Sustainability Report 2025

10% profit for Impact

Our commitment

At Rituals, we believe wellbeing means caring for body, mind, and soul. With mental health expected to become the leading cause of disease worldwide by 2030, we are committed to making a positive impact in this space.

Spending time outdoors is a very powerful way to restore balance. Our 10% Profit Pledge helps people reconnect with nature to support emotional wellbeing and calm. At the same time, through the Profit Pledge, we support organisations dedicated to protecting our planet’s oceans, forests, and biodiversity.

Our Commitment

From 2025 onwards, we commit to spend 10% of our annual net profit to support causes that aim to improve the wellbeing of people and planet.

2025 was the first official year in which we used our 10% Profit for Impact to support a portfolio of partnerships focused on protecting nature and supporting children’s emotional wellbeing. Some of these partnerships build on long-standing relationships with purpose-driven organisations we have supported for many years, while others reflect new collaborations established in 2025.

Our Partners

War Child

Wellbeing of People

War Child

We are a proud supporter of War Child, with Raymond Cloosterman, our CEO, serving on the Supervisory Board since 2012. War Child is a specialist charity that supports children affected by conflict and war through programmes focused on resilience and mental wellbeing. Through the Profit Pledge, Rituals supports War Child’s work, including initiatives that help expand its reach, respond to emergencies, and further develop how it supports children affected by conflict.

Tiny Miracles

Rituals is the founding partner and proud supporter of Tiny Miracles since 2011. Tiny Miracles is a foundation and social enterprise with an important mission: to help find scalable solutions to poverty and inspire others to do the same. Through the Profit Pledge, Rituals supports the foundation's programmes focused on access to healthcare and education for communities in Mumbai, India. Rituals also works with Tiny Miracles as a supplier. Our co-developed products handmade by the women of Tiny Miracles help create income and life-changing opportunities for them and their families.

Tiny Miracles

Wellbeing of People

Super Chill

Wellbeing of People

Super Chill

What if we could help kids build mental resilience from a young age? That's exactly what the Super Chill foundation aims to do. Super Chill offers a free, easy-to-use app for kids aged 6+, as well as other tools, such as a card set and activity journal, all designed to help them navigate moments of discomfort in a more positive way. Using playful exercises inspired by yoga, meditation, mindfulness and breathwork, these tools encourage children to see their mind as their superpower. Through the Profit Pledge, Rituals helps make these tools accessible to children and caregivers, supporting the foundation's mission to reach 10 million children and build a future generation with a healthy and positive mindset.

UNICEF

Wellbeing of People

UNICEF

UNICEF works to protect every child's right to survive, thrive and fulfil their potential. Through the Profit Pledge, Rituals supports UNICEF's Mental Health Thematic Fund, which focuses on initiatives to train professionals, reduce stigma and strengthen data and evidence related to youth wellbeing. Rituals is also a member of the UNICEF-led Global Coalition for Youth Mental Health, which aims to support 150 million children and young people across 150 countries by 2030.

UNICEF

Global Coalition for Youth Mental Health

Sacred Forests

Wellbeing of Planet

Sacred
Forests

The Indigenous Arhuaco People have been protecting their land in Colombia for 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 the Profit Pledge, Rituals supports the conservation enterprise Sacred Forests and its work with the Arhuaco People to help reclaim, reforest and protect their land for future generations. This work also contributes to Sacred Forests’ broader goal of helping to protect 200,000 hectares of land.

Pristine Seas

Wellbeing of Planet

Blue Marine Foundation

Wellbeing of Planet

Blue Marine Foundation

Rituals also supports Blue Marine Foundation and its broader marine conservation mission, aligned with wider global efforts to effectively protect at least 30% of the ocean by 2030. Blue Marine works to address one of the world’s biggest environmental challenges: overfishing. Through this partnership, Rituals supports Blue Marine’s initiatives focused on marine reserves, safeguarding and restoring vital ecosystems, and collaborating with local communities to encourage sustainable fishing.

Frankfurt Zoological Society

Wellbeing of Planet

Frankfurt Zoological Society

Frankfurt Zoological Society (FZS) is an international conservation organisation focused on protecting wildlife and ecosystems through support for protected areas and outstanding wild places. Through the Profit Pledge, Rituals supports FZS and its work in the Ukrainian Carpathians. This support contributes to initiatives focused on strengthening the management of protected areas, supporting nature conservation activities, and providing opportunities for children and families affected by the war in Ukraine to spend time in nature.

The North Sea Foundation

Wellbeing of Planet

The North Sea Foundation

The North Sea Foundation (Stichting de Noordzee) is a Dutch marine conservation organisation focused on marine ecosystem restoration, protection and sustainable use in the North Sea region. Through public affairs, policy engagement and strategic communication at national and international levels, the organisation works on initiatives that support a healthy and resilient North Sea. Through the Profit Pledge, Rituals supports the organisation and its marine conservation work.

ARK Rewilding Nederland

Wellbeing of Planet

ARK
Rewilding Nederland

ARK Rewilding Nederland is a foundation focused on restoring natural landscapes and supporting biodiversity through nature development projects in the Netherlands. Through the Profit Pledge, Rituals supports ARK Rewilding Nederland and its work in Het Groene Woud, where agricultural land is being transformed into nature. The organisation works with partners to support ecological restoration and biodiversity enhancement in the area.

Profit for Good

Systemic Change

Pristine Seas

With the Profit Pledge, we support National Geographic Pristine Seas and its broader ambitions to help protect the ocean. This support aligns with wider global efforts, including the goal of conserving 30% of the ocean by 2030. Through research, exploration, filmmaking, policy and education, Pristine Seas works to safeguard some of the ocean's most vital places by catalysing the creation of marine protected areas.

Profit for Good

Profit for Good is an alliance of business leaders committed to encouraging companies to dedicate a meaningful share of their profits to societal and environmental causes. In 2025, Rituals joined Profit for Good as a founding partner, building on the introduction of the 10% Profit Pledge in 2024. Through this partnership, Rituals participates in an initiative that aims to inspire more businesses to commit a portion of their profits to high-impact causes.

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Our Commitment