🇩🇰 Du finder den danske version af denne artikel her.

We should never be too lofty to look beyond our own borders for inspiration. Over the years, we have shared countless stories of individuals and companies daring to think bigger – and this is another one you can sit back and absorb.

The story begins 25 years ago, in a classic start-up fashion, in the basement of an Amsterdam building. It is here that Dutch entrepreneur Raymond Cloosterman, alongside a small team, founded what we now know as Rituals Cosmetics.

Today, Rituals operates nearly 1,500 of its own stores and is represented in more than 4,500 department stores and luxury retailers across 33 countries. The brand is stronger than ever, achieving record growth in several of its key markets in 2025. In Denmark alone, Rituals runs 28 stores.

The figures underscore the scale of the journey. In 2025, Rituals posted a total revenue of nearly €2.5 billion. Earnings before interest, tax, depreciation, and amortisation (EBITDA) reached approximately €550 million, placing the company among the fastest-growing beauty brands globally.

Online sales now account for more than 20% of total revenue. Yet these impressive numbers are not merely earmarked for reinvestment or dividends. Rituals has committed to allocating 10% of its net profits to initiatives supporting young people’s mental wellbeing and environmental protection.

Raymond Cloosterman, Founder & CEO

Raymond Cloosterman, founder and CEO of Rituals, reflects:

“Our 25th anniversary marks a milestone for everyone who has helped build Rituals into the company it is today. I feel a profound sense of pride and gratitude. From the very beginning, my dream has been to create a global ‘Feelgood Luxury’ brand – a distinctive position within the industry.

By combining high-end luxury products with accessible pricing while also generating positive societal impact, we are redefining what luxury can be.

Looking ahead, 2026 will be an investment year aimed at maintaining our momentum. We plan to renovate 1,500 stores, expand further into Asia, accelerate product innovation, and continue rolling out Mind Oasis. Our ambition is clear: to grow the business while creating positive impact for both people and the planet.”

That ambition is already being translated into action. In 2025, 10% of net profits amounted to €26 million, with the figure expected to surpass €30 million in 2026.

The ambition is already being put into practice. In 2025, 10% of net profits amounted to €26 million, with the figure expected to exceed €30 million in 2026.

From the very first year, the Profit Pledge has become more than a statement of intent. Rituals has supported initiatives focused on the mental wellbeing of young people, partnering with organisations such as UNICEF, War Child, and Super Chill. According to the company, these efforts have reached 69 million young people worldwide, including over 1.3 million children in the Netherlands and Germany alone, who have accessed the Super Chill app, designed to foster mental resilience and wellbeing.

Rituals has also extended its impact beyond people. Through partnerships with organisations including National Geographic Pristine Seas and the Blue Marine Foundation, the brand has contributed to the protection of significant natural habitats, both at sea and on land. Notably, rainforest in Colombia has been repurchased in collaboration with indigenous communities, returning land to those who call it home.

A more in-depth interview with Rituals is scheduled for publication in March.

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