Rituals is a Dutch beauty and lifestyle brand that was founded in 2000 by Raymond Cloosterman. The company's headquarters is located in Amsterdam, Netherlands. Rituals offers a wide range of products and services including body care, skincare, fragrance, makeup, and home products.

They are known for blending ancient Eastern traditions with modern technology to create exquisite products that enhance well-being and promote relaxation. The brand's philosophy is centered around finding happiness in the little things, turning everyday routines into meaningful rituals. On a global scale, Rituals has a strong presence with over 900 stores and shop-in-shops in 35 countries, spanning Europe, Asia, the Middle East, and North America.

The brand has established a number of noteworthy partnerships and joint ventures over the years. One example is their collaboration with KLM, the Dutch airline, where Rituals provides amenity kits for business class passengers. In terms of market position, Rituals has become a leading player in the beauty and lifestyle industry.

The brand has seen remarkable success and has rapidly expanded globally. Rituals' focus on creating a unique and immersive customer experience sets them apart from competitors. They have managed to capture a niche market by offering high-quality products with a strong emphasis on craftsmanship and sustainability.

There have been notable events and achievements in the brand's history. In 2017, Rituals opened their largest store to date in Amsterdam, a 1,600 square meter flagship store called House of Rituals. This space offers customers a unique shopping experience with dedicated areas for beauty treatments, workshops, and relaxation zones.

As of the latest updates, Rituals continues to innovate and expand its product lineup. They have recently launched a new range of skincare products aimed at addressing specific skin concerns. The brand is also focused on digital transformation, enhancing their online presence, and creating a seamless omnichannel shopping experience for customers.

In summary, Rituals is a Dutch beauty and lifestyle brand that has experienced impressive growth and success on a global scale. With a strong market position, a wide range of products and services, and a commitment to customer experience, Rituals is poised for continued growth and success in the future