand storytelling and selective own-store retail, though more skewed to skincare.

Direct peers

• Molton Brown: British premium body care, bath and home fragrance brand sold through own stores, department stores and hotels. Comparable to Rituals in premium positioning, British/European heritage and body+home fragrance product mix.
• Bath & Body Works: US-listed specialty retailer of body care, home fragrance and gift sets through a large store fleet and e-commerce. Closest large-scale direct competitor to Rituals in store-based body care and home fragrance gifting.
• L'Occitane Group: French premium beauty group selling body care, skincare, fragrances and home fragrances through global owned retail and e-commerce. Closest direct competitor to Rituals in positioning, store-led model and product mix across body and home.
• The Body Shop: Global retailer of ethically positioned body care, skincare and home fragrances with a strong store footprint. Competes directly with Rituals in the values-led, body-and-home product segment across European and Asian markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ritualscosmetics
• Facebookfacebook.com/RitualsCosmetics
• Instagraminstagram.com/ritualscosmetics
• TikToktiktok.com/@ritualscosmetics?lang=en
• Pinterestpinterest.com/ritualsofficial
• LinkedInlinkedin.com/company/65420

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rituals