Rituals Cosmetics

Rituals Cosmetics is a Dutch beauty and lifestyle company founded in 2000 by Raymond Cloosterman. The brand’s central idea is to turn everyday routines into moments of well-being, drawing on bathing, fragrance, and self-care traditions as inspiration for product collections. It operates in the personal-care and beauty space while extending its offer into home fragrance and related lifestyle goods. Its assortment is best known for body-care and bath products, including shower foams, body creams, scrubs, and soaps. Fragrance is another major part of the brand’s offer, with products for the body and home, alongside skincare and selected cosmetics. Collections are often organized around named themes and scent profiles, allowing related products to be bought as coordinated routines or gifts. Examples include The Ritual of Sakura, The Ritual of Ayurveda, The Ritual of Hammam, and The Ritual of Jing. The company’s retail model combines its own stores and online sales with distribution through other retail channels. Its website presents a country-and-language selector, including a Netherlands market option, and the brand serves customers in Europe and other international markets. It positions itself above basic everyday toiletries through sensorial product experiences, giftable presentation, and an emphasis on relaxation and personal well-being. Rituals remains a privately held company. Founder Raymond Cloosterman is its best-known executive and has led the business as chief executive. CVC Capital Partners acquired a minority stake in the company in 2021; the transaction did not make Rituals a publicly listed business. The brand continues to develop its beauty, body-care, fragrance, and home-wellness ranges under the Rituals name.

Rituals Cosmetics was established in the Netherlands in 2000 by Raymond Cloosterman. From its beginning, the company built its brand around the idea that everyday routines—such as bathing and caring for the body—could be made more enjoyable through considered scents, textures, and presentation. This concept gave the business a distinctive position between conventional personal-care products and broader lifestyle retail. The company developed a portfolio spanning bath and body care, skincare, fragrance, and home products. Rather than organizing the range solely by product category, Rituals has used themed collections that bring together complementary items under a shared scent or inspiration. Collections such as The Ritual of Sakura, The Ritual of Ayurveda, The Ritual of Hammam, and The Ritual of Jing have become recognizable parts of the assortment. Product formats include shower foams, body creams, scrubs, soaps, and home-fragrance products, with gift sets supporting the brand’s gifting business. Rituals expanded its presence through a combination of branded retail locations, e-commerce, and sales through retail partners. Its business grew beyond its Dutch origins into European and international markets. The company’s country-and-language selector reflects its multi-market online operation, though the markets and languages available can vary by location. In 2021, investment firm CVC Capital Partners acquired a minority stake in Rituals. The investment brought in an external shareholder while the business remained privately held rather than becoming publicly listed. Raymond Cloosterman is the company’s founder and its most prominent executive. Rituals continues to operate as a beauty and lifestyle business, with its offer focused on personal care, fragrance, and products associated with home and well-being.

• 2021

  CVC Capital Partners acquired a minority stake in Rituals.

• 2000

  Rituals Cosmetics was founded in the Netherlands by Raymond Cloosterman.

A premium Dutch beauty and lifestyle brand centered on sensorial self-care, well-being rituals, fragrance, and giftable products.

• The Ritual of Sakura

  A themed body-care and fragrance collection.

• The Ritual of Ayurveda

  A themed collection within the Rituals body-care and lifestyle range.

• The Ritual of Hammam

  A themed collection within the Rituals body-care and lifestyle range.

• The Ritual of Jing

  A themed collection within the Rituals body-care and lifestyle range.

1. 1Rituals Cosmetics Webshop | Country Selectorrituals.com