Our story began 25 years ago in a basement in Amsterdam, just a group of friends united by a simple mission: to transform daily routines into meaningful moments by paying attention to the small pleasures in life. They are everywhere, every single day, waiting to be discovered. Small ones that we all tend to overlook, but that actually hold the power to breathe beauty into our day. At Rituals, we believe that being more aware of these moments is the key to a happier and more fulfilled life.

We guarantee that we will use 10% of our annual net profit to support causes that improve the wellbeing of people and planet. 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).