Budgets

Rituals Cosmetics celebrates 25 years with revenues of over EUR 2.4 billion

by Marika Gervasio

25 February 2026

3' min read

Translated by AI

Versione italiana

3' min read

Translated by AI

Versione italiana

Founded 25 years ago by a team of three people in a basement along the canals of Amsterdam, Rituals Cosmetics celebrates its birthday with a turnover of EUR 2.43 billion, a year-on-year growth of 16%, and an EBITDA of EUR 545 million, corresponding to a margin of around 22.5%, almost 1,500 boutiques and more than 4,500 points of sale between department stores and perfumeries in 33 countries. Over the past year, the brand recorded record growth in Italia, France and the UK.

The company further strengthened its physical presence and customer experience by opening more than 200 new boutiques globally in 2025. These include new flagship stores on Oxford Street in London, Bahnhofstrasse in Zurich and Passeig de Gracia in Barcelona. It adopts an omnichannel approach that integrates boutiques and the digital world, strengthening its online performance: e-commerce sales now account for more than 20% of total sales. Parallel to its continued expansion in Europe and the UK, the brand has also seen further growth in Greater China and the Middle East.

Innovation and expertise underpin the brand's double-digit growth. In 2025 Rituals launched 200 new references, further expanding its key categories in wellbeing and lifestyle.

As one of the pioneers in the B Corporation-certified beauty industry, it is strengthening its refill programme: almost 10 million refills were sold in 2025, an increase of 22% over the previous year. At the same time, Rituals is switching to more circular glass packaging to further promote the use of refills, allowing customers to significantly reduce packaging waste through reuse. This directly contributes to the brand's sustainability goals.

With the ambition to become a benchmark in wellbeing for the premium beauty industry, it enters beauty technology with Mind Oasis, an immersive concept that brings the brand's philosophy to life. There are currently 11 Mind Oasis locations in the Netherlands, France and the UK, with further international openings planned for 2026, including travel retail spaces. Each Mind Oasis offers hydro and neuro-massage treatments designed to promote mental and physical relaxation, complemented by carefully designed retail spaces in line with Rituals' ambition in the world of wellbeing.

"Our 25th anniversary represents an important milestone for all those who helped build Rituals and turn it into this extraordinary reality," comments Raymond Cloosterman, founder and CEO of Rituals. I am immensely proud and grateful. It has always been my dream to create a global brand of Feel Good Luxury, a unique proposition in the industry. By combining high-quality products at an affordable price and generating a positive impact, we are redefining the concept of luxury. Looking ahead, 2026 will be a year of investment, aimed at consolidating our momentum: we will refurbish 1,500 shops, continue expansion in Asia, accelerate product innovation and continue the Mind Oasis rollout. Our ambition is clear: to grow the business while contributing to the wellbeing of people and the planet'.

In 2025, Rituals celebrated the first year of the Profit Pledge, committing to allocate 10 per cent of net profits to initiatives supporting the mental wellbeing of young people and nature conservation. This commitment resulted in EUR 26 million in 2025 and over 30 million in

euros planned for 2026. In its first year, the 10% Profit Pledge supported organisations focused on youth welfare, including UNICEF, War Child and Super Chill, contributing to programmes that reached 69 million young people worldwide. Among them, 1.3 million children in the Netherlands and Germany were involved through Super Chill, an innovative app dedicated to mental resilience.

It has also collaborated with leading global, European and local organisations, including National Geographic Pristine Seas, Blue Marine Foundation, Sacred Forests and the Frankfurt Zoological Society. These partnerships have contributed to the protection of

390.000 km² of ocean and 220,000 hectares of rainforest, including 20,000 hectares repurchased in Colombia together with indigenous communities.

As a confirmation of its commitment to lasting positive impact, it also supports Profit for Good, a movement that encourages companies to allocate at least 10% of their profits to social and environmental impact projects.

Marika Gervasioredattore
- @marikger
- Email
Luogo: Milano
Lingue parlate: Inglese, spagnolo
Argomenti: Lusso, benessere, cosmetica, moda
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