In a time when mindfulness and self-care were not yet mainstream, Rituals embraced these concepts. Cloosterman added, “We were almost too early with the well-being concept. But as the movement grew, Rituals was poised to lead the way.”

Over the years, Rituals has evolved from a beauty and wellness brand into a broader champion of mindfulness. “We’ve seen well-being evolve beyond products alone. It’s much bigger now, encompassing experiences and content,” Cloosterman noted.

This evolution is epitomised in Rituals’ flagship stores in Paris, Amsterdam, and London, which feature innovative offerings like the Mind Oasis. “It’s a pod where you sit in a zero-gravity chair surrounded by vibrations, light, fragrance, and music specifically designed for your brain. Half an hour in this pod equals two-and-a-half hours of deep sleep,” he explained. Though currently limited to Europe, Cloosterman dreams of bringing such innovations to Asia.

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Cloosterman acknowledges the inherent tension between luxury and sustainability in a market often defined by excess. “Luxury is often about more—more packaging, more ingredients. Meanwhile, sustainability is always about less. There’s a paradox. But at Rituals, we embrace that paradox,” he said. 

As one of the first beauty brands to achieve B Corp certification, they’ve embraced what Cloosterman calls “the ultimate challenge”: reconciling luxury with environmental responsibility. This commitment manifests in tangible ways: reformulating products to be over 90 per cent natural origin, creating comprehensive refill systems, and implementing a remarkable profit pledge. The company has also said it will invest 300 to 400 million euros over the next decade in initiatives ranging from protecting Colombian rainforests to preserving ocean ecosystems.

A standout initiative is Rituals’ profit pledge, which allocates 10 per cent of net profits to environmental and social causes. Projects range from rainforest conservation in Colombia to community support programs in India. Collaborating with the Tiny Miracles Foundation, Rituals provides work and education opportunities to women and children in Mumbai, breaking cycles of poverty.

“We help young kids and their mothers to get to a different life, to take them out of the poverty cycle. We have a connection with big parts of Asia because we take our inspiration from Asia and India is one of my favourite countries to travel to. So we help the foundation and we also provide the mothers with work. We pay them three times the minimum income, so they can save money for the doctor, pay for the school and get their kids a proper education. And this is a very powerful thing,” adds Cloosterman.

To date, 8 communities and more than 3,000 community members are actively engaged. Tiny Miracles has started a clean water programme, a public health clinic, and raising women’s and men’s wages. 

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Rituals’ entry into Asia reflects its deep appreciation for the region’s cultural richness. The flagship store at KLCC highlights this connection, featuring the Amsterdam Collection—a blend of Asian and European design elements inspired by the 17th-century trade. Beyond its design, the KLCC store offers immersive experiences, from indulgent gift sets to car fragrances. “The car is one of the last bastions of ‘me time.’ Why not create a luxurious car fragrance that makes even a traffic jam enjoyable?” he joked.

Cloosterman credits his creativity to interactions with “positive and creative people” and his passion for travel. “Observing rituals in different cultures inspires me daily. It’s about taking these everyday moments and making them extraordinary,” he said.

As Rituals continues to open stores at a rapid pace—approximately one every working day—the brand remains committed to its ethos. “It’s not about the speed of expansion. It’s about staying true to our mission of well-being, sustainability, and making life a little more beautiful,” Cloosterman concludes.

When asked about his hopes, he reflects on a broader human experience. “There are more planets in the universe than grains of sand on this one planet, and we fight so much,” he says, revealing a deep hope for human connection and understanding. His personal motto, embroidered on his shirt cuff—“those who do not believe in magic will never find it”—serves as both a personal mantra and a brand philosophy.

This article is part of Business of Good, a series that spotlights global leaders and how they meet the challenges of the modern world through innovation and impactful action. Find new stories every Wednesday on TatlerAsia.com.

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