Discover why our ocean is vital for life on Earth and how Rituals, with partners like Pristine Seas and Blue Marine, supports marine protection worldwide.

The ocean has always been more than a vast stretch of blue on the horizon. It stirs something deep within us, awe, calm, even a sense of belonging. Cultures across the world have woven myths and routines around its rhythms, and for good reason. The ocean is not just a backdrop to life on Earth; it is life itself. 

It produces over half of the oxygen we breathe, absorbs immense amounts of carbon dioxide, regulates our climate and provides a home to millions of species. In short, it keeps our planet in balance and when you think about it, caring for the ocean is caring for ourselves and future generations.  

The reality  

Despite its power, the ocean is not invincible. Overfishing, pollution, rising temperatures and acidifying seas are placing extraordinary pressure on marine ecosystems. Coral reefs – often called the rainforests of the sea – are bleaching. Kelp forests are in decline. Entire species are being driven to the brink. 

Yet there is also reason for hope. Thanks to groundbreaking research and growing awareness, the hidden world beneath the waves is coming into sharper focus. Underwater forests of kelp, seagrass and coral are now recognised as vital lungs of the Earth. They store carbon, provide shelter for countless species and protect our coastlines. Their survival is essential, not only for biodiversity but also for humanity’s fight against climate change. 

Momentum is building, too. The global 30x30 initiative – to protect at least 30% of the ocean by 2030 – is gaining strength. To help accelerate this change, Rituals partners with two leading organisations in ocean conservation: National Geographic Pristine Seas and the Blue Marine Foundation. 

10% profit pledge for a healthier planet
 

At Rituals, we believe in slowing down and living with intention. That doesn’t stop with our products, it extends to our responsibility for the natural world. Through our 10% Profit Pledge, we donate 10% of our net profit to long-term environmental projects that safeguard the future of our planet. By supporting trusted partners working on the frontlines of ocean conservation, we hope to play a small but meaningful role in restoring balance. 

Our partner: Pristine Seas
 

The National Geographic Pristine Seas studies the ocean to help countries create “national parks of the sea”, vast Marine Protected Areas (MPAs) where ecosystems can recover and flourish. Their mission aligns directly with the global 30x30 goal, and their impact is clear: 30MPAs established with their help, protecting nearly 7 million hectares of ocean. 

By safeguarding biodiversity at scale, Pristine Seas shows that science, exploration and policy can come together to make large-scale recovery possible. 

Our partner: Blue Marine Foundation
 

Blue Marine Foundation is dedicated to protecting and restoring life in the ocean. The charity’s work focuses on restoring marine habitats, tackling destructive fishing practices and supporting coastal communities who depend on the sea. From campaigning for new marine protected areas, to supporting small-scale fishers, Blue Marine ensures that conservation benefits both people and planet. 

By addressing the human side of ocean conservation, they remind us that thriving seas and communities go hand in hand. 

Why it matters to us  

For Rituals, the ocean represents more than beauty. It mirrors our own philosophy: the power of slowing down, breathing deeply and reconnecting with the world around us. Just as the tides move in rhythm, so too can we choose to live with intention, protecting what truly matters, for ourselves and for future generations. 

How you’re making a difference  

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. 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).