The 10% Profit Pledge

Better the Balance

The 10% Profit Pledge

Better the Balance

For the past 25 years Rituals has been inspiring customers to find a balance in life by turning everyday routines into more meaningful moments. Unfortunately, the world today is off-balance, and it's up to us all to improve this while we can. We want to take more responsibility and that's why we’re rethinking the way we do business. Therefore, we've introduced the profit pledge.

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).

Sacred Forests

The Indigenous Arhuaco community have been protecting their land in Colombia for as long as anyone can remember. This area contains some of the world's most bio-diverse rainforests, which are hugely important in the fight against climate change. Sadly over time, a lot of this land has been taken from them due to activities like logging and mining. We are sponsoring the Arhuaco to help them reclaim, reforest and protect their land for generations to come. In collaboration with the conservation enterprise Sacred Forests, our goal is to protect 200,000 hectares of land.

Super Chill

50% of young adults suffer from stress, anxiety, or depression. It's a scary figure - but what if we started to teach kids how to build their mental resilience from a young age? That's exactly what the Super Chill foundation is trying to do. Super Chill is a free, easy-to-use app for kids aged 6+. Using fun, accessible games and exercises like yoga, meditation, mindfulness and breathwork, the app teaches children to identify and express emotions and build mental resilience. They want to encourage kids to see their mind as their superpower – something they can use to transform moments of discomfort into moments of chill. With their mission to reach 10 million children, they hope to build a future generation of kids with a healthy and positive mindset.

Tiny Miracles

Rituals is the founding partner and proud supporter of Tiny Miracles since 2011. This foundation and social enterprise has an important mission: to help find a scalable solution to end poverty and inspire others to do the same. With the Profit Pledge, we sponsor the foundation that provides healthcare and education to communities in Mumbai, India. We also work with Tiny Miracles as a supplier - our co-designed products handmade by the women of Tiny Miracles provide life-changing income for them and their families.

War Child

Rituals has worked with War Child, a specialist charity dedicated to strengthening the resilience and mental wellbeing of children affected by conflict and war, since 2013. Through the Profit Pledge, Rituals enables War Child to help thousands more children, respond quickly to emergencies when the need is high, and further research and test methods to ensure the provision and increased scale of quality care to reach many more children around the world.

Pristine Seas

With the Profit Pledge, Rituals is supporting National Geographic Pristine Seas to restore ocean health and productivity, which can improve the livelihoods of coastal communities and foster climate resilience.  In support of the global goal of conserving 30 percent of the planet by 2030 the team is dedicated to protecting the ocean’s most vital places. Pristine Seas fulfills this mission by catalysing the creation of marine protected areas (MPAs) through research, exploration, filmmaking, policy, and education. The team has helped to create 29 MPAs — which are like national parks of the sea —since its founding in 2008.

Tongareva, Cook Islands - 2023/06/28: Aerial view of Tongareva atoll. Darryl MacDonald/ National Geographic Pristine Seas.

Blue Marine Foundation

To ensure Rituals can offer widespread contribution to the oceans, we are also supporting Blue Marine Foundation. The charity addresses one of the world’s biggest environmental issues: overfishing. As a partner, Rituals supports Blue Marine’s ambitions to create large-scale marine reserves, safeguard and restore vital ecosystems, and collaborate with local communities to encourage sustainable fishing. Its mission is to see at least 30% of the ocean effectively protected by 2030.

UNICEF

UNICEF works to protect every child’s right to survive, thrive and fulfil their potential. Through this partnership, Rituals supports UNICEF’s Mental Health Thematic Fund, which helps to train professionals, reduce stigma, and improve data on children’s mental health. Rituals is also a member of the UNICEF-led Global Coalition for Youth Mental Health, an alliance aiming to support 50 million children and young people across 150 countries by 2030, helping to create a world where every child grows up resilient and mentally supported.

UNICEF does not endorse any company, brand, product, or service.

Our Impact Journey

From new refills to working with like-minded organisations, our efforts are ever evolving.

We aim to be an iconic well-being brand with a focus on responsible business practices and creating a positive impact (on people and planet) through our Profit Pledge. Find out more above.