Rituals

Rituals is a Dutch home and body cosmetics company founded in 2000 by Raymond Cloosterman in the Netherlands. Cloosterman, now CEO, has described the concept as turning everyday routines into moments of wellbeing by focusing more on the details of daily care. From the outset, the brand has combined body care, home fragrance, and lifestyle products in one concept, offering everything from shower foams and body creams to scented candles, home fragrance sticks, makeup, and teas.

The fragrance side of Rituals began growing visibly around 2010, when the company launched a dedicated perfume collection for its tenth anniversary. According to Fragrantica, Rituals now has dozens of fragrances, with the earliest launched in 2010 and new releases continuing through 2024. The brand often builds collections around themed lines such as Ayurveda, Sakura, Jing, and Mehr, each with its own scent profile across multiple product formats, including perfumes.

Rituals emphasises natural-origin ingredients and sustainability targets in its formulations and packaging. The company publicly states that around 70% of its products already contain over 90% natural-origin ingredients and that it aims for all personal care formulas to reach at least 90% natural origin, along with broad use of refills and recycled or recyclable materials. Fragrances typically use natural ingredients combined with organic alcohol in many of the eau de parfum and home fragrance products.

The brand’s olfactive work includes a “House of Rituals” Talisman collection that groups scents into categories like Fresh, Floral, Sensual, Wood, and Oriental, with secondary nuances such as fruity, sweet, woody, leathery, or floral overlays. Rituals works with established perfumers such as Jean-Pierre Bethouart, Fabrice Pellegrin, and Elise Benat, and its scents are positioned as luxurious yet accessible, sold through its own retail network and online store in many countries.