Latest News
about rituals
About Rituals
Philosophy and people behind the brand

Rituals: The first brand in the world to combine Home & Body cosmetics. Inspiring products for the care of your body and home. Rituals turns everyday events into something special.

Happiness can be found in the smallest of things: it begins with feeling good about yourself, savouring the intensity of ordinary things. It is our passion to transform everyday routines into more meaningful rituals.
Just by taking the time to enjoy a warm bath, a cup of tea or relaxing massage: special becomes truly special again. 

Rituals is designed for discerning customers who have high standards when it comes to personal care, as well as caring for others and the environment. Not surprisingly, these are exactly the same standards we insist on for our products and service. Rituals is meant for everyone who wishes to enjoy the small pleasures of life.

The international Rituals team

In 1998, the Rituals Team embarked on the Rituals adventure in Brussels and Paris. Raymond Cloosterman , CEO, initiator and founder, was captured by the idea of approaching the products he had worked with during his 12 years at Unilever in a completely different way. Together with the leading developers in the perfume and design industries, he has developed a special collection: Rituals Home & Body Cosmetics. Nowadays, the Rituals Team is based in the head office in Amsterdam, where products and service are continuously being improved.

From the very beginning we have worked with very special people to develop Rituals. All of them are extremely talented, experienced and passionate, and determined to make something special. We would like to introduce a few of them:

Eva Elias is the Innovation Manager at Rituals.
Together, she and her team are responsible for creating and developing all of the products in our stores. Her personal favourite is the hammam line. She can spot product trends from miles away, has a passion for yoga and enjoys travelling to beautiful places where she gathers inspiration for exciting new ideas. So there will be no shortage of ideas for the years to come!

Mieke Roovers is a well-known international cosmetics designer and author of books on precious stones. She develops exclusive, custom-made cosmetics based on the principles of Chinese medicine, for which she was discovered by various Hollywood stars and top make-up artists. Together with Rituals, Mieke is responsible for creating the exclusive Pure Beauty cosmetics line, with products which combine precious stones such as sapphire and ruby, with pure silk. The result is a wonderful sensation on the skin and beautiful, intense colours. The line has been discovered by many famous personalities, such as Joss Stone.
Yolanta Bak,
Paris, France. Yolanta is a remarkable individual. Born in Poland, as a young student she had to flee to the United States, where she rose to the rank of professor at the famous Harvard University. For many years she has called Paris home, where she runs her own company "Intuition". She joined us back in 1998, when we were busy developing Rituals in a Japanese pagoda in the centre of Paris. Yolanta helped us realise that people are increasingly viewing their homes and selves as two interrelated entities. All across Europe care for one’s self and one’s home is becoming more and more aligned. The rapidly increasing popularity of scented candles and investments in cosmetics, interiors, kitchens and bathrooms says it all. Rituals is responding by introducing special products.
Laurence Regnier,
Geneva, Switzerland. Our French perfume expert. Together with a team of the best perfumers in the world Laurence is responsible for our special Rituals fragrances. Frequent travel and studying countless books on ancient Eastern rituals led her to compile a list of surprising ingredients, which serve as the foundation on which the exclusive fragrances found in our products are based.
A unique concept

Our products feature three aspects that set Rituals apart as a unique concept: second-to-none quality, special and functional packaging, and surprising fragrances.

The world's best laboratories and specialists guarantee optimum quality of all our products: from shampoo and facial creams to scented candles and fabric softener. The latest technology is applied in the ongoing development and improvement of Rituals.

We firmly believe in lifestyle and design. More and more attention is paid to how your home is furnished: the kitchen, the bathroom, and the interior decoration. Each Rituals product is a testimony to beautiful design, and as such enriches your surroundings. Given the visual appeal of the products, you will no longer want to hide them under the kitchen sink or in cupboards.

At Rituals we have a passion for perfumes. World famous perfumers shared their visions on perfumes with Rituals and developed exclusive fragrances for everyday products. Use Rituals to experience the effect that fragrances can have on your mood, energy and relaxation!

The rituals

Each product is based on a ritual. For detailed information on the various rituals, visit the “discover our rituals” section of our website. You will find out more about the perfumes, special ingredients and age-old traditions behind each of our products.