Organization
At Rituals, our commitment to sustainability continues to drive our actions and achievements and we are proud of the progress we made in 2025 across our environmental, social, and governance (ESG) performance.
We are proud
to be recertified as B Corp this year.
Raymond Cloosterman
Word of the CEO
As we celebrate 25 years of Rituals, we are proud of how far we have come. What started as a small idea in a basement in Amsterdam has grown into a global wellbeing brand, reaching millions of customers around the world. With that scale comes responsibility. That is why sustainability continues to play an important role in how we do business and how we create value beyond our products.
2025 marked an important milestone in that journey. It was the first year of our 10% Profit for Impact commitment, turning a promise into action. Through partnerships focused on protecting nature and supporting the wellbeing of future generations, we started creating positive impact through our Profit for Impact programme. At the same time, we continued to see customers embrace more conscious choices, with more than 10 million refills sold worldwide in 2025.
We also continued to strengthen how sustainability is embedded in our business. From advancing our environmental and social ambitions to improving how we measure, manage and report our impact, we are building the foundations for long-term progress.
This report reflects that commitment. It shares both where we made progress and where more work lies ahead.
Together with our colleagues, partners and customers, we remain committed to building a business that contributes to the wellbeing of both people and planet, while helping create a more sustainable future.
About Rituals
At Rituals, our aim is to be an iconic wellbeing brand with a focus on responsible business practices. By integrating sustainability considerations into our decision making, and through initiatives such as our 10% Profit Pledge, we seek to continue to positive social and environmental outcomes.
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B Corp
Rituals is proud to be a Certified B Corporation™ meeting the verified standards of social and environmental performance, transparency, and accountability. It reflects our commitment to continuous improvement and to managing our impact on people and the planet.
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Highlights of our B Corp Certification
Governance
We publish an annual sustainability report to provide transparency on our social and environmental impact.
Our company bylaws include a commitment to considering people and planet in business decisions.
Our Code of Conduct and Whistleblower Policy are communicated to all employees through a dedicated training module.
Environment
We measure our carbon footprint and have committed to reducing our Scope 3 greenhouse gas emissions intensity per euro of gross profit by 51.6% by 2030, compared with our 2021 baseline.
We offer a wide range of refill products. Compared with the original products, our refills use less packaging material.
Community
Our Diversity Equity and Inclusion board and Ambassador Group drive programmes that support and strengthen our culture.
We proudly support the Tiny Miracles Foundation, Sacred Forests, War Child and the Super Chill Foundation.
Employees
We regularly measure employee satisfaction, wellbeing, inclusion, and engagement through our People Pulse Survey.
Our wellbeing programme, employee review process, and career development journey have received external recognition.
We provide healthcare and retirement programmes for employees across our shops and offices worldwide.
Customers
We handle customer data responsibly and in accordance with the GDPR.
We have a dedicated Data Security Office and cyber security team to help safeguard our data and systems.
We actively incorporate customer feedback into our product development process.
We offer free wellbeing content for our customers, including articles, masterclasses, meditation sessions, and yoga practices through our app, social channels, and online magazine.
Materiality assessment overview
Impact analysis
To better understand where we can make the most meaningful impact, we conducted an impact materiality assessment. This helped us identify the ESG topics that matter most to our business and to our stakeholders.
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Governance
Governance ethics and business conduct are key to preserving Rituals' values and passionate beliefs. We have a Code of Conduct in place, a Whistleblower Policy, and an Integrity Committee advising the Executive Committee.
Each year, Rituals reviews the Code of Conduct to ensure it reflects the current operating context and the latest legal requirements. The Code of Conduct and Whistleblower Policy are part of our onboarding program and the mandatory fundamentals training.
Code of conduct
At Rituals, all team members are expected to report misconduct, supported by clear guidelines and policies shared during the onboarding process.
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Code of Conduct
We attach great importance to a safe and healthy workplace for our employees, so we have made it the responsibility of all Rituals team members, including those working per assignment within our workspaces, to speak up when they see misconduct. We have a process in place to escalate reports of misconduct, and our Code of Conduct and Whistleblower Policy are shared with all employees when starting their employment or assignment.
Our Code of Conduct demonstrates how we put Rituals’ values and passionate beliefs into practice. These values help current and future employees and business partners to understand our company culture, brand values, and the behavioural qualities we require of those who work with us. The policy outlines Rituals’ principles on human rights, discrimination, conflict of interest, money laundering, corruption, and tax evasion.
Grievances
We encourage employees and stakeholders to raise concerns through our grievance mechanisms. These processes help us identify issues, address them where needed, and drive continuous improvement across our organization.
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Grievances
Over the course of the year, we received 52 grievances. These covered a range of issues, reflecting mostly workplace-related concerns.
We completed all 52 cases during the reporting period. The outcomes were diverse and included solutions reached through mediation, corrective measures implemented by the company, compensation where appropriate, and in some cases, adjustments to our internal policies. Importantly, follow-up activities were carried out in 26 cases to ensure that agreements were implemented effectively and that commitments were sustained over time.
On average, cases were resolved within 48 days, reflecting our efforts to balance thorough investigation with timely resolution. We aim to close cases after 30 days without response from the reporter.
We are also working to measure the satisfaction of stakeholders who use the mechanism as a critical indicator of trust and credibility. We aim to report the satisfaction rate next year.
No requests were rejected in 2025 as all the requests fell inside the scope of the mechanism. We recognise the importance of providing clarity in these decisions and each rejection will be accompanied by an explanation to the parties involved.
