The same way freshly baked cookies draw me to a famous Los Angeles-based bakery in Singapore, the aromatic scents at Rituals Cosmetics seduced me. Hailing from the Netherlands, the wellbeing brand recently opened its first flagship store in ION Orchard and a second outlet at VivoCity.
Inside, there’s none of the cloyingly sweet smells I expected from bath and fragrance brands. Instead, there’s a Sakura tree centrepiece, a soothing ambience, and welcoming fragrances infused with ingredients of natural origins.
“Visitors start their in-store journey with a warm welcome. Then, they enjoy a hand massage at our water island. We offer them the time and peace of mind to learn about the different products at their own pace,” says founder Raymond Cloosterman.
Like its name suggests, ancient rituals that encourage wellbeing and mindfulness inspire the brand’s extensive range of body care, home fragrances, and skincare. For instance, the Ritual of Sakura collection evokes the Japanese hanami ceremony, which celebrates the beautiful, yet fleeting cherry blossoms. Featuring the delicate scent of cherry blossom and organic rice milk, the foaming shower gel transforms into a silky foam for a bath-like experience.
Another well-loved collection is the Ritual of Ayurveda, which is based on the principles of ayurvedic healing. With historical roots in the Indian subcontinent, this ancient wisdom aims to improve health by cleansing and nourishing one’s energy. Formulated with ingredients like Indian rose and Himalayan honey, it’s the first classic collection to have products with ingredients that are of 90 percent natural origin.
Cloosterman’s travels birthed the idea for these ancient rituals. “When we come across an ancient story, we first research all aspects. What is the origin of this belief, culture, or tradition? What are the ingredients linked to it and why? Then we introduce these ingredients to our perfumers.” These efforts translate into a collection of luxurious bath and body products, which he notes, takes up two years of research and development.
The Ritual of Jing is one of Cloosterman’s favourites, as it helps him relax and unwind after a long day. This collection recalls the Chinese concept of Jing, which represents calmness, stillness, and tranquillity. To fully experience it, he suggests the classic Rituals five-step routine.
“Light a scented candle and start your routine with the soothing shower foam, which features lotus and jujube. Gently massage the body scrub into damp skin afterwards. Next, dry your skin and hydrate with the moisturising body cream. Last, spray on the hair, body, and bed mist to relax,” he says.
Even as he advocates self-care, Cloosterman tells us that Rituals Cosmetics is big on caring for the planet, too. The company tracks its sustainability efforts through a “Clean, Conscious, and Caring” tool. It gives scientific measurements on the impact they’ve made through waste, water, CO2, and packaging usage. This guides them on improving their products.
“I am proud that Rituals is one of the first beauty brands to become a certified B Corp as it truly reflects our ongoing sustainability commitment over the past years,” he says.
Some of the company’s goals include reducing greenhouse gas emissions per product by 50 percent by 2030 compared to 2021, and becoming zero waste by 2025. They also aim for all products to be made from over 90 percent ingredients of natural origin. “Our goal is for all products to be refillable, recyclable, or made from recycled material,” he says.
The company’s push towards sustainability is never complete. It’s a constant journey to become better each day for both people and the planet. He acknowledges it takes time for a business to understand where its impact lies.
“As a brand that is all about wellbeing, we promote the art of slowing down and living more mindfully. This translates into a thoughtful selection of products that helps to calm the mind in our everyday life.”
