Our commitment toDIVERSITY, EQUITY &INCLUSION
DE&I as important driver for our success
Rituals is deeply rooted in ancient traditions, and embracing diversity has therefore been part of our identity from the very start. We are proud to say that our offices and shops are home to over 13,000 colleagues, representing more than a hundred different nationalities.
Our commitment to diversity, combined with our active pursuit of equity and inclusion, is crucial to our success. DE&I initiatives contribute to our positive and inclusive culture. By creating a culture where everyone feels valued and respected, we make sure we all feel welcome, valued and empowered to be our authentic selves. We celebrate the unique perspectives, backgrounds and talents that people bring to the table. At Rituals, you belong.
This approach is not just important; it's essential as we continue our dream to become the iconic global wellbeing brand in the luxury and beauty industry.
Our DE&I pledge
At Rituals, we believe that true wellbeing extends beyond products — it’s about creating a world where everyone feels valued, respected, and empowered. Since DE&I lies at the core of our company, we promote a culture where everyone feels included and supported.
Our DE&I pledge, which is signed and supported by our full Executive Committee, reflects this belief and guides every decision we make:
Building a brand that welcomes everyone
Within our organization, we have two key Employee Resource Groups (ERGs) in place: GLOW and OMNI. ERGs are voluntary, employee-led groups that foster a diverse, inclusive workplace aligned with our organization’s mission, values, goals, business practices, and objectives. Their involvement is essential, ensuring that everything from policy to people to product receives diverse insights.
GLOW
Our internal LGBTQIA+ employee resource group is called GLOW, which stands for Generating Love, Opportunities, and Wellbeing. This group of colleagues supports and inspires on LGBTQIA+ topics and focuses on raising awareness within and outside of this community. They organise events, meet ups and inspiring masterclasses, and collaborate with departments on inclusive policies.
We are a proud partner of Pride Amsterdam and already for three years, we have been joining the Pride Canal Parade in Amsterdam with our own boat to celebrate the LGBTQIA+ community and show our support of acceptance and equality. Employees from all over the world came to Amsterdam to take part in this celebration.
OMNI
The Employee Resource Group called OMNI (which stands for Organizational, Multicultural, Network and Inclusion) is dedicated to connecting cultures, shaping us into a more global company, and tackling biases. Big milestones include the Language Buddy Program, enhancing cross-cultural understanding, and collaborating with HR on inclusive policies for expats and international mobility. They also engage in open discussions about cultural sensitivity, all part of our commitment to a transparent and inclusive workplace.
DE&I Ambassadors
This ambassador group is a diverse representation of voluntary colleagues across our global company. They continuously give advice to our Head of DE&I and our higher management, with the aim of creating a safe culture where everyone belongs and has access to the same opportunities across the globe.
Inclusion Talks
Inclusion talks is a series of informal conversations about promoting an inclusive workplace at Rituals. Engaging discussions that transcend strategies and roadmaps, and instead focus on the power of our day-to-day interactions. From those casual coffee breaks to inspiring lunchtime chats, about topics such as allyship, cultural sensitivity, and women empowerment. We'll explore how each and every one of us holds the key to creating an inclusive environment where everyone feels valued, respected, appreciated, and truly belongs.
Looking ahead: our evolving DE&I vision
Although we are already well on our way to being an inclusive employer, we also have a mission to become even better. To support this journey, we are evolving how we work and connect—creating a more inclusive, empowering environment for all.
Therefore, our vision and focus areas for for the near future, is to build stronger internal and external networks that foster belonging and make inclusive language the standard across all interactions