Affordable luxury and wellbeing brand Rituals Cosmetics has opened a 50sqm standalone store at Copenhagen Airport’s Terminal 2.

The space focuses on the brand’s values of ‘soulful living’ and ‘mindful slow shopping’. It offers a wider product assortment than the brand’s previous shop-in-shop.

A favourite across the Nordics, the Rituals store opening was timed to coincide with the high-traffic summer season.

The expansion at Copenhagen is in-line with the brand’s wider strategy to open more standalone stores in key travel hubs.

‘Uplifting’ passengers at Copenhagen

Passengers are encouraged to “uplift their mind, body and soul” through the product offering. Collections available in-store span The Ritual of Karma, The Ritual of Namaste, The Ritual of Sakura and the Classic Home Collection.

The store itself is designed as a classic boutique concept with one water island. The space allows customers to sample products before making a purchase.

Rituals cites research that shows one third of international passengers feel stressed at some stage in their journey.

To counter this, the store incorporates scents, textures and sights to soothe and provide mental and physical rest. 

 “We are very proud of our beautiful new store at Copenhagen Airport,” said Raymond Cloosterman, Rituals Founder & CEO.

“The Rituals brand is on fire in Denmark and in the rest of Europe. Our wellbeing brand is growing, and airports are a crucial part of our brand experience. 

“Our innovative concept comes with a fresh perspective on beauty. Our products and stores are elegant and distinctive. 

“With our democratic price points, we can service a new and much bigger audience.” 

Rituals opened five European stores in partnership with Dufry in late 2022.