Introduction: In this guest column, Rituals Director of Impact Niki Schilling talks about the brand’s ‘Clean, Conscious & Caring’ environmental, social & governance programme and the recently relaunched The Ritual of Namaste collection. She also addresses the company’s mission to deliver cleaner and kinder products that have a long-lasting positive impact on people and planet.
Clean and conscious consumerism is a significant growing trend within travel retail, whereby the customer’s decision to purchase is based on the impact a product will have on the planet as well as on themselves.
Travelling consumers want to know that what they are spending their money on will have a long-lasting positive impact on the environment as well as their body and mind.
As a leading luxury wellbeing and beauty brand, the rise of clean and conscious consumerism aligns with Rituals’ own ‘Clean, Conscious and Caring’ programme, which takes a 360-degree approach to sustainability.
Kinder practices for both people and planet have always been the driving force behind continuously enhancing Rituals’ collections with cleaner, kinder products that exude luxury, but are still accessible and affordable.
We have found that our approach resonates deeply with the rise of the clean and conscious travelling consumer.
Rituals distinguishes itself from its industry peers by going beyond the skin’s surface with our core focus on wellbeing. Our philosophy is grounded in the idea of turning simple acts into meaningful moments with collections inspired by ancient wisdom and backed by science.
The conscious consumer today is interested in caring for their body and mind through clean products because the state of the environment is inextricably linked to the state of their wellbeing. Also, the production process impacts the environment depending on how sustainable it is. Consumers are also invested in their personal health and view natural, sustainably sourced ingredients as beneficial to their wellbeing.
Our ‘clean’ pillar focuses on creating results-delivering products formulated with ingredients of natural origin. We combine naturalness with high quality to produce resounding results, which cannot be better showcased than with the re-launch of The Ritual of Namaste collection, made up of over 95% natural origin formulas and new refills.
Every ingredient in this collection is sourced consciously and speaks to the commitment Rituals has to consistently creating sustainable solutions for people and planet. Our 360-degree sustainability approach has led us to make The Ritual of Namaste collection cleaner, kinder and more effective.
Ashwagandha, wild indigo and bakuchiol are just a few of the natural hero ingredients used in this clean collection that restore and regenerate the skin.
Efficacy results for the Glow Line Serum show up to +86% increase in hydration, up to +28% increase in elasticity and up to +42% decrease in wrinkle depth. For the Night Cream, the same study shows up to +30% increase in firmness and up to +42% decrease in wrinkle volume.
The success of these products may be attributed to the power of clean and natural ingredients. The collection is a beautiful example of how treating the planet with kindness can deliver powerful results. Knowing that a product is good for them and the planet allows shoppers to feel great on the inside and look radiant on the outside.
For the clean and conscious consumer, sustainability is a holistic concept. It’s not a product sold in a bottle nor is it simply sustainable packaging. It’s a 360-degree look at a brand’s values, processes and final products. It’s how a brand makes them feel when they walk into a store or make a purchase.
Rituals has been on a journey of continued sustainability for the past two decades and our work is always evolving to deliver cleaner and kinder wellbeing experiences for our consumers.
The Ritual of Namaste is testament to the consistent resolve Rituals embodies to push the boundaries of what clean, natural, luxury products should look and feel like. Consumers walk out of our stores knowing that what they bring into their home and apply on their body will leave an everlasting footprint of positivity because it has a clean guarantee.
As a leading luxury wellbeing and beauty brand, Rituals has a holistic mandate to spread meaningful moments worldwide. Part of fulfilling this mission is meeting consumer demands amidst changing times. Research by m1nd-set indicates that over a third of international travellers feel stressed at some stage in their journey.
As our brand ethos is dedicated to imparting the ‘Art of Soulful Living’, we have a wonderful opportunity to remedy travellers’ anxieties. With scents, textures and sights that soothe the soul, our products and stores provide a moment of physical and mental zen. Shoppers walk away with their mind at peace and with a guarantee that our clean products will be great for their skin and great for the planet.
As sustainability continues to dominate consumer demands, the wellbeing and beauty industries must be holistic in their approach to meet and exceed expectations. Rituals is dedicated to consistently working towards our goals to deliver cleaner and kinder products that have a long-lasting positive impact on the environment and communities worldwide. 
