Rituals was founded in the Netherlands in 2000 by Raymond Cloosterman with an idea that feels simple but surprisingly durable: everyday routines can be transformed into moments of meaning. Rather than approaching personal care as purely functional, the brand built a vocabulary around pause, presence and small acts of self-care. From the beginning, Rituals positioned itself between beauty and lifestyle, treating the bathroom and the home as spaces where fragrance and texture can change the emotional tone of the day.

That perspective shaped a product universe that is highly recognisable in retail. Rituals is closely associated with bath and body care, home fragrance and giftable sets that feel deliberate and composed. The brand’s sensorial focus is not incidental; it is the core of why consumers return. Many shoppers choose Rituals for the way it makes routine feel calmer, whether through a shower gel that becomes foam, a hand balm that sits on a desk, or a home scent that signals comfort. It is an accessible form of ritual, designed to fit into real life rather than idealised wellness.

Rituals has also benefited from a broader cultural shift: wellbeing is now a mainstream expectation, not a niche hobby. As stress, screen time and busy schedules became normalised, consumers increasingly sought products that offer a small, reliable reset. Rituals meets that behaviour with consistency, strong fragrance signatures and an aesthetic that reads as refined without being intimidating. In a multi-brand catalogue, it occupies a premium-leaning wellbeing segment that remains widely approachable and strongly gift-oriented.

People continue to choose Rituals because it offers a form of everyday luxury that feels practical. The brand does not ask customers to change their lives; it simply reframes what they already do. In that sense, its success is built on behavioural truth: the smallest habits are often the ones that shape how a day feels.