Rituals Cosmetics, founded by Raymond Cloosterman in Amsterdam 25 years ago, has grown from a team of three in a canal-side basement to a global business encompassing nearly 1,500 boutiques and over 4,500 department stores and luxury perfumeries in 33 countries.

Luxury beauty and wellbeing brand Rituals Cosmetics recorded net revenue of €2.43 billion (approx US$2.747 bn) in 2025, up 16% year on year.

The company marked an EBITDA of €545 million representing a margin of ca. 22.5% which, says Rituals, makes it ‘one of the fastest-growing beauty brands worldwide’.

Indeed, 2025 marked milestone year for the brand, with it pledging to give back more than €30 million to impact projects in 2026 through its 10% Profit Pledge.

France, Italy and the UK all saw ‘record-growth’ last year, according to the company. And while online sales now represent over 20% of total revenue, it’s ‘betting big’ on brick and mortar and on delivering distinctive customer experiences.

Rituals opened more than 200 boutiques around the world in 2025 including new flagship stores in London’s Oxford Street, Zurich’s Bahnhofstrasse and Barcelona’s Gràcia Street.

In travel retail, major new airport boutique openings worldwide, included those in Frankfurt, Manchester, Edinburgh and Stockholm.

A standout was the debut of the brand’s first Mind Oasis in an airport environment at Amsterdam Schiphol, bringing its immersive hydro- and brain-massage wellbeing experiences to travellers.

More locations for Rituals’ immersive Mind Oasis concept are planned for global travel retail in 2026.

Rituals also expanded in China through strategic partnerships, including collaborations with Disney Hong Kong and CDF-Sunrise. This was on top of continued expansion in Europe and the UK, layering up on further growth in Greater China and The Middle East.

The brand released 200 product innovations over the course of the year and sold almost 10m refills – a 22% uplift on the previous year – and is now transitioning to more circular glass packaging to further encourage the use of refills.

Looking ahead, Rituals has confirmed it is planning  further international openings for its Mind Oasis concept in 2026, including in travel retail.

The company already operates 11 Mind Oasis locations across the Netherlands, France and the UK, each offering hydro- and brain massage treatments to aid mental and physical relaxation, alongside curated retail spaces.

Rituals Founder & CEO Raymond Cloosterman expressed his pride in the company’s achievements and shared a glimpse of what’s to come: “Looking ahead, 2026 will be an investment year focused on sustaining our momentum. We will refit 1,500 stores, expand further in Asia, accelerate new product innovation and continue the rollout of Mind Oasis. Our ambition is clear: growing our business while making a positive impact on people and planet.”

Circling back to its Profit Pledge – an initiative launched in 2025 which saw the company commit 10% of its net profits to initiatives supporting youth mental wellbeing and nature protection – the €30 million for 2026 builds on the €26 million generated in 2025.

In its first year, the pledge supported youth wellbeing-focused organisations, including UNICEF, War Child and Super Chill (a mental resilience app), contributing to programmes reaching 69 million young people globally.

More broadly speaking, in the sustainability realm, Rituals has worked with leading organisations including National Geographic Pristine Seas, Blue Marine Foundation, Sacred Forests and Frankfurt Zoological Society on projects to help protect the planet, in addition to backing Profit for Goo (a movement encouraging companies to dedicate at least 10% of profits to social and environmental impact).

*TRBusiness conversion based on average exchange rate in 2025.

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