Rituals Cosmetics celebrates 25 years with sales of over €2.4 billion, reflecting the brand’s growing global presence

The Rituals brand was founded just 25 years ago by a team of three in a canal-side cellar in Amsterdam. Today, the brand has nearly 1,500 own stores and more than 4,500 department stores and luxury perfumeries in 33 countries. Last year, it achieved record growth in France, Italy and the United Kingdom.

More than 200 new stores in 2025

Relying on the prominent role of physical stores and building on unique customer experiences, Rituals has opened more than 200 new stores worldwide in 2025, including flagship stores on Oxford Street in London, Bahnhofstrasse in Zurich and Gràcia Street in Barcelona.

The company innovatively combines a physical store network with a strong digital presence. Its online sales have continued to strengthen and now account for more than 20% of total sales. In addition to its European and UK expansion, the brand has also achieved further growth in China and the Middle East.

Growth through innovative solutions

Innovation and an experiential approach continue to drive double-digit growth: the brand has introduced 200 new products, expanding its core wellbeing and lifestyle categories.

As one of the first B Corporation™ certified brands in the beauty industry, Rituals continues to drive the use of refills: it will sell nearly 10 million refills in 2025, a 22% increase over the previous year. compared to 2018. In parallel, the brand aims to gradually switch to circular glass packaging, which also encourages the choice of refilling. This approach plays a decisive role in significantly reducing packaging waste and directly supports the brand’s sustainability efforts.

With the Mind Oasis concept, Rituals further strengthens its leading wellbeing ambition and enters the beauty technology space.

This immersive wellbeing experience brings the brand’s philosophy to life. There are currently 11 Mind Oasis locations in the Netherlands, France and the UK, with further international openings planned for 2026, including in the travel retail segment. Each Mind Oasis features carefully designed retail spaces that reflect the company’s well-being-focused aspirations, offering guests hydromassage and deep relaxation treatments to support mental and physical regeneration.

Raymond Cloosterman, Founder and CEO of Rituals:

The 25th anniversary is a milestone for all those who have been part of the journey that has made Rituals the special brand it is today. I feel a deep sense of gratitude and pride. From the beginning, my dream was to create a global feel-good luxury brand, creating a truly unique place within the industry.

Redefining luxury by combining premium quality luxury products, accessible pricing and positive social impact.

Looking ahead, 2026 will be a year of further investment to maintain our momentum. We will renovate 1,500 stores, further expand in Asia, accelerate new product innovations and continue the global rollout of the Mind Oasis concept. Our goal is clear: to grow our business while having a positive impact on people and the planet.”

Tangible success in one year

In 2025, the brand completed the first year of its Profit Pledge initiative, in which it donates 10% of its net profit to programs that support the mental well-being of young people and the protection of nature. This amounts to 26 million euros in 2025, and a total of more than 30 million euros by 2026.