Rite of Passage

Dutch beauty brand Rituals celebrates its 20th anniversary with its first-ever flagship, evolving to a lifestyle brand with complementary product categories and experiences.

CEO Raymond Cloosterman shows how The Art of Soulful Living cabinet provides visitors with a personalized thought for the day. See this and his tour of the store here.

In honor of its 20^th anniversary, Rituals Cosmetics launched a holistic shopping and lifestyle concept, House of Rituals, in the heart of Amsterdam. As the world’s largest Rituals flagship store, it offers a unique brand experience, with immersive body and mind experiences including many exclusive and unique collections. The space embodies the philosophy of the brand, “The Art of Soulful Living.”

Located on The Spui (where the former Esprit café was based), House of Rituals offers an ultimate retail experience with a new range of premium product collections and lifestyle innovations exclusive to the storeand online. The experience will be distributed over four floors of approximately 1,500 m2. The bottom two floors are devoted to the shopping experience with a restaurant and mega store, which opened in October. The upper two floors will house a mind and body spa to open in the summer of 2021.

“We are proud to be bringing our first 4-floor Rituals experience to the residents and visitors of Amsterdam where it all began 20 years ago,” says Raymond Cloosterman, CEO. “With this new concept of unifying body, mind, and soul, we are entering the next phase for the brand and the company. With the new premium collections as an impulse for the online business and the company and with the Body & Mind spa’s as an impulse for the brand, we bring them to the next level.”

On the ground floor, the mega store offers a sensory experience with familiar Rituals collections. Experiential and Instagrammable corners invite shoppers to experience favorite products from The Ritual of Sakura, Hammam, and many more. On one side of the floor is the new restaurant, Rouhi (from rouh and i meaning my soul in Arabic). It offers anything from a calming cup of specialty tea to soulful bites for lunch or Arabic-Asian fusion dishes for dinner.

The first level is dedicated to showcasing Rituals’ enriched home collection with exclusive new premium items, such as supersized luxury home fragrance designs and 10 new porcelain scented candle holders decorated with bold patterns and artwork to complement personally selected candle fragrances. Customization also is offered at a perfume bar with 25 bespoke eau de parfums. Other new product categories include laundry solutions, travel accessories, home decoration, and bedding and bath textiles. 

The second and third floors will strengthen the lifestyle and brand experience next year with a “body experience” and a “soul experience.” The Body Experience floor will house a spa dedicated to massages, facials, and professional beauty advice and treatments. The Soul Experience floor will house a sanctuary where visitors can escape the frenzy of city life to recharge with stress-reducing treatments, meditation classes, and workshops to support peace and relaxation.