Amsterdam, February 2 , Rituals Cosmetics marks its 25th anniversary by recording net revenue of EUR 2.43 billion in 2025, up 16% year on year, and an EBITDA of EUR 545 million, representing a margin of approximately 22.5%. This performance positions the Dutch luxury beauty and wellbeing brand among the fastest-growing beauty brands worldwide.
Marking a milestone year, Rituals will give back more than EUR 30 million to impact-driven projects in 2026 through its 10% Profit Pledge, translating its long-term commitment to wellbeing into concrete action.
Founded 25 years ago by a team of three in a canal-side basement in Amsterdam, Rituals today operates nearly 1,500 boutiques and is present in more than 4,500 department stores and luxury perfumeries across 33 countries. In 2025, the brand recorded particularly strong growth in France, Italy, and the United Kingdom.
More than 200 boutique openings in 2025
With a strong focus on physical retail and distinctive customer experiences, Rituals opened over 200 boutiques worldwide in 2025. This included new flagship stores on London’s Oxford Street, Zurich’s Bahnhofstrasse, and Barcelona’s Gràcia Street.
The company continues to operate through a balanced combination of physical retail and a strong digital presence. Online sales now account for more than 20% of total revenue. Alongside continued expansion in Europe and the UK, Rituals also experienced further growth in Greater China and the Middle East.
Growth driven by innovation
Innovation and experience remain key drivers of the brand’s sustained double-digit growth. In 2025, Rituals introduced more than 200 product innovations, expanding its core wellbeing and lifestyle categories.
As one of the first B Corporation™ certified beauty brands, Rituals further strengthened its refill movement, selling nearly 10 million refills in 2025, a 22% increase compared to the previous year. At the same time, the brand is transitioning to more circular glass packaging to further encourage refill usage, enabling customers to significantly reduce packaging waste and supporting Rituals’ sustainability goals.
In line with its ambition to become a leading wellbeing company within the luxury industry, Rituals is expanding into beauty technology through its Mind Oasis concept. This immersive wellbeing experience brings the brand’s philosophy to life and currently operates 11 locations across the Netherlands, Germany, France, and the UK. Additional international openings are planned for 2026, including travel retail. Each Mind Oasis offers hydro- and brain massage treatments designed to support mental and physical relaxation, within carefully designed retail environments that reflect the brand’s wellbeing vision.
Raymond Cloosterman, Founder & CEO of Rituals, said:
“Our 25th anniversary is a milestone for everyone who has contributed to building Rituals into the company it is today. I am immensely proud and grateful. From the beginning, my dream was to create a global ‘Feelgood Luxury’ brand a clear and distinctive proposition within the industry. By combining high-end luxury products with accessible pricing and a strong commitment to positive impact, we are redefining luxury.
Looking ahead, 2026 will be an investment year focused on sustaining our momentum. We will refit 1,500 stores, expand further across Asia, accelerate product innovation, and continue the rollout of Mind Oasis. Our ambition is clear: to grow our business while making a positive impact on both people and the planet.”
One year of measurable impact
In 2025, Rituals marked the first year of its Profit Pledge, committing 10% of net profits to initiatives supporting youth mental wellbeing and nature protection. This resulted in EUR 26 million allocated in 2025, with more than EUR 30 million committed for 2026.
During its first year, the pledge supported youth-focused wellbeing organizations including UNICEF, War Child, and Super Chill, contributing to programs that reached 69 million young people globally. This included 1.3 million children in the Netherlands and Germany reached through Super Chill, an innovative mental resilience app.
Rituals also collaborated with leading global, European, and local organizations such as National Geographic Pristine Seas, Blue Marine Foundation, Sacred Forests, and Frankfurt Zoological Society. Together, these partnerships helped protect 390,000 km² of ocean and 220,000 hectares of rainforest, including 20,000 hectares repurchased in Colombia in collaboration with Indigenous communities.
As part of its broader commitment to purpose-driven leadership, Rituals also supports Profit for Good, an emerging alliance encouraging companies to dedicate at least 10% of their profits to social and environmental impact.
