Luxury wellbeing brand Rituals has unveiled the UK’s first Mind Oasis, opening its doors on London’s Oxford Street on 20th November 2025. The new flagship space introduces a science-backed wellness concept that invites customers to pause, reset, and reconnect in the heart of the capital. To mark the launch, television personality and entrepreneur Laura Whitmore performed a live DJ set during opening celebrations.
Located at 297 Oxford Street, the Mind Oasis spans 463 square feet and is designed as a modern sanctuary for mental restoration. Following successful launches in Amsterdam, Zurich, Paris and Barcelona, the London location aims to be a flagship example of immersive experiential retail. It is the 131st Rituals store in the UK, with the company planning to expand this to 133 before the end of the year.
The Mind Oasis offers a range of therapeutic sessions combining sensory design with mental relaxation techniques. Visitors can experience what the brand describes as “multi-sensory experiences, deep relaxation, and a mental reset”, through sessions designed to deliver effective results using methods like breathwork, light therapy, immersive audio and hydro massage technologies.
The Brain Massage treatment series uses a method known as brainwave entrainment to guide users into a theta brainwave state — the phase between wakefulness and sleep — believed to aid mental clarity and stress relief. Treatments involve reclining in zero-gravity chairs and are enhanced through rhythmic breathing exercises, 4D sound, and light sequences.
A second feature is the Hydro Massage experience, where guests lie on a heated waterbed while targeted water jets relieve muscle tension. The session is enhanced with red light therapy, which supports skin rejuvenation and circadian rhythm regulation, and aromatherapy using The Ritual of Jing fragrance. Soundscapes composed of authentic nature recordings are used to deepen the state of relaxation.
Annemarie Forsyth, Managing Director of Rituals, commented: “Having spent my entire career in retail, I understand the critical importance of establishing a flagship presence on London’s busiest shopping street. I am incredibly proud to be opening what will be not only the UK’s first Mind Oasis, but also the largest Rituals store in the UK. It’s an ideal location to pause, breathe, and reconnect – an antidote to today’s hectic lifestyle. This opening represents another significant step in our mission to help people slow down and find moments of calm in their daily lives, and what I believe to be the future of retail, wellbeing and beauty tech”.
Rituals, a certified B Corporation™, was founded in Amsterdam in 2000 and now operates in over 33 countries, with more than 1,300 stores and nearly 4,000 shop-in-shops globally. The brand continues to emphasise sustainability, working towards 90% natural origin formulas and environmentally conscious packaging solutions.
