About Rituals

Who are we

Our story began 25 years ago in a basement in Amsterdam, just a group of friends united by a simple mission: to transform daily routines into meaningful moments by paying attention to the small pleasures in life. They are everywhere, every single day, waiting to be discovered. Small ones 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.

Raymond Cloosterman, Founder & CEO of Rituals: "We're not here to sell you beauty, we're here to make you feel good."

Our Products

Inspired by ancient wisdom and traditions, we created a luxurious yet affordable collection of home and body cosmetics.

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Our Places

Discover the magic of Rituals at every turn. With over 1,170 shops, 4,200 shop-in-shops, five Body Spas, and the...

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Wellbeing for all

Wellbeing is rooted in the heart of Rituals. Our products have always invited you to take small moments to focus on your wellbeing, to not live on autopilot. Modern wellbeing, however, has evolved. Today, wellbeing is more than body and mind, it's about aligning to your soul - your authentic self and living life to the fullest. Our philosophy, The Art of Soulful Living takes a holistic approach, a compass that will guide you on a journey of ultimate wellbeing. But how? Our online magazine is an incredible wellbeing resource with a library of 500+ articles, 120+ recipes, 100+ workouts and 60+ meditations, alongside expert-led interactive masterclasses - all for free.

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