Indirect Lobbying
Rituals does not engage in any lobbying activity itself and did not make any financial or in-kind political contributions in 2025. However, Rituals does engage in philanthropic partnerships and is part of coalitions and industry bodies that engage in lobbying and advocacy; these are screened annually to ensure compliance with our Responsible Lobbying Policy.
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Indirect lobbying
A summary of the material lobbying positions and intermediary organisations are listed below, categorised by memberships and philanthropy:
Memberships:
- Rituals is a member of the B Corp Beauty Coalition, which engages in advocacy to inspire systemic change and collective action ahead of COP30 as part of their Go Beyond campaign. No political contributions were made as part of the campaign. This maps to the UN Sustainable Development Goal (SDG) 17 – Partnership for the Goals.
- Rituals is a member of the NCV (Nederlandse Cosmetica Vereniging), who actively engaged in the revision of the European Urban Waste Water Directive (UWWTD) to ensure that the 'polluter pays' principle is applied fairly and proportionally across all sectors. No financial or in-kind contributions were made to political parties or political actors by NCV in 2025. This maps to SDG 16 – Peace, Justice and Strong Institutions.
- Rituals is a member of the industry initiative Commit for our Planet, whose members engage in advocacy to reduce the environmental impact of the cosmetics and personal care industry in Europe. This maps to SDG 17 – Partnership for the Goals.
Partnerships:
- Through our Profit Pledge partnership with Sacred Forests, Pristine Seas, Frankfurt Zoological Society, ARK Rewilding, Stichting De Noordzee, and the Blue Marine Foundation, we engage in advocacy to protect and restore (rain)forests and oceans. This maps to SDG 14 – Life below Water, and SDG 15 – Life on Land.
- Through our Profit Pledge partners Super Chill, UNICEF, War Child, and NatuurWijs, we engage in advocacy to champion mental wellbeing, especially for future generations. This maps to SDG 3 – Good Health and Wellbeing.
Environment
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About Rituals
Guided by our philosophy of turning everyday routines into more meaningful moments, we create products inspired by ancient traditions that encourage our customers to find happiness in the smallest things. Through our broad innovation portfolio across body care, home fragrances, natural skin care, men’s care and home wear, we invite our consumers to enrich their daily lives with moments of wellbeing.
As part of our commitment to continuously reducing our negative environmental impact, we are working to lower our carbon emissions, improve our packaging designs, and increase the overall biodegradability of our rinse-off formulas.
On the people side, we aim to make a positive impact by continuing to strengthen workplace wellbeing for our employees and mitigate human rights risks in our supply chains.
Next to our sustainability efforts, our 10% Profit for Impact forms a cornerstone of our Impact Strategy and translates our commitment to people and planet into tangible action. By pledging to donate 10% of our net profit every year, we aim to contribute to the protection of nature and biodiversity and the protection of youth.
Finally, healthy ecosystems play an important role in supporting biodiversity and climate resilience, while initiatives focused on youth development can help young people build skills and confidence to navigate future challenges.
B Corp
As a Certified B Corporation™, we meet B Lab’s verified standards for social and environmental business practices. We strive to be transparent and accountable for our impact and adapt our practices to reflect evolving social and environmental issues—aligning with consumer demands and values.
In 2024, we reported our latest recertification result: 93.5 points. Our journey as a B Corp is ongoing, and we continuously strive to uphold the principles of this certification. Meanwhile, the B Corp standard has undergone a refresh, with new standards released in 2025, raising the bar with updated requirements and a stricter verification process. We’re maintaining momentum and preparing now—challenging ourselves to meet the new, verified standards as we work toward our next recertification by September 2026.
Under the updated approach, we are required to demonstrate meaningful action across seven key social, environmental, and governance Impact Topic areas:
- Climate Action: Working to be part of the solution by taking actionable steps towards limiting global warming to 1.5℃ by 2050.
- Purpose & Stakeholder Governance: Live by a clear and meaningful purpose that promotes a positive social and environmental impact and considers the interests of all stakeholders—not just shareholders.
- Environmental Stewardship & Circularity: Commit to understanding our environmental impact, including taking action to address negative impacts in order to contribute to an economy that preserves our natural resources.
- Human Rights: Treat people with dignity and respect human rights, taking due diligence seriously on how our business and operations impact people.
- Fair Work: Create workplaces where all employees can thrive, through quality jobs and positive workplace culture.
- Government Affairs & Collective Action: Collaborate with others in our community to make a positive impact and drive systemic change—beyond what we could achieve alone.
- Justice, Equity, Diversity & Inclusion: Commit to an inclusive workplace and embedding equity and justice into how we operate.
Impact Analysis
We mapped the most important ESG themes (environment, social and governance) with our internal and external stakeholders via a survey.
When engaging with stakeholders—which included our customers, employees, suppliers, financial institutions, and NGOs—we used a simplified long-list of sustainability matters and a scoring mechanism. This resulted in a series of themes that, according to the stakeholders, are relevant for Rituals. We analysed the results and then discussed and validated them with our Executive Committee.
The assessment identified the following topics as material: Climate Change, Pollution, Circularity, Biodiversity, Water, Own Workforce, Workers in the Value Chain, and Business Conduct.
Our materiality assessment is an ongoing process and in the upcoming years we are working towards alignment with the Corporate Sustainable Reporting Directive (CSRD) requirements.