Discover how small acts of kindness can spark great change. Rituals’ partnership with Tiny Miracles affirms the profound impact compassion can have on communities.  

At Rituals, we believe that happiness can be found in the smallest of things: an evening bath, breakfast with a loved one, or a brief but meaningful interaction with a stranger. These small gestures can often be overlooked in the chaos of the day, but they truly have an impact, not only on us, but on the people in our orbit.  

This month, we are honouring a philosophy that we have long been guided by, that doing good things, no matter how small, can have a vast ripple-like impact. We have woven this principle into how we conduct our business, to the partners we support to the way we develop the products you have come to love. And nowhere is this principle more visible than in our long-standing partnership with Tiny Miracles, an organisation helping families in Mumbai to break free of poverty and thrive.  

Shared values  

We pay great care to choosing the organisations we partner with. Our intention with every partnership is always to have a positive impact on the world in a way that aligns with our mission of helping people find joy in everyday moments. Our partnership with Tiny Miracles is one such collaboration. It’s a relationship built over more than a decade and one that deeply resonates with us as its guiding principles mirror our own.   

Everything Tiny Miracles does rests on five pillars: Healthcare, Education, Skills, Training, Awareness, and Celebration. They work directly with underserved communities in Mumbai, helping women with the tools they need to transform their lives and their finances, and realise their ambitions.  

We feel so passionately about the good things Tiny Miracles do that we have become more than a source of financial support for the organisation, we are a true partner, helping to create employment opportunities developing meaningful products that in turn create sustainable income for women in the communities. Check this article to read about the women of Tiny Miracles. 

A bag that’s so much more than a bag 

One of our most powerful expressions of our partnership with Tiny Miracles is the Tote Bag, a beautifully designed bag co-created with and produced by women from the Tiny Miracles communities. It started with a modest idea to create a reusable alternative to disposable shopping bags and has evolved to become something that’s more meaningful, and infinitely more special.  

For the women who expertly create the bag, their work provides income, skills, confidence, and even economic independence. For their families, the impact can be even more profound, from paying tuition fees to assuring access to health care and healthy foods. It helps create opportunities and fuels ambition.  

The impact Tiny Miracles, and our partnership with them, has is evident in the communities they serve: women opening bank accounts, children heading out to school in the morning, families coming together to celebrate occasions. It’s children growing into adults with career goals and expectations for a way of life they once couldn’t have imagined for themselves. This demonstrates the far-reaching effect of kindness and the tangible, real-life benefits that come from small acts of care. Read here to learn how Tiny Miracles has changed Tisha Pardeshi’s life. 

The 10% Profit Pledge 

We began our 10% Profit Pledge in May 2024 after our founder and CEO, Raymond Cloosterman, decided that brands ought to take more responsibility for the impact they have on people and the planet they call home. The pledge commits 10% of our annual net profit to initiatives that help generate positive change. Raymond felt the world was “falling apart” and that it would take bold and genuine action to turn that prognosis around.  

It has led to structural change within the company to ensure our commitments are met and our ambitions realised:  

Authenticity: Putting action behind our words.  

A business model: Raymond has described the pledge as, “the entrepreneurship of the 21st century.”  

Lead by example: It’s not enough that we do these things, we want to inspire other brands, in our industry and beyond, to take action, too.  

Meet our customers’ expectations: It’s vital that our customers understand that our promises and assurances are followed by definite action.  

We estimate that our 10% Profit Pledge will deliver somewhere between €300 - €400 million in its first decade to organisations tackling rewilding, mental health, and poverty, including the life-changing work of Tiny Miracles.  

This work is important to us, and we know it’s important to our customers, too. In partnership with Tiny Miracles, we can help put kindness into action. This is not a marketing opportunity; it’s truly the epicentre of everything we do as a brand and as people. And we know, kindness has the power to shift the world’s trajectory and enhance lives.  

As part of our 10% Profit Pledge, Rituals has committed 10% of our net profit* to supporting causes that are making a positive impact on people and planet, just like War Child and UNICEF. Want to learn more about our 10% Profit Pledge? You can read all about our 10% Profit Pledge here.    

*From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).