Rituals launches 10% Profit Pledge - this is everything you need to know
From today, we guarantee that 10% of Rituals’ annual net profit* will be used as a force for good, to support causes that improve the wellbeing of people and planet. We reveal why and how.
Winston Churchill once said, ‘We make a living by what we get, we make a life by what we give’. For 25 years, we have been selling products we hope bring a little happiness into people’s lives. At the same time, we have been growing as a business and undeniably getting a lot in return. This quote feels particularly resonant for us as a company right now. ‘We want to use our business as a force for good,” explains CEO and founder Raymond Cloosterman. “We are taking a pioneering position, re-thinking the way we do business and are contributing to society. It is our dream to become an impact brand.” With our Profit Pledge, we are putting our money where our mouth is.
Our commitment
Rituals commits to investing 10% of our net profit* towards causes and initiatives that support the wellbeing of people and planet. So, what does this mean? Our net profit is all the money we make, minus expenditures like employee salaries, store rent and production costs. This long-term commitment of 10% is likely to be a substantial amount of financial funding.
Read more about our Profit Pledge here.
*From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).
