The beauty and wellbeing brand will complete a 30-working-day refurbishment programme, introducing new furniture, broader product presentation and a central Beauty World concept.
The beauty and wellbeing brand will complete a 30-working-day refurbishment programme, introducing new furniture, broader product presentation and a central Beauty World concept.
Rituals Cosmetics will begin a €40 million retail renewal programme on 3 August 2026, updating 1,500 boutiques across 30 countries. The initial phase, focused on Europe, is scheduled for completion on 25 September and will be delivered over 30 working days rather than being phased over several years.
The programme coincides with the introduction of several collections that require more space and revised product presentation. New and updated furniture will be installed as part of Rituals Cosmetics‘ plans to establish a lighter and more premium environment across its boutiques.
Rituals said the project reflects its continued investment in physical retail as other operators reduce their store estates or direct more resources towards online channels.
“Physical retail remains essential to bringing our brand experience to life. What makes this operation special is that we are strengthening that experience across 1,500 boutiques at the same time. On average, we are renewing more than 40 boutiques per working day, with around 100 teams across Europe. An incredibly complex and challenging operation,”
Gregory Bruyer CCO, Rituals Cosmetics
Beauty and Fragrance Given More Space
The updated concept will place greater emphasis on customer experience, product discovery and presentation. At its centre will be a new area called Beauty World, bringing skincare, make-up, hair care and fragrance together within one space.
The format is intended to provide more room for Rituals’ growing beauty and fragrance categories. The Private Home Collection, Homme range and recently introduced Hair Care line will also receive more prominent positions.
The Luxury Travel Collection will be introduced in most of the boutiques covered by the programme.
Physical Retail and Digital Services
Rituals positions its stores as places where customers can explore products and receive personal service, including tea and hand massages. Its physical offer is supported by digital services including click and collect, endless aisle and ship from store.
The company currently opens an average of one boutique every working day worldwide, with Asia representing a significant area of expansion. Digital channels account for 20% of revenue, according to Rituals.
Following the European programme in August and September 2026, a similar refit is planned for boutiques in Asia and the Middle East during the first quarter of 2027, when the new collections are due to be introduced in those markets.
“It has always been my dream to build an international wellbeing brand: an innovative concept within the luxury beauty industry that was the first to combine high-quality products, accessibility and making a positive impact. We are not building a retail company, but a brand. Our boutiques have played an essential role in this from day one: this is where our vision of luxury comes to life.”
Raymond Cloosterman CEO and founder, Rituals Cosmetics
Furniture and Materials to Be Reused
The refit will follow a “remove, refresh, reuse” approach. Rituals plans to retain and reuse existing furniture and materials where possible, in line with its B Corp certification and sustainability programme.
New elements are being designed for use across different product collections and store layouts, allowing fixtures to be adapted as the assortment changes.
The programme also sits alongside Rituals’ Profit Pledge, through which it allocates 10% of its annual net profit to initiatives supporting the wellbeing of people and the planet. The company expects this commitment to total between €300 million and €400 million over ten years.
Founded in Amsterdam in 2000, Rituals operates in more than 33 countries, including the UK, France and Spain. Its estate comprises more than 1,500 directly operated boutiques and 4,176 shop-in-shops, alongside what it describes as the world’s first Mind Oasis.
The business says it is working towards using 90% natural-origin formulas and packaging that is refillable, recyclable or made with recycled material.
