Rituals launches Uukumwe, the new limited edition collection for the cold season, inspired by the Namibian idea of unity, connection and shared care. Created in close consultation with members of the Ovawambo community, Uukumwe celebrates Namibian heritage and the power of collective care. It is an invitation to slow down, to reconnect, and to take care of both ourselves and those around us.
Starting from the idea that wellbeing is built both in the moments we give ourselves and in those we live together, Uukumwe turns everyday gestures into meaningful experiences that bring us closer to one another. The nourishing formulas and deep-note fragrances include responsibly sourced Namibian ingredients, such as marula oil, Namibian myrrh (omumbiri) and ochre clay. Enriched with comforting spices, the collection brings warmth, intention and a sense of closeness into everyday life.
Rooted in connection
The Uukumwe story took shape through close collaboration with Namibian creatives, including Ovawambo artist Tuli Mekondjo and musician Shishani, who contributed to building the collection’s story and creative direction, from concept to final execution.
Inspired by the marula tree, Uukumwe explores ideas of closeness, connection and shared care. These are found throughout the collection, from the story of the ingredients to the warm and authentic visual language of the campaign. Tuli’s original artwork was translated into a limited-edition scarf design, while Shishani contributed to the atmosphere, story and overall creative development of the campaign.
Lot van Rij, Executive Director Innovation & Product Life Cycle Management, perfectly captures the essence of the collection: “Created in partnership with Namibian artists, Uukumwe reflects a shared feeling of warmth and care. But what makes this collection truly special is the distinctive combination of ingredients and rich textures, completed by a warm and irresistible fragrance. The bold packaging design celebrates Namibian heritage. With the Uukumwe Collection, wellbeing becomes something we live together.”
On the weekend of September 11–13, the Uukumwe launch is being celebrated in all Rituals stores across the country, as well as online. With purchases over 240 lei, customers will receive a gift of an Uukumwe shower foam and a limited-edition scarf, created in collaboration with Namibian artist Tuli Mekondjo.
In the two Rituals stores in Bucharest, customers will also be able to enjoy a scarf personalization experience: at Rituals Băneasa Shopping City, it can be embroidered on the spot, and at Rituals AFI Cotroceni, personalized through calligraphy, for a unique and personal touch.
Uukumwe signature products
Velvety foaming shower gel
Transforming from a rich, amber-colored gel into a cloud-like fine foam, this comforting shower product gently cleanses the skin, while marula and baobab oils help maintain a velvety, nourished feel to the skin.
The fragrance combines marula fruit, Namibian myrrh and cloves. As you massage the gel onto the skin, the scent becomes even more intense thanks to the warmth of the water.
Warming body scrub
This ochre-colored body scrub combines mineral clay with natural exfoliants to smooth and refine the appearance of the skin, while the gentle warming sensation offers extra comfort during the cold winter months. Enriched with marula and baobab oils, it leaves the skin velvety and delicately scented.
Two-phase moisturizing body oil
A two-phase oil with a lightweight texture, combining fresh hydration with nourishing marula, baobab and shea oils. It absorbs quickly and does not leave a greasy feeling, but rather silky, refined skin wrapped in a comforting sensation of warmth.
Fragrance sticks
Created to wrap the home in an atmosphere of warmth and comfort, these limited-edition fragrance sticks release the rich scent of marula fruit, Namibian myrrh, cloves and cinnamon for up to five months. With the distinctive wooden detail of the container, they also become a central decorative element for any room.
Hair and body mist
This alcohol-free mist refreshes hair and body with a delicate veil of fragrance. Enriched with betaine, marula and baobab oil, it leaves skin and hair delicately scented with the collection’s signature warm, woody aroma.
Illuminating balm for face and body
A multifunctional illuminating balm that gives the face and body a golden, fresh-looking glow. Formulated with marula oil and shea butter, it melts gently onto the skin, leaving it soft and luminous. The product can be applied to cheeks, eyelids, lips or collarbones and is designed for all skin tones.
Supporting meaningful change
At its core, Uukumwe is a celebration of shared care. This belief is also reflected in our broader commitment to wellbeing, beyond the products we create. Through the Profit Pledge, the initiative through which we direct 10% of profit, we collaborate with organizations such as Tiny Miracles, War Child and Super Chill, which support communities, children and families around the world. Because wellbeing takes on even more meaning when it is shared.
