Discover how Rituals honours its B Corp commitments with the 10% Profit Pledge, supporting global partners to protect children, restore oceans, and invigorate communities.
In an era where the beauty industry is so vocal about its promises of purpose, sustainability, and B Corp ambitions, it can be difficult for all of us to separate fact from fiction, and sincerity from surface-level enthusiasm. We want to support brands who move through the world prioritising the planet and those who call it home, but it can be challenging to make informed and considered decisions while floating on a sea of chaos. At Rituals, we recognise the challenges consumers face, we see the heavy burden our industry places on our planet, and we celebrate the people and communities who contribute to the world of beauty so we can all enjoy participating in it. We take our commitments to people and planet seriously, and we feel passionately that it is our responsibility to live up to the promises we make.
Three years ago, our journey towards B Corp certification reshaped our entire business. What began as a cursory exploration quickly became a transformation, driven by a simple but profound insight: wellbeing must extend beyond the sphere of the individual. Founder and CEO Raymond Cloosterman has said, “If we want to be the leading wellbeing brand, we must take a much more holistic approach to how we run our business.” And this means extending care to not only customers, but to employees, suppliers, communities, and the planet.
The B Corp certification, achieved after three years of dedicated work, has in many ways served as recognition of our desire and commitment to extend care and consideration to the world at large. But, while for some companies, B Corp certification is the end goal, for us it is merely the start of something much greater. As Sustainability Manager, Emma Olde Bijvank, puts it, “As a brand with wellbeing at its core, we must care for everyone and everything behind our products. Our B Corp certification is important for many reasons, not least because it helps us live up to our promises and assures our customers that we will do exactly what we say we will.”
The cornerstone of our ESG values
One of the most powerful ways we are bringing our philosophy of care to life is through a long-term commitment to the 10% Profit Pledge. Rituals now dedicates 10% of our annual net profit to support causes that contribute to the wellbeing of people and planet. It’s a pledge that formalises the meaningful work we have been doing for years by transforming it into a cultural structural commitment at the very heart of our business.
The 10% Profit Pledge reinforces our belief that commercial success and positive impact need not be opposing forces. They can, and must, coexist.
Aligned with our ESG strategy and our duties as a B Corporation, the pledge helps us identify areas where we can contribute to meaningful progress, including mental health, poverty alleviation, and reforestation. It shifts us from minimising harm, to actively creating positive outcomes for people and planet. Through our pledge, we support organisations that inspire us every day:
UNICEF: Safeguarding children’s rights around world
Our partnership with UNICEF supports access to education, healthcare, nutrition, and protection for children living in the most vulnerable of circumstances. It’s a partnership that serves a very fundamental purpose to ensure all children, everywhere, have a good start in life. We all deserve that.
War Child: Supporting emotional resilience in children living in conflict
Today, millions of children are living their lives to a backdrop of war and conflict. Their environment is not safe, and it’s not conducive to a good education, or the experiences many of us perhaps took for granted in our own childhoods. War Child strives to ensure every child, no matter their circumstances, receives psychosocial support, education, and has access to safe spaces designed to rebuild resilience. Their mission is one we support wholeheartedly: to restore a sense of safety every child deserves.
Tiny Miracles: Helping to break the poverty cycle
Tiny Miracles empowers communities in India through healthcare, education, skills development, and employment. It’s designed to help lift communities out of poverty within a single generation. Their mission is to create structural and societal change, so communities can thrive.
Super Chill: Proving mental wellbeing for the next generation
The pressures facing our young people is nuanced and varied. Super Chill recognises this and strives to provide mindfulness and mental wellbeing programmes in classrooms around the world, helping the next generation benefit from mental and emotional resilience.
Pristine Seas: Protecting one of our most precious resources
Spearheaded by National Geographic, Pristine Seas leads necessary scientific expeditions to create protected areas. Our support helps Pristine Seas study these fragile ecosystems, safeguard the oceans, and effect policy change.
Blue Marine Foundation: Helping restore marine ecosystems
We extend our commitment to cleaner, healthier oceans with our support of Blue Marine Foundation, an organisation that drives scalable ocean solutions, from sustainable fishing to large-scale habitat restoration. We believe it’s our shared responsibility to safeguard the health of our oceans for future generations.
Looking to the future
We’re making meaningful changes, but we don’t want to stop there. We have ambitious goals to accelerate sustainable positive impact so we’re focusing on our packaging – ensuring it’s refillable, recyclable, or made from recycled materials – and on our formulas – ensuring our blends are made from at least 90% natural-origin ingredients. We’re committed to reducing greenhouse gas emissions by 52% per euro gross profit by 2030, achieving Net-Zero by 2050, and ensuring all product-related suppliers score at least a silver medal from EcoVadis.
Our goals are ambitious but they’re sincere because we truly believe we can help create a more compassionate and beautiful future we can all thrive in.
As part of our 10% Profit Pledge, Rituals has committed 10% of our net profit* to supporting causes that are making a positive impact on people and planet, just like War Child and UNICEF. Want to learn more about our 10% Profit Pledge? You can read all about our 10% Profit Pledge here.
*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).
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