6 things we did to boost the wellbeing of people and planet this year

We strive to support wellbeing, not just for our customers - but communities all over the world. Here’s a few ways we’ve tried to do that this year. 

2023 has been, yet another, whirlwind of bleak news stories, but we want to take a moment to celebrate a little bit of the good stuff. As a company, it’s our passion to boost wellbeing, and there’s no doubt that this is needed now, more than ever. For us, this includes the wellbeing of the planet as well as people, and not just our customers - but communities all over the world. Here’s a few ways we’ve tried to do that this year.  


1. Supporting Tiny Miracles

Since 2011, Rituals has been a proud supporter of Tiny Miracles. This pioneering, B CorpTM certified foundation (*Certification Notice) is on a mission to help some of the poorest communities in Mumbai, India, break out (and stay out) of the poverty cycle. For nearly 5 years now, our co-designed bags, handmade by the women of Tiny Miracles, have been a great success and this year, our partnership has seen over 870,000 bags produced. At Tiny Miracles, anyone is welcome to work – and for those who cannot use a sewing machine or can’t participate in the bag production for other reasons - we have a new opportunity. 800,000 bracelets were made and two were included in every Summer of Joy gift box – one to keep and one to give away.  


2. New innovations 

This year we reached a huge milestone in our innovation. 2023 saw the introduction of our Clean Beauty Bars. These soap-free bars contain over 90% natural origin ingredients, are vegan friendly, PH balanced and gentle on your skin. With everything from shampoo and body wash to face cleanser and body scrub, all the bars are chicly contained in plastic-free packaging too. This year, we also developed a new hand care formula that uses microbiome-friendly, natural origin ingredients. Why? Most of us are used to thinking of bacteria as something we need to wash away, but actually, our skin is host to a network of fungi, bacteria and viruses, working together to create our microbiome. Sounds gross! But it’s not. A balanced microbiome can actually protect your skin from the nasty stuff. So, whilst our hand care has always nourished your hands and left them with a dreamy scent, now they keep your skin healthy too. 

3. More Mind Oasis’s

In today's fast-paced world, there is an undeniable need for more relaxation and nothing boosts wellbeing like a moment of self-care. That’s why we created the Mind Oasis, a place where you can take a well-deserved break from the hectic pace of life. Combining ancient wisdom and the power of science, we’ve created unique sessions that help you recharge both mind and body.  

House of Rituals, our flagship store in Amsterdam, was home to the world's first Mind Oasis and, this year, we welcomed four new additions in Antwerp, Paris, Barcelona and Frankfurt. If you’re passing through either of these cities, don’t miss out on a brain Massage – using the power of breath, sound and haptic vibration, it guides you into a deep meditative state. Or, try our hydro massage, floating on a warm waterbed, the gentle massage movements melt away physical stress. Pure bliss! 

4 - Refilling to reforest 

This year, we have continued to plant, protect, or restore a tree for every single refill you have bought. In collaboration with our environmental partners, we have been helping to restore some of the world’s most biodiverse areas. In 2023, we helped to grow >3,600,000 trees in total. For more info on where these forests are flourishing, and why they need help, read our article: This is exactly what shopping our refills does for the planet. 


5. Running for War Child 

This year, 330 Rituals colleagues participated in the Amsterdam Marathon. Runners from all over the world came to the city to sweat it out for the sake of a very good cause. For the second year in a row, Rituals ran for War Child, a charity that provides humanitarian aid to children impacted by war and conflict. We surpassed our goal of raising 30,000, raising almost €40,000 (which Rituals decided to double to €80,000).  


6. Encouraging Karma Days 

Every year all Rituals colleagues are encouraged to take one ‘Karma Day’ – a day off work to participate in volunteering. From playing bingo with the elderly in a retirement home to a beach clean-up, to fishing plastic out of the Amsterdam Canals, colleagues helped to boost wellbeing where they could this year. 

Jessy Deans

Jessy Deans

Jessy Deans is a copywriter with a strong appetite for thought-provoking stories, travel and anything covered in white chocolate. With a background working in the fast-paced television industry, she has learnt the importance of self-care and downtime and believes there’s no such thing as too many candles. She is passionate and committed to her lifelong search for the perfect meal and subscribes to the doctrine that ‘if you can’t love yourself, how are you going to love somebody else’ (Ru Paul).