NETHERLANDS. Rituals Cosmetics is marking its 25th anniversary with strong 2025 financial results, posting a +16% year-on-year revenue increase to €2.43 billion, and EBITDA of €545 million (22.5% margin).
The strong revenue growth positions the Dutch luxury beauty and wellbeing brand as one of the fastest-growing in the world.
Reinforcing its commitment to wellbeing, the company is allocating its 10% Profit Pledge through a €30 million donation to impact projects this year.
Since its founding 25 years ago by a team of three in a canal-side basement in Amsterdam, Rituals has grown to nearly 1,500 boutiques and more than 4,500 department stores and luxury perfumeries across 33 markets.
The brand set new growth records in France, Italy and the UK in 2025.
2025 travel retail expansion
More than 200 boutiques opened last year across global markets, including flagship locations on Oxford Street in London, Bahnhofstrasse in Zurich and Gràcia Street in Barcelona.
Travel retail has further supported Rituals’ growth strategy, with boutiques opening at key airports, including Frankfurt, Manchester, Edinburgh and Stockholm Arlanda.
Among the notable highlights was the travel retail debut of Mind Oasis at Amsterdam Schiphol, offering travellers its immersive hydro- and brain-massage wellbeing experiences.
Targeting high-value consumers in Asia Pacific’s busiest hubs, Rituals has accelerated its expansion through strategic partnerships, notably with Hong Kong Disneyland Resort and cdf-Sunrise Duty Free.
The company also highlighted a strong omnichannel performance, supported by online sales contributing over 20% of total revenue.
Beyond Europe, the brand also recorded strong growth in Greater China and The Middle East.
Innovation at the core of growth strategy
Innovation remains central to Rituals’ growth strategy, with 200 product innovations extending its core wellbeing and lifestyle categories and sustaining double-digit growth.
As one of the first B Corporation-certified beauty brands, Rituals has further enhanced its refill programme, with close to 10 million refills sold in 2025, up +22% year-on-year.
Further advancing its sustainability drive, the company is transitioning to more circular glass packaging to support refill use and encourage packaging reuse.
To support its ambition to lead the premium wellness industry, the brand has developed innovative experiences, including Mind Oasis.
The wellness concept made its travel retail debut at Amsterdam Airport Schiphol in April 2025.
It has expanded to 11 locations across the Netherlands, France and the UK, with further international and travel retail openings scheduled for 2026.
The concept reflects Rituals’ holistic approach to personal care, combining immersive Mind Oasis experiences and treatments such as Brain and Hydro massages with thoughtfully designed retail spaces.
Rituals Founder & CEO Raymond Cloosterman said: “Our 25th anniversary is a milestone for everyone who has contributed to building Rituals into this wonderful company. I am immensely proud and grateful.
“It has always been my dream to create a global ‘Feelgood Luxury’ brand. A unique proposition within the industry. Combining high-end luxury products with an accessible price point and creating positive impact, we are redefining luxury.
“Looking ahead, 2026 will be an investment year focused on sustaining our momentum. We will refit 1,500 stores, expand further in Asia, accelerate new product innovation and continue the roll-out of Mind Oasis. Our ambition is clear: growing our business while making a positive impact on people and planet.”
Growth with impact
Marking the first year of its Profit Pledge in 2025, the brand allocated 10% of net profits to initiatives supporting youth mental wellbeing and environmental protection.
The total contribution reached €26 million in 2025 and is projected to exceed €30 million in 2026.
In its first year, the Profit Pledge supported youth wellbeing-focused organisations, including UNICEF, War Child and Super Chill, benefitting 69 million young people worldwide.
This includes 1.3 million children in the Netherlands and Germany reached through Super Chill, an innovative mental resilience app.
In addition, the company has partnered with leading organisations worldwide and regionally, such as National Geographic Pristine Seas, Blue Marine Foundation, Sacred Forests and Frankfurt Zoological Society.
Through these partnerships, Rituals has helped protect 390,000sq km of ocean and 220,000 hectares of rainforest, including 20,000 hectares in Colombia reclaimed with indigenous communities.
Rituals also supports Profit for Good, a movement encouraging companies to dedicate at least 10% of profits to social and environmental impact. ✈
