Rituals is proving its resilience as a beauty business via a key charitable initiative that few may be aware of, despite the economic turmoil rocking the world currently.
Profit Pledge is a charitable commitment by the Dutch beauty brand which donates 10% of annual net profits to organisations that work to improve the wellbeing of people and the planet.
And this is a non-negotiable figure – it is 10% regardless of good and bad financial quarters, the strain of global tariff hikes or the impact of the ongoing conflict in the Middle East.
Rituals claims this has already equated to €26m donated in 2025 alone, which is being used to support initiatives spanning youth mental health, children in conflict zones, ocean conservation and rainforest protection in Colombia.
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Niki Schilling, Executive Director Impact at Rituals, and the architect behind Profit Pledge, says this is all possible due to the brand’s continued success of blending luxury “that appeals to all” with accessible pricing.
The result of this brand positioning is Rituals reporting more than €2.4bn in revenue in 2025, as well as opening its 1,500th store globally this year, underscoring the brand's rapid and continued international expansion.
Yet, Schilling, who is a ten-year veteran at Rituals, says that at a time when corporate philanthropy is under increasing scrutiny, she believes businesses should be “far more ambitious about the role they play in driving social impact”.
Schilling adds: “From day one, more than 25 years ago, we have always been about creating impact for the wellbeing of people, and we are really serious about that.
“I think the responsibility everyone needs to take is to contribute to the wellbeing of people and the planet, and in a way that we all contribute in a significant manner.”
But, in the face of such a tumultuous financial landscape, how is Rituals able to maintain such a significant amount of charitable donations each year?
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