Page 19 - March 2021

Inspired by the wisdom and ancient traditions of Asian
cultures, Rituals Cosmetics has created an extensive

collection of luxurious yet affordable products for the
home and body, allowing customers to find happiness in

the smallest of things. Here, RLI discusses with company
Founder Raymond Cloosterman how the brand has reacted

to global events and to find out what the future has in store.

sustainability is an important pillar that they are working hard on launched a Rituals app with which people can find their shops,
and they want to put this work on the map. products and get to know more about them and even do a
While they have enjoyed success in Europe, they are one-minute meditation and yoga exercises.
continuing expansion in this region and plans are in place to “Our goal at Rituals is not only to offer beautiful products to
open stores in Poland and Italy. As for their Asia plans, progress our customers and fans, but we want to offer a certain lifestyle,
is being made here. philosophy and community. We believe it is important to always
“In addition to our physical stores, the Asia market also offers bring our brands mission of ‘soulful living’ to the attention of our
us so many more online opportunities. A year ago, we opened fans when we launch a new product. We always put our stores
our first store in Hong Kong, and we are doing cross border in and customers first,” explains Cloosterman.
China through Tmall and WeChat,” says Cloosterman. The philosophy of Rituals is that they try to help people
A continuing ambition of Rituals is to surprise its loyal fans rediscover the magic of the everyday. Cloosterman feels that
with new products. Each year they create around 200 new we are living life on autopilot these days and due to busy lives,
products, making them one of the most innovative beauty people have forgotten what it is to enjoy the mundane and the
companies in the industry. It is very important to the brand that little things. “People all over the world crave a moment to relax
they continuously strive to optimise the use of materials that are and unwind in-between. So in addition to our luxury products,
natural, renewable and not harmful to the environment. we help them step back and make every moment count,”
In terms of social media, Raymond passionately believes that Cloosterman explains.
the combination of their different channels strengthens each “Looking at the next 20 years, we want to take the brand and
other, from their boutiques to the luxury department stores to company to the next level to become successful across Asia and
e-commerce. To offer their clients something extra, they have the US and still stay true to a small company mentality.”
MARCH 2021 RETAIL & LEISURE INTERNATIONAL 19