Sustainability Report 2025

Employees

As a wellbeing company, we put our heart and soul into everything we do. We work with energy and dedication, with curiosity and joy. Our winning mentality and deep-rooted desire to care creates a strong culture which drives our sustainable growth. In 2025, Rituals employed over 10,000 people across 21 countries.

Navigate to

Grow diverse talent

People development

Culture & engagement

9,336FTEs employed across 21 countries in 2024

Grow diverse talent

Attracting, retaining, and developing diverse talent is a key part of our business strategy, and our continued success depends on preserving and strengthening our company culture.

9,336

Average FTEs in 2025

(+9% vs 2024)

1,121

HQ Staff growth (+6% vs 2024)

Countries of operation

(vs. 20 in 2024)

Diversity, Equity, and Inclusion

We believe in the power and importance of Diversity, Equity, and Inclusion (DE&I) with respect to gender, age, nationality, and other differences. We embrace and celebrate our differences and the unique characteristics we each bring to our roles.

Pay equity at Rituals

We take gender equity seriously at Rituals and conduct an annual analysis of pay differences between men and women across the organisation. This supports our ambition to advance gender equality, promote a balanced representation of men and women across job levels, and uphold the principle of equal pay for equal work.

Pay equity at Rituals

Equal treatment is central to our approach, particularly when it comes to employee rewards. We strive for consistent and fair application of our policies to make the reward process transparent, authentic, and predictable, while recognising individual behaviours and contributions in a way that fosters a strong sense of fairness across the organisation.

Gender Pay Gap

A significant proportion of our workforce is employed in store-based roles, where women are strongly represented (93%). These roles are generally in lower pay bands than office-based roles, which affects the overall average pay comparison between men and women.

In 2025, our overall gender pay gap is at 28%. The gap is driven primarily by the distribution of men and women across different types of roles, rather than by differences in pay for comparable work. At the same time, the figure highlights the importance of continuing to review representation across all levels of the organisation.

Pay gap per grade

When we analyse the pay gap within job grades, the picture changes: the weighted gap is -1%. This indicates that, once job grade and employee distribution across grades are taken into account, pay differences are very small and overall pay is broadly comparable.

Job grade is the primary driver of pay differences across our organisation. In general, higher job grades correspond to higher average pay levels. To ensure a consistent and objective approach, all roles are evaluated and assigned a grade based on the Korn Ferry Hay methodology.

Pay differences may also be influenced by factors such as experience and job type. For example, if employees within the same job grade have different levels of experience, this may be reflected in pay outcomes through the additional skills, knowledge, and expertise built over time

	Overall pay gap	Pay gap per job grade
Rituals overall	28%	-1%
Austria	-1%	0%
Belgium	0%	0%
Denmark	-11%	1%
France	10%	0%
Germany	14%	0%
Ireland	3%	1%
Italy	19%	1%
Netherlands	47%	2%
Norway	-7%	-2%
Poland	-1%	-1%
Portugal	15%	0%
Spain	18%	0%
Sweden	43%	2%
Switzerland	3%	-3%
UK	14%	1%

Calculation methodology

The gender pay gap shown above is presented for Rituals overall and for each country with at least 250 employees. It reflects the difference between the average pay of female and male employees, expressed as a percentage of the average pay of male employees. The second column shows the weighted average gender pay gap per grade for each country.

For the purpose of this calculation, pay includes base salary as well as variable pay components, including bonuses and allowances. Certain benefits, such as meal vouchers and travel costs, are excluded on the basis that they are fixed in nature, applied consistently across employees, and therefore unlikely to contribute materially to gender-related differences in pay.

All employee data has been converted to a full-time equivalent basis of 1.0 FTE, and all amounts are reported in gross EUR. The workforce included in the analysis is based on the employee population as of 1 February 2026, with pay data referenced as of 31 December 2025.

Hiring and onboarding

New office employees that join our central and local head offices are welcomed via a two-day Rootcamp programme, held in Amsterdam and presented partly by the Executive Leadership Team. A digital Onboarding journey also helps ensure a smooth start over the new joiners’ first 100 days.

People and development

Supporting our employees’ development is an important part of keeping our people engaged. For our store and office employees, we have simplified our grading structure, and a clearer, more refined approach is now in place for store managers, too.

To help our managers lead strong teams, we offered Performance & Growth and Career Development workshops during the year. Among other skills developed, the managers are given an opportunity to learn about and practice “Grow conversations”, which happen mid-year and focus on the wellbeing and continuous development of our employees.

All trainings for store and office personnel are made available via the Book of Rituals; our one stop shop for extensive learning opportunities.

Culture & Engagement

At Rituals, we are driven by a deep-rooted desire to care for our customers, ourselves, the world, and each other. Maintaining a strong culture is our winning ingredient and key for success. To strengthen our culture, we focus on engagement, living our FOAM values (detailed below), and creating a safe and inclusive work environment.

People pulse

Employee satisfaction, wellbeing, inclusion, and engagement are measured on a regular basis through our People Pulse Survey.

Our overall Engagement score of 8.0 in 2025 was above the industry benchmark of 7.7.

Culture

Our cultural formula can be described as “Play to Win” and “Love to Care”. We combine Positivity, Curiosity, Humour, and Humbleness as essential ingredients for creating a strong, enduring culture.

