Rituals hits €2.1 billion in sales as Asian expansion accelerates

Rituals continues its global growth trajectory with 241 new stores in 2024, while strengthening its sustainability commitments through B Corp recertification and new environmental partnerships
Rituals Cosmetics has reported sales of €2.1 billion (US$2.2 billion) for 2024, marking 21% organic growth across its operations in 42 countries. While Europe remains the primary driver of growth, the certified B Corporation has significantly accelerated its expansion in Asia.
The company maintained an aggressive retail growth strategy throughout 2024, opening an average of five stores per week for a total of 241 new locations. Key developments included the brand’s entry into Japan and expansion across Malaysia, Singapore, Thailand and mainland China.
Beyond traditional retail, Rituals has strengthened its omnichannel presence through enhanced e-commerce capabilities and a growing membership program. The company also expanded its Mind Oasis concept with three new locations, reinforcing its wellness-focused positioning.

Rituals has introduced a 10% Profit Pledge, committing a tenth of its previous year’s net profit to social and environmental causes
Looking ahead to 2025, Rituals plans to maintain this momentum with 243 planned store openings. The strategy will focus on consolidating its European presence across retail, digital, wholesale and travel retail channels while continuing its Asian market development.
The company’s growth has been matched by increased focus on sustainability initiatives. Following its B Corp recertification, Rituals reported selling over 8 million refills in 2024, contributing to reduced packaging waste. The company has also introduced its 10% Profit Pledge, committing a tenth of its previous year’s net profit to social and environmental causes.
This commitment is reflected in new partnerships with War Child, focused on children affected by conflict; Blue Marine Foundation, combating overfishing; and National Geographic Pristine Seas, supporting marine protected areas. These organizations join existing partners Sacred Forests, Super Chill and Tiny Miracles in the company’s social impact portfolio.