Discover how Rituals’ Green Friday supports the planet, from refills that cut waste, to protecting forests with the Arhuaco community. 

Every November, Black Friday arrives with a rush, flashing deals, overstuffed shopping baskets, and a whole lot of waste. Our philosophy has always been about slowing down, buying better and living more mindfully. So, this year, instead of offering blanket discounts, we’re again focusing only on refills, a simple choice that helps form more conscious habits and reduces unnecessary waste.  

For us, it’s not about short-term bargains, but long-term value. By embracing refills, we’re inviting our community to take part in a small shift with a big impact. 

Sacred Forests & the Arhuaco Community 

High in Colombia’s Sierra Nevada mountains, which the Arhuaco people call the “Heart of the World”, lies one of Earth’s most precious and fragile ecosystems. For centuries, the Arhuaco have cared for this land as guardians rather than owners, guided by an ancestral wisdom that sees nature not as a resource, but as family. Yet modern pressures, from deforestation to extractive industries, have placed this sacred region under threat. 

As founding partner of Sacred Forests, Rituals is helping to support an ambitious vision: to reclaim, reforest and protect these vital lands for generations to come. Already, thousands of hectares have been returned to the Arhuaco, allowing damaged areas to be rewilded and replanted with millions of trees. The long-term goal is to secure as much as 200,000 hectares and to pursue UNESCO World Heritage status, a safeguard that would ensure lasting protection.  

But this mission is about more than numbers. The Arhuaco believe that every act of taking must be balanced with giving, whether that is an offering made before harvest or a ritual of gratitude woven into daily life. Their worldview reminds us that true harmony lies in reciprocity. By standing alongside the Arhuaco, we are honouring not only the forest itself, but also the cultural and spiritual wisdom that has protected it for centuries. 

Our Ocean Partners 

Forests don’t only exist on land, they thrive beneath the waves too. Blue carbon habitats such as seagrass meadows, mangroves and salt marshes are some of the most powerful carbon sinks on Earth. Though they cover a fraction of the ocean, they store immense amounts of carbon, often outperforming even tropical forests. 

These habitats are nature’s quiet protectors, locking carbon away in waterlogged soils for centuries, shielding coastlines from erosion, and providing nurseries for marine life. Yet they are also under threat, which is why we stand alongside our partners, National Geographic Pristine Seas Project and the Blue Marine Foundation, in supporting the global goal of protecting 30% of the ocean by 2030 (30x30). They are working to safeguard these underwater forests and the countless species, including us, who depend on them. 

Pristine Seas 

Beneath the surface of our oceans lies a world as rich and vital as any forest on land, yet much of it remains vulnerable to human activity. This is where Pristine Seas, a National Geographic initiative led by explorer Dr Enric Sala, comes in. Their mission is simple but profound: to create “national parks of the sea” - vast Marine Protected Areas (MPAs) where ecosystems are free to recover and thrive. 

Since 2008, Pristine Seas has helped establish 30 MPAs, protecting more than 6.9 million hectares of ocean. These sanctuaries provide a refuge for marine species, lock away carbon and safeguard biodiversity at a scale few other initiatives can match. Their work is directly tied to the global 30x30 goal and they are proving that with scientific evidence, political will and community support, vast stretches of ocean can be rehabilitated. 

Blue Marine Foundation 

The health of the ocean isn’t just about wildlife, it’s about people too. That is why the Blue Marine Foundation takes a holistic approach, tackling overfishing, restoring marine ecosystems and supporting the coastal communities who depend on them. By working hand-in-hand with governments, scientists and local fishers, they create solutions that ensure both the ocean and livelihoods are protected. 

Blue Marine is also a key voice in the fight for 30x30, campaigning for new MPAs and pushing for more sustainable fishing practices across the globe. But their work extends beyond policy, from seagrass restoration projects that capture carbon and shelter fish, to education programmes that inspire the next generation of ocean stewards. 

Their vision is one of balance - a future where the ocean continues to feed, protect and inspire us, while we, in turn, respect its limits. By partnering with Blue Marine Foundation, we are helping to champion a more equitable and sustainable relationship with the sea, where both nature and communities can thrive together. 

BACK TO GREEN FRIDAY 

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. So, every time you shop with Rituals, you’re helping support the mental wellbeing of children across Europe. You can read all about our 10% Profit Pledge and our incredible partners 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).