The luxury beauty and wellbeing brand Rituals has had a record year. In 2024, turnover grew by 21% from €1.7 to €2.1 billion – all sales channels and all countries participated in this growth. The EBITDA amounted to €463 million.
With its ‘redefining luxury’ strategy, Rituals sets its own course by combining the world of prestige and beauty with an affordable price point and important impact initiatives. The turnover growth is driven by a combination of strong organic growth and the opening of one new store opening per working day. A large amount of product innovation forms the foundation for the organic turnover growth. New luxury collections, the launch of limited editions and the success of the men’s line have led to many new customers.
Rituals also announced – as one of the first beauty B Corps in the world – a new and major initiative in 2024: the Profit Pledge, in which 10% of the net profit will be invested in initiatives that contribute to the wellbeing of people and the planet. This year, the impact brand will invest €26 million in Profit Pledge partners and an expected €300 – 400 million will be invested over the next 10 years.
Strong organic growth and global expansion
- Turnover increase of 21% through organic growth in all countries and sales channels.
- Global expansion with an average of one new store opening per working day and strong growth in Asia. At the end of 2024, Rituals had over 1,300 stores worldwide.
- Expansion in Europe through strong performances in France, Germany, Italy and the United Kingdom.
- Turnover growth of Rituals stores of 24%, driven by strong performance of existing stores (11%).
- Growth in own e-commerce of 17%, with a share of 15% of total turnover.
- Growth in luxury department stores, perfumeries and in Travel Retail, with now more than 4,000 points of sale and 4,200 hotels worldwide.
Innovation and luxury drive growth
- The innovative approach of the brand forms the foundation for the organic growth.
- With 200 innovations per year, an extensive refill programme and product formulas of mostly natural origin, Rituals is currently one of the most progressive companies in the beauty sector.
- This is underlined by the great success in the luxury men’s line, the introduction of exclusive new Home lines and limited editions such as The Ritual of Yozakura and The Alchemy Collection.
10% Profit Pledge: more impact with new partners
Starting in the financial year 2025, Rituals will allocate 10% of its annual net profit to initiatives that support the wellbeing of people and the planet.
In addition to the existing partners, Super Chill, Tiny Miracles and Sacred Forests, the brand proudly announced new collaborations: War Child supports the wellbeing of children in war and conflict zones, Blue Marine Foundation combats overfishing and protects marine ecosystems, and National Geographic Pristine Seas creates protected marine areas to restore the oceans.
Outlook 2025
- Increase turnover to more than €2.4 billion.
- Growth in Europe, further growth in Asia.
- Continue one new store opening every working day with a focus on France, Germany, Italy, the UK and Poland.
- Increased focus on sustainability and making a positive impact through Profit Pledge Partners.
