From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024) to support causes that improve the wellbeing of people and planet.

While our Profit Pledge might be a new structural commitment, many of the partners we support are not new to us. Over the past years, we’ve proudly supported multiple purpose-driven organisations with the aim to make a positive impact.

In 2025 and beyond, our Profit Pledge will become a cornerstone of our ESG & Impact strategy. And from next year, we will begin reporting on the progress we make with our partners. We look forward to sharing more about the organisations we support, the impact they create, and the role we can play in helping them thrive.

We know that a continued working relationship can have a greater impact on generating a stable income than a one-off donation. Last year we worked with Tiny Miracles as supplier of our co-designed Goodie bag and bracelets in our Summer Box of Joy and our beach bag gift with purchase. More than 13 millions bags and bracelets were made by the Tiny Miracles team in India, and they proved to be a huge success with our customers. Through the Profit Pledge, we sponsor the Tiny Miracles Foundation that provides healthcare and education to communities in Mumbai, India.

In 2024 Super Chill launched a free, easy-to-use app for kids aged 6+. Using meditation, mindfulness, and breathwork, the app helps children identify and express emotions and build on their mental resilience. With their mission to reach 10 million children in Europe Super Chill hope to build a future generation of kids with a healthy and positive mindset.

 In support of the global goal of conserving 30% of the planet by 2030, the team is dedicated to protecting the ocean’s most vital places. Pristine Seas fulfils this mission by catalysing the creation of marine protected areas through research, exploration, filmmaking, policy, and education.

It’s unfortunate that we live in a world where War Child must exist but it is an incredible organisation that specialises in supporting children affected by conflict. Their mission is simple, to ensure a safe future for every child living through war. With programmes aimed at psychological support, education, and protection in 16 countries impacted by war, their efforts help children experience childhood in an environment where they are safe to grow up, play, and learn. Their mission deserves not only our support, but everyone’s.

The charity addresses one of the world’s biggest environmental issues: overfishing. As a partner, Rituals supports Blue Marine’s ambitions to create large-scale marine protected areas, safeguard and restore vital ecosystems, and collaborate with local communities to encourage sustainable fishing. Its mission is to see at least 30% of the ocean effectively protected by 2030.

The Indigenous Arhuaco community of Columbia have been protecting their land as long as anyone can remember. This area contains some of the world’s most bio-diverse rainforests, which are hugely important in the fight against climate change. Sadly, over time, a lot of this land has been taken from them due to activities like logging and mining. Through Sacred Forests, we are sponsoring the Arhuaco to help them reclaim, reforest, and protect their land for generations to come. In collaboration with Sacred Forests, our goal is to protect 200,000 km2 of land.