Rituals

Rituals was founded in Amsterdam in 2000 by Raymond Cloosterman, a former Unilever executive who had observed that consumers were willing to pay more for everyday products when those products were framed as ceremony rather than utility. The house's founding proposition — that bathing and personal care could become small rituals worth anticipating — shaped every subsequent product launch, from Eastern-inspired bath salts that anchored the first collection to the fragrance line that followed. The fragrance range leans heavily on the house's thematic organizing principle: ingredient stories sourced from Asian wellness traditions — Japanese cherry blossom, sakura, yuzu, alongside warmer incense-adjacent interpretations. Prices sit at the accessible-premium level. The brand operates a global retail network of company-owned boutiques, primarily across Europe and Asia, and a substantial e-commerce business. Cloosterman remains substantially owner-led; L Catterton acquired a minority stake in 2023.