Wellbeing

We want our employees to grow and reach their potential. Our annual performance and growth cycle supports a thriving, winning culture and is designed to help employees in our stores and offices worldwide feel valued, heard, and supported.

Continue exploring...

Suppliers

Diversity, equity and inclusion

We strive to achieve gender balance at all levels of the organisation, including within the Executive Team, which consists of the Executive Directors, Managing Directors, and the Executive Committee. As of 31 December 2025, the team comprised 16 women and 15 men (compared with 15 women and 14 men in 2024), representing a broad mix of backgrounds, experiences, qualifications, knowledge, skills, and perspectives.

Our workforce is diverse not only in gender and nationality, but also in age, allowing us to benefit from both extensive experience and fresh perspectives. On average in 2025, our employee headcount distribution by age, excluding seasonal and temporary workers, was as follows: 12,872 employees under the age of 30, 5,124 employees between 30 and 50, and 1,041 employees over the age of 50.

As part of our continued efforts to strengthen our culture, we launched our internal and external commitment to Rituals’ Diversity, Equity & Inclusion principles in 2025 through our DE&I Pledge. Signed by our full Executive Committee, the Pledge affirms our commitment to caring for everyone and to fostering a diverse workplace where all employees feel they belong and have equal opportunities to succeed.

Our DE&I dashboard provides direct insight into our diversity data and helps guide our KPIs. Based on these insights, we introduced targeted hiring strategies for departments at our headquarters during the year, including actions aimed at addressing the underrepresentation of certain age groups, nationalities, and genders within our teams.

We also continued our monthly Inclusion Talks in 2025 informal online sessions open to all employees and led by internal and external speakers. The talks cover all kinds of DE&I subjects, such as neurodiversity, accessibility and disability, and cultural differences.

Lastly, our Employee Resources Groups (ERGs) on LGBTQIA+ and various cultures have become more structured and active with more participants and initiatives being rolled out on a global scale.

employee distribution by age in headcount

under 30 years old

12,872 (10,946 in 2024)

68%

between 30-50 years old

5,124 (4,737 in 2024)

27%

over 50 years old

1,041 (892 in 2024)

Hiring and onboarding

New managers in our offices are supported by a digital Manager Onboarding journey to set them up for success with their teams. Store managers receive their own fundamentals training to ensure necessary knowledge and skills to lead their team and smooth shop operations.

For our Retail organisation, we have started a new hiring approach in the DACH region (Germany, Austria, Switzerland), using short, gamified assessments rather than assessing CVs, to enable faster, fairer, potential-based selection.

People Pulse

Our People Pulse response rate increased from 77% in 2024 to 81% in 2025, and our overall Engagement score of 8.0 (vs 8.1 in 2024) is above the industry benchmark of 7.7.

Additionally, our global eNPS score (expressed in ‘how likely are you to recommend Rituals as a place to work?’) remains high at 46, placing us is in the top 25% companies for employee advocacy in the Retail Industry.

Our People Pulse is just one of the tools we use to measure and monitor the engagement, health and wellbeing, and diversity and inclusion of employees on all levels. This data helps our managers and team leaders better understand their people and enables them to act on employee feedback themselves. Year on year we analyse trends within this data and the impact of internal and external factors to improve the employee experience.

Culture & wellbeing

Our approach is underpinned by FOAM: our simplified and relaunched framework to strengthen our key behaviours:

Focus on the customer
Ownership
Aim big act small
Meaningful connection

With an activation campaign launched in 2025, we reminded employees to live and breathe our FOAM values in everything they do. Multiple internal posts were shared to inspire our people, and we launched a global interactive FOAM game to drive engagement. The aim was to help employees, both in stores and offices, to turn our values into action, in a playful and effective way. Teams could play against each other, solving challenges and putting into practice FOAM behaviours in their daily work.

In June 2025, we held our first Global SOUL Event, designed for our top 200 senior leaders from across the world. It offered them a space to connect, reflect, share and learn. During the event we celebrated 25 years of Rituals and launched the inspiring Culture House, defining what makes our culture so unique. We also introduced our four obsessions, which capture our entrepreneurial mindset: Customer obsessed, Talent obsessed, Simplicity obsessed, and Cost obsessed. We asked our senior leaders to cascade the Culture House and four obsessions to their teams and bring these to life with clear action plans.

Wellbeing

Our care extends to our employees’ mental health, too. We provide them with access to professional psychological support, financial budget coaching, online yoga and meditation classes, and continuous development opportunities. As part of our “Play to Win x Love to Care” commitment, we organised a Mental Health week in October 2025 to create awareness and enhance employees’ (mental) wellbeing. Employees took part in empowering webinars about building reliance, maintaining clear boundaries, and other assertive topics. We also shared useful resources like mindfulness guides and stress management tools to support their mental resilience.

Employee benefits are an important aspect of our employee offering, and we seek to offer attractive benefits to our people each year. In 2025, initiatives included additional leave days, seniority days, and improvements to office spaces across various locations. We also support a healthy lifestyle by promoting healthy lunches, fitness through access to a range of sports classes and venues, participation in activities such as the Amsterdam Marathon and discounts on gym memberships.

09/21/2026 15:28:21