Key takeaways on Rituals Cosmetics’ strong 2025 growth
- Rituals reported €2.43bn in revenue for 2025, up 15.7% year on year.
- Over 200 new stores opened globally, including major European flagships.
- The brand plans further Asia expansion and innovation in 2026.
- Mind Oasis locations will continue to grow as demand for experiential wellbeing rises.
- Refillable packaging sales increased 22% to 9.9 million units in 2025.
- Retail experience remains central to Rituals’ brand‑building strategy.
As it celebrates its 25th anniversary, Dutch beauty and lifestyle company Rituals reported revenues of €2.43bn – an impressive year‑on‑year increase of 15.7%.
The business, which was founded in 2000 by Raymond Cloosterman, now has around 1,500 stores, as well as a presence in around 4,800 points of sale across 33 countries.
In 2025, the company launched more than 200 stores worldwide, including flagship openings on Oxford Street in London, Bahnhofstrasse in Zurich and Tauentzien in Berlin.
Mind Oasis concept expands across Europe and beyond
Looking at the year ahead, Cloosterman said that “2026 will be a year of investment focused on maintaining momentum.” He announced that the company will continue its expansion in Asia, accelerate innovation, and progress the rollout of its Mind Oasis concept.
The proposition is present in eleven locations in the Netherlands, Spain, France and the United Kingdom, with further openings planned for 2026.
The experiential wellbeing concept combines science‑based techniques for mental relaxation with the wisdom of ancient practices, aiming to reduce stress and anxiety, improve sleep quality and enhance overall wellbeing. Treatments such as the Brain Massage use breathing techniques and sound vibrations to bring the customer into a meditative state, while the Hydro Massage – a clothes‑on massage on a warm waterbed – includes red light therapy to help reduce stress.
Refillable packaging and retail experience remain strategic priorities
Rituals Cosmetics will also increase its focus on refillable packaging, with 9.9 million refills sold in 2025 – 22% more than the previous year.
In a previous interview with CosmeticsDesign‑Europe, Cloosterman said that Rituals is all about personal and sustainable wellbeing. “People all over the world live their lives at high speed and do things on the automatic pilot, so I was looking for a way to change that,” he said. “Our focus is to promote rituals of kindness, compassion, and love, aiming to offer our consumers all over the world more meaningful moments that help transform their lives.”
Cloosterman also said that the brand invests significantly in its stores because “it’s the epicentre of our company”. “This is the place where people can truly experience our brand and enjoy luxury in all its senses,” he said. “A unique store experience is crucial as we’ve learned that this helps create a connection with our customers. People fall in love with our philosophy and products because of our most valuable marketing asset – our stores.”
He added that the travel retail industry has also been an important channel for global brand building, as this is where many people discover new cosmetics brands.