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Since 2000, Rituals has been inspiring customers to find more balance in life by turning everyday routines into more meaningful moments. Unfortunately, the world today is off-balance and it's up to us all to improve this while we can. We want to take more responsibility and that's why we’re changing the way we do business with the 10% profit pledge.
From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).
Tongareva, Cook Islands - 2023/06/28: Aerial view of Tongareva atoll. Darryl MacDonald/ National Geographic Pristine Seas.
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