Rituals Cosmetics supports environment and people with the Proft Pledge

Beauty and wellness brand Rituals Cosmetics opens the Profit Pledge, a new industry initiative to donate 10% of net profits to the environment and people. The project adds to its sustainability goals: the brand intends to take on more responsibility by donating EUR 300-400 million in the first 10 years alone to causes that contribute to the wellbeing of people and the planet.

"Rituals is one of the fastest growing beauty brands in the luxury sector. We are aware that success brings with it responsibilities and our desire is to do more," comments Raymond Cloosterman, founder and CEO of Rituals. "Although we are one of the top B Corps in the luxury beauty segment, we feel that this achievement is not enough. We are determined to operate with positive impact. We are at the beginning of this journey. We have made a commitment and, who knows, we might inspire others to follow us".

Starting in 2025, Rituals will invest 10 per cent of the previous year's net profit in causes with a positive impact such as Sacred Forests and Super Chill.

"Sacred Forests is an organisation dedicated to the reforestation of the Sierra Nevada de Santa Marta in Colombia, a region of exceptional ecological value," explains the CEO. "Unfortunately, the world today is out of balance, and it is up to all of us to improve it while we can. I will never forget the moment I saw David Attenborough's film 'A Life on Our Planet'. I was petrified of the harsh reality. Rainforests are extremely important in the fight against climate change. Unfortunately, many of them are being deforested. We are committed to helping this indigenous community reclaim their land and protect 200,000 hectares of rainforest for future generations. This is crucial in the fight against climate change'.

Similarly, 'the shocking revelations of the UNICEF report struck me deeply,' he continues, 'revealing that more than 166 million young people are facing mental health problems, with anxiety and depression making up about 40 per cent of these problems. This awareness resonated deeply with the core values of Rituals. It is so close to our DNA that we realised we wanted to do more. Create more impact. Children's future is our future; we must support the development of their mental resilience. For this reason, we co-founded Super Chill, a free app that provides children and their caregivers with the tools they need to build mental resilience. The app uses playful exercises, mindfulness, breathing, yoga and more to teach children how to maintain a positive and healthy mindset, especially in times of distress. The goal is to reach ten million children, creating a future generation of kids with a healthy and positive mindset'.