Wellbeing beauty brand Rituals has announced the Profit Pledge, a new industry initiative that commits 10% of net profits.
In addition to its commitment to sustainability, the brand wants to take on greater responsibility by donating between 300 and 400 million euros in the first 10 years alone to causes that contribute to the well-being of people and the planet. There is. Rituals says it is rethinking the way it does business, making an impact beyond the company and taking a pioneering role in the beauty industry.
Raymond Kloosterman
Raymond Kloosterman, Founder and CEO of Rituals, said: We recognize that success comes with responsibility, and we want to go the extra mile. We were one of the first B Corps in the luxury beauty industry, but we feel like that’s not enough. We are also determined to use our company as a force for good. We are at the beginning of this journey. We are committed and may inspire others to follow. ”
From 2025 onwards, Rituals will invest 10% of the previous year’s net profit in causes that create positive impact. namely, Sacred Forest, an organization dedicated to planting important rainforests recognized for their exceptional ecological value, Sierra Nevada de Santa Marta, Colombia;
“Unfortunately, the world today is out of balance and it’s up to all of us to improve this situation as much as possible.” When I saw the film “A Life On Our Planet” directed by David Attenborough The moment will never be forgotten. Faced with the harsh reality, I was glued to the ground,” Kloosterman said. Rainforests are critical in the fight against climate change. Unfortunately, much of it is being deforested. Rituals supports Colombia’s indigenous communities in one of the world’s most important rainforests, restoring their land and protecting the forest for future generations. Together they are on a mission to protect 200,000 hectares of land and biodiversity.
Similarly, the shocking facts of the UNICEF report struck a chord with Kloosterman. It found that “more than 166 million young people face mental health problems, with anxiety and depression accounting for around 40 percent of these problems.” This realization resonated deeply with Rituals’ core values. “This is very close to our DNA and we want to do more. We want to have a bigger impact. Our children’s future is our future. We want to support their spiritual Rituals supports Super Chill, a free app that gives children and parents the tools they need to build mental resilience. Masu 1. This app uses playful exercises, mindfulness, breathing exercises, yoga, and more to teach kids how to maintain a positive, healthy mindset, especially during uncomfortable moments. Our goal is to reach 10 million children and develop the next generation of healthy, positive thinkers.
small miracle
Rituals is committed to increasing the proportion of its total procurement budget produced with suppliers that create social impact. The brand continues to support Tiny Miracles, an organization that provides life-changing income, healthcare and education to communities in Mumbai, India. Rituals is a founding partner and proud supporter of organizations that are successfully lifting communities out of the cycle of poverty.
“We want to contribute to the big picture and be responsible as a company. We are learning to do better every day. The culture we have created for the company is , we never lose our entrepreneurial spirit, and it is that spirit that drives us to do things not because others tell us to, but because we inherently believe in doing the right thing.” concluded Kloostermann.
A DFNI interview with Rituals will be conducted soon.
