Rituals, the Dutch beauty brand, is committing €20m to youth mental wellbeing programmes over the next two years to help “proven approaches reach more young people”.
The €20m investment between 2026 and 2028 will support evidence-based programmes focused on creating resilience, connection and emotional wellbeing for young people.
This commitment is part of Rituals' 10% Profit Pledge initiative, where it allocates 10% of annual net profits to supporting the wellbeing of people and the planet – a programme which is expected to contribute €300m to €400m over the next decade.
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One in seven adolescents experiences a mental health condition, according to the World Health Organization (WHO).
Meanwhile, many programmes that are proven to strengthen resilience, belonging and emotional wellbeing struggle to reach millions of young people who could benefit from them.
Rituals CEO Raymond Cloosterman is calling on brands to rethink the role they can play in tackling social challenges, arguing that businesses need to move beyond simply raising awareness.
Rituals 10% Profit for Impact artwork
“The challenge is no longer knowing what works. The challenge is helping effective programmes reach more young people,” said Cloosterman.
“Many organisations already provide young people with the tools, support and expertise they need to build resilience, connection and emotional wellbeing.
“The challenge today is helping those proven approaches reach more young people.
“We believe brands can play a role in increasing access by using their reach and influence to support partners with deep expertise.
“Through 10% Profit for Impact, we hope to contribute to that collective effort.”
Rituals currently undertakes a leading role in UNICEF’s Global Youth Mental Health Coalition, which brings together private sector companies committed to improving youth mental wellbeing worldwide.
It contributes funding, awareness and reach to help accelerate “solutions with proven impact”.
Rituals also supports the Super Chill programme – playful body and mind exercises which help children recognise emotions and develop practical ways to respond to them.
The programme has already reached more than 250,000 children across the Netherlands, Germany, UK and France.
