Rituals

Rituals is a lifestyle and wellness brand founded in 2000 in Amsterdam, Netherlands by Raymond Cloosterman. Built around the idea of transforming everyday routines into meaningful moments, Rituals blends fragrance, body care, and home products into a holistic approach to self-care and well-being.

From the beginning, the brand’s philosophy has been simple: slow down and find beauty in small rituals. Inspired by ancient traditions from around the world – particularly Asian bathing, tea ceremonies, and mindfulness practices – Rituals creates products designed to bring calm, balance, and sensory pleasure into daily life.

Rituals fragrances are known for their soothing, comforting, and atmospheric character. Rather than focusing on bold or overpowering perfume structures, the scents often feature soft florals, clean musks, green tea, rice milk, sandalwood, citrus, and delicate spices. The result is a collection that feels serene, clean, and emotionally grounding.

Many of the brand’s most popular fragrance lines, such as The Ritual of Sakura, The Ritual of Ayurveda, and The Ritual of Jing, are built around specific wellness themes – renewal, harmony, relaxation, and inner peace. Each scent is designed to support a particular mood or ritual, whether it’s a shower, a moment of meditation, or a calming evening routine.