I

Rituals Elite is a Dutch cosmetic brand that specializes in the production of high-quality products for face, body and hair care. The company’s assortment includes a wide range of products, such as hand creams, body oils, shower gels, home fragrances, each of which leaves behind an exquisite trail and aroma. All products are formulated using natural or responsibly sourced ingredients, making them ideal for bringing out your natural beauty. The company’s emphasis on using natural and sustainable ingredients ensures that the products are not only good for the skin, but also good for the environment.

Rituals is a Dutch cosmetics company with more than 900 stores spread across 33 countries. The range mainly consists of hygiene products, such as soap, body scrubs and creams, based on oriental scents. Rituals also sells tea, clothing and perfumes, among other things.

It also focuses on meditation and mindfulness. For example, the company has designed the wellness philosophy The Art of Soulful Living, to find balance between body, mind and soul.

In 2021, Rituals achieved a turnover of 1.1 billion euros.

II

The company was founded in 2000 by Raymond Cloosterman, a former Unilever employee. With a small investment circle of friends, the company started in a basement on the Herengracht in Amsterdam. The first Rituals branch opened its doors in Kalverstraat, also in the capital. Since then, the company has grown into an international retail chain.

In 2020, the company opened its flagship store in Amsterdam in the Spui, called House of Rituals. This branch has four floors including a body spa and a mind spa. Oriental restaurant Rouhi is also located there.

They are everywhere, every single day, waiting to be discovered. Small moments that we all tend to overlook, but that actually hold the power to breathe beauty into our day. At Rituals, we believe that being more aware of these moments is the key to a happier and more fulfilled life. That’s why we’ve created The Art of Soulful Living, a compass to guide you on a journey of personal wellbeing, helping you to find the ultimate balance of body, mind and soul. Through easy adaptable routines and small habits we hope to help you find a moment of positivity, peace and happiness in your everyday life.

III

Designing a new formula can be compared to creating a work of art: we carefully uncover and combine all the right natural origin ingredients in order to compose the uniquely appealing character of every single product we create. Our commitment to sustainability is reflected in our B CorpTM certification, which holds us to rigorous standards of social and environmental performance, accountability, and transparency. Additionally, we are also dedicated to achieving Net-Zero emissions in our operations by 2050, reflecting our belief in the importance of addressing climate change.

By dedicating specific scents to different parts of your home you can evoke different emotions. Follow our expert tips on how to use home scents to tap into your feelings.