Rituals has published its FY25 results, reporting 16% revenue growth and net revenue of €2.43bn in its 25th anniversary year.
The Dutch luxury beauty and wellbeing brand said it was a “milestone” year for the business, reporting “record-breaking” growth in Europe, alongside continued expansion in Greater China and the Middle East.
The growth was led by markets including France, Italy and the UK, and a heavy focus on store expansion.
Rituals opened more than 200 boutiques globally in 2025, as well as strengthening its digital performance – with online sales now representing more than 20% of the brand’s total revenue.
Additionally, Rituals transitioned into beauty technology with its Mind Oasis – an immersive wellbeing concept operating from 11 locations across the Netherlands, France and the UK.
These locations offer hydro and brain massage treatments to “bring mental and physical relaxation”, with plans for further international openings during 2026.
Alongside its retail presence, product development was referenced as a key growth driver in FY25.
Rituals launched approximately 200 new skus across its wellbeing and lifestyle categories.
Sustainability is a key pillar for the brand, with Rituals further strengthening its ‘refill’ options, selling almost ten million refills through 2025, marking a 22% increase.
2025 also saw Rituals mark the first year of its Profits Pledge, committing 10% of net profits to initiatives supporting youth mental wellbeing and nature protection.
The brand said it will give back over €30m to impact projects in 2026 through the commitment.
Raymond Cloosterman, Rituals founder and CEO, said: “Our 25th anniversary is a milestone for everyone who has contributed to building Rituals into this wonderful company.
“I am immensely proud and grateful. It has always been my dream to create a global ‘Feelgood Luxury’ brand.
“A unique proposition within the industry.
“Combining high-end luxury products with an accessible price point and creating positive impact, we are redefining luxury.”
Cloosterman continued: “Looking ahead, 2026 will be an investment year focused on sustaining our momentum.
“We will refit 1,500 stores, expand further in Asia, accelerate new product innovation and continue the rollout of Mind Oasis.
“Our ambition is clear: growing our business while making a positive impact on people and [the] planet.”