Rituals was founded in Amsterdam in 2000 and has expanded to operate across 36 countries, with a footprint of over 1,170 standalone shops and 4,200 shop-in-shops globally. The company produces home and body cosmetics inspired by ancient traditions and wellness practices, positioning its products as both luxurious and affordable. A network of five Body Spas complements its retail operations, offering branded wellness experiences.
The company frames its purpose around intentional wellbeing, converting everyday routines into meaningful rituals. Its product range includes refillable packaging options designed to reduce environmental impact. Rituals holds B Corporation certification and has committed 10% of annual net profit to causes supporting wellbeing and planetary health, alongside a target to reach net-zero emissions by 2050.