The Rituals Philosophy

When Rituals began in 2000, it started with a single store on the Kalverstraat in Amsterdam. Since then, it has grown worldwide, with over 500 stores in 25 countries. To what do we owe this amazing success? There are several factors that make Rituals Europe’s #1 relaxation brand, but some of the most important are our unique philosophy and from where we draw our inspiration.

Founder and CEO Raymond Cloosterman was like many of us—living on autopilot and at a breakneck pace—when he decided to leave his promising career at Unilever and surrender to his adventurous spirit. While traveling around the world, Raymond was struck by the special rituals practiced in the East and how they what a calming effect they had on the local population.

During his trip, the differences between East and West became abundantly clear. Raymond realised that we in the West are mostly concerned with finding the next big thing and rarely look to the past for inspiration. In Asia, however, they are aware of the wisdom present in their ancient traditions and keep them alive for this very reason. Namely, they take the time to step back, reflect and honour the small things. In this way, life as a whole becomes more meaningful.

That’s when Raymond knew he had found his mission and passion: to transform everyday routines into special moments. With this in mind, he set out to create a luxurious yet affordable range of home and body care products, all inspired by ancient Eastern traditions.

Rituals helps you slow down, to find happiness in the smallest of things. It is our passion to turn everyday routines into more meaningful rituals.

And so Rituals was born. While other companies were focused on either home products or body care, Raymond Cloosterman’s vision was to combine both, his reasoning being that they’re closely linked. To encourage people to slow down and truly enjoy the moment, it is important that people feel comfortable in their skin and in their home. Rituals sets itself apart from other lifestyle brands by declaring, “We’re not here to sell you beauty, we’re here to make you feel good.”

Each collection in our assortment promotes our philosophy in its own unique way, and is based on an Asian tradition that’s been practiced for centuries. The Ritual of Hammam, for example, translates the ancient Turkish steam bath for modern times. The Ritual of Samurai, our collection designed for men, is based on how the famous Japanese warriors took pride in their appearance and were always groomed to perfection. Inspired by the oldest Indian health system in the world, The Ritual of Ayurveda uses ancient Indian wisdom to help you achieve more balance. The Ritual of Sakura finds its roots in the Japanese ceremony of Hanami, which celebrates that annual flowering of the cherry blossom and that life is beautiful, yet fleeting.  All of these collections take time-honoured Eastern traditions and adapt them for the West, helping us pause and reflect on each moment with wonder, and to transform the everyday into the meaningful.  

That is also the mission of Rituals Magazine, the completely redesigned and renewed content companion to Rituals. We give you daily updates on soulful living: for your body, mind and soul. Each interview, video, recipe and inspirational article encourages you to embrace our philosophy, giving you practical and applicable ways to do this. We help you slow down the pace of your life and focus on the little things that can have a big impact on your life.