Comments: The company posted record results last year. Rituals was founded 25 years ago by Raymond Cloossterman. Today, it has more than 10,000 employees in 33 countries, over 1,100 shops, 3.300 shop-in-shops and five spas. In 2023, Rituals opened 200 stores and added 630 points of sale in luxury department stores and opened its first store in Thailand.

The company’s Mind Oasis concept was introduced in 2021, which focuses on mental relaxation, and has expanded to Paris, Frankfurt, Barcelona and Antwerp. The proud B Corp certified company aims to reduce carbon emissions by 50% by 2030 and with a target to reach Net Zero by 2050. Earlier this year, the company launched its 10% Profit Pledge. The initiative commits 10% of net profit of the previous year to support the well-being of people and the planet.

• As part of its mission to create a positive impact, Rituals added three charitable partners:
• War Child improves the well-being of children affected by conflict and war
• Blue Marine Foundation combats overfishing and protects marine ecosystems
• National Geographic Pristine Seas helps to create marine protected areas that restore ocean health

These charities join existing partners Sacred Forests, Super Chill and Tiny Miracles.

Comments: Fast-growing Rituals Cosmetics said sales soared 22% last year. The company said online sales rose nearly 20% as well.

The company, which was founded in 2000 by 36-year-old Raymond Cloosterman, today has more 10,000 employees in 33 countries, more than 1,100 shops, 3,300 shop-in-shops and five spas.  Last year, Rituals opened 200 stores and added 630 points of sale in luxury department stores. It also opened its first store in Thailand.

“I am so proud that we are becoming a truly international concept where the Netherlands (home market) accounted for 15% of the business,” said Cloosterman. “Despite the challenges of 2023, we were still able to grow with innovative product developments, momentum in refill movement and expanding our footprint within and beyond Europe.”

According to Cloosterman, Rituals isn’t about selling beauty products, “…we are here to make you feel good.”

One way Rituals makes consumers feel good is via its Mind Oasis concept, which focuses on mental relaxation to reduce stress. After debuting in Amsterdam in 2021, Mind Oasis has expanded to Paris, Frankfurt, Barcelona and Antwerp.

Rituals’ feel good attitude also extends to ESG. The company, which became a B Corp at the end of 2021, is determined to reduce emissions by 50% by 2030 and reach Net Zero by 2050. Rituals supports organizations such as Tiny Miracles Foundation, War Child and Super Chill Foundation. On Karma Days, employees at the corporate office volunteer for charitable causes.

As a company founded on the idea of elevating everyday moments, its recent collaboration with Hala—Dubai’s e-hailing ride service—is apropos. Hala taxis feature Rituals’ signature Amsterdam Collection fragrance inside, offering passengers an olfactory experience during their journey.

In 2024, Cloosterman expects to open 250 stores in an effort to reach the €2 billion mark by year-end.