The Rituals cosmetics brand is committing 10% of its net profits to causes that support both people and the planet.

As part of its Profit Pledge, the brand wants to give EUR 300-400 million in the first 10 years to causes contributing to the wellbeing of people and planet. Rituals states it is re-thinking the way it does business, making an impact beyond the company and taking a forerunner role in the beauty industry.

From 2025 onwards, Rituals will be investing 10% of its net profit of the previous year, in causes that create positive impact, namely: Sacred Forests, an organisation dedicated to the reforestation of an important rainforest that is recognised for its exceptional ecological value, the Sierra Nevada de Santa Marta in Colombia.

Rituals Founder and CEO, Raymond Cloosterman said: “Rituals is one of the fastest growing luxury beauty brands. We recognise that success comes with responsibility and we want to do more. While we’re one of the first B Corps in the luxury beauty industry, we feel that it’s not enough. We’re determined to use our company also as a force for good. We’re at the beginning of this journey. We’re committed and, who knows, we might inspire others to follow.”