Fragrance house

Rituals

Rituals was founded in Amsterdam in 2000 by Raymond Cloosterman, beginning with a shop on the city’s Kalverstraat. Cloosterman’s travels in Asia shaped the founding concept: connecting everyday actions with tradition and spiritual wisdom. The brand’s purpose is to turn daily routines into meaningful moments through home and body cosmetics inspired by ancient wisdom and traditions. Its international development began with entry into Belgium in 2005, followed by expansion into Spain, Portugal, the United Kingdom, Germany, and travel retail. In 2020, Rituals opened House of Rituals in Amsterdam, its first flagship, bringing together retail, a restaurant, and Body Spa and Mind & Body Spa services around the connection of body, mind, and soul. B Corp certification followed in early 2022. Among its fragrance-led collections, The Ritual of Sakura is associated with a signature cherry-blossom scent and is identified as an iconic and best-selling collection.