About RITUALS...
a story of passion to create
pure simple happiness

The beginning...

In the year 2000 founder Raymond Cloosterman started his adventure from a deeply rooted passion: “I passionately believe that we can transform our daily routines into more meaningful moments if we pay just a little bit more attention to the details. This philosophy led to a unique concept of combining home and body cosmetics, and this is how Rituals was born. With a luxurious collection of high quality products to enrich body and soul we offer anything from body and facial care to scented candles, clothing, perfumes, gemstone make-up, and tea."

Raymond Cloosterman founder of Rituals Cosmetics

The idea

The idea is simple: happiness can be found in the smallest of things. We transform your everyday routines into moments of indulgence by means of beautiful and luxurious products. Enjoy a warm fragrant bath, a cup of speciality tea or do the dishes with a little more pleasure. For example, our washing liquids are not only very effective, they smell sensational and look more than just pretty in any kitchen. That is what we are all about: enriching the little things in life with a hint of luxury. This true passion can be found in all our products.

Authentic & Eastern

The collections are based on Eastern traditions. Each ancient wisdom has its own specifically selected ingredients and distinctive benefits. We combine these with innovative technologies to create a unique way of experiencing these ancient Eastern traditions, such as your own private Hammam, balancing your Yin and Yang energies with Dao or immersing in the Ayurvedic philosophy with your tea, body scrub or aromatic oils.


The secret of our success can be attributed to our distinctive and exclusive perfumes for which we only use the very best ingredients and the finest perfumers in the world. You will be able to distinguish this unique signature in each and every product.


We maintain the high standards when it comes to our products. As nature is the source of our inspiration we wish to make sure that she is treated with the respect she deserves. This is why we use natural, renewable and organic ingredients for our products and safe alternatives for anything nature cannot provide.


  • • It goes without saying that our products are never tested on animals but instead are tested by enthusiastic human volunteers. We believe that sufficient high-performing, quality and safe ingredients are available without the need of testing on animals.
  • • We support ‘Proefdiervrij’, the Dutch Society for Replacement of Animal Testing.
  • • All our products are tested with good results by prominent dermatologists.
  • • All products comply with the world’s highest quality standards and strictest regulations. Rituals continuingly strives to optimize the use of materials that are natural, renewable and not harmful to the environment.
  • • We even decided to remove harmful substances pro-actively, for example; parabens, phthalates and MIT.
  • • All our products are 100% free of microbeads.
  • • We use packaging that is recyclable and where possible biodegradable. All paper used in our shopping bags, design cartons and giftsets is PEFC certified, and the wood used for our caps and holders is from sustainably managed forests (FSC certified). Our hotel line packaging is made of biodegradable plastic and we introduce more and more refill versions of our products to reduce waste. Furthermore, the company does not use PVC in any packaging materials.
  • • To keep our carbon footprint on the environment as small as possible we manufacture the majority of our products in Europe.
  • • We have agreed to abide by moral and ethical values. We expect our third party suppliers to respect and adhere to the same philosophy in their own companies. We require strict compliance with these standards on the part of all our suppliers, their factories, subcontractors, as well as their own suppliers. Part of these standards is that we do not allow any forced labor or child labor. We expect our suppliers to treat their employees with respect and dignity.

Corporate Social Responsibility

What is also very important to us is that we contribute to positive changes in society by means of social engagement. As a healthy company we feel the need to pay our debt to society by helping people who are less fortunate. This is why we have been looking for an outreach program that fits our philosophy best. We have found this in the Tiny Miracles Foundation. It is with pride that we made the commitment to support the Tiny Miracles Foundation.

Part of this commitment is our new Tiny Rituals collection; made to honor the small everyday rituals of your babies and transform them into moments of meaning. Ten percent of the proceeds of sales from the Tiny Rituals collection goes to the foundation, to give less privileged children in India a better start in life. Because small acts of love create tiny miracles, and we passionately support that mission.

Watch the movie

If you would like to see the Tiny Miracles Foundation in action please watch this short video.

RITUALS... feeling at home in the world

We have now over 500 stores located worldwide. So it is safe to say that we feel at home almost anywhere in the world. You can also find our products through our web shop, at almost 1500 concessions within leading department stores worldwide, onboard airlines and in 25.000 hotel rooms. We have five Urban Spas and we intend to keep expanding - spreading life’s simple pleasures as we grow.