Amsterdam wellness brand since 2000 founded by Raymond Cloosterman — 1,100+ stores, DTC subscription gifting, and the 'ritual' philosophy transforming daily routines into meaningful moments.
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See all ads on AdLibrary →Rituals was founded in 2000 by Raymond Cloosterman in Amsterdam as the first brand to combine luxury home and body care. With 1,100+ stores in 33 countries, a DTC subscription platform, and the landmark House of Rituals experiential flagship, it is one of Europe's fastest-growing premium wellness brands.
Rituals campaigns sell a philosophy — 'find happiness in the smallest of things' — as much as products. This meaning-making positioning creates emotional depth that rivals products-as-products cannot match. Subscription gifting and seasonal collection launches receive concentrated paid investment. See Rituals ads on AdLibrary.
Meta ads use warm, ritual-in-progress lifestyle imagery — bath scenes, morning routines, candle-lit evenings. Seasonal collection ads (The Ritual of Sakura, The Ritual of Jing) use Japanese and Asian aesthetic references that signal luxury wellness globally. Subscription gifting campaigns target gifters and self-care occasion buyers.
Core themes: meaning in small moments ('the art of slowing down'), Eastern wellness philosophy, and the ritual as personal ceremony. Named collection series ('The Ritual of...') create a collectible series dynamic that drives repeat DTC purchase. Price anchoring against luxury competitors supports premium positioning.
Rituals built a billion-euro business by selling meaning, not products. The 'find happiness in small things' philosophy is a brand foundation that makes marketing feel like genuine value exchange rather than promotion. Named product series create collection-purchase behaviour in a consumables category — a subscription and repeat-purchase mechanic built into the product architecture.
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