The secrets of Rituals, the cosmetics brand that has conquered the world
Rituals is an exclusive Dutch cosmetics brand that has made its mark all over the world, and it’s easy to see why. The secret to its success lies in the exclusive fragrances and high quality ingredients used in Rituals products, combining to create something very special.
Raymond Cloosterman, a Dutch businessman, dreamed of combining lifestyle and beauty.“Happiness is nothing to do with money, but with having good times and being surrounded by beautiful people,” He confided, during an interview.
In 1999, when his company sent him to explore the world in search of inspiration, he noticed,
“This need for simple pleasures,” in the people around him. He said, “Women have to work 24 hours a day, 7 days a week as a manager, wife and mother. It’s tiring and you only want to build a wall around yourself and another around your house.”
So in 2000, he founded Rituals. The first five years were a challenge and then, very quickly, the brand established itself beyond borders, with boutiques springing up in Amsterdam and then in Paris, London, Madrid, Lisbon, New York, Berlin and more.
A foaming shower gel sells every 3 seconds
If we had to pick just one standout product to buy from Rituals immediately, we’d opt for the Foaming Shower Gel. The brand’s flagship product is purchased every 3 seconds worldwide. Why do we love it? For its rich and silky foam, which encourages total relaxation, and the luxurious formulation, which includes 91% ingredients of natural origin.
Nearly 1000 stores in 33 countries and more than 2500 points of sale
Rituals has established itself throughout the world. Today, there are nearly 1000 stores in 33 countries, as well as 2,500 points of sale and 4 Urban Spas. The brand sees great success in Germany, and has more than 80 stores in France.
One billion euros in turnover in 2021
In 2021, despite the Covid-19 pandemic, Rituals saw its turnover increase by 24% compared to the previous year, crossing the billion euro mark. Faced with this incredible success, Raymond Cloosterman believes that his brand will now need to focus on Asia to continue its growth. His dream? To double or even triple sales over the next five to ten years.
Rituals is committed to the planet
“Rituals is, above all, concerned with wellbeing, We attach as much importance to your personal wellbeing as to environmental wellbeing,” Raymond Cloosterman explained during an interview.
Rituals is a Certified B Corp, recognised for its commitment to make positive sustainable changes. For several years, the brand has been committed to using natural ingredients wherever possible and the packaging of its products is designed using recyclable and/or recycled materials. The brand is also aiming for zero waste by 2025, including eco-refills in each of the Rituals stores where customers can reuse their bottles to help Rituals to achieve this goal.
The founder’s favourite Rituals product is…
Raymond Cloosterman’s favourite Rituals product is the Fragrance Sticks with notes of orange and cedar wood. And, he admits, his second love is the home fragrance, from the home collection.
“After a long cooking session and cleaning the kitchen, I spray 4/5 times and everything is perfect again. My favourite scent varies depending on the season,” he confides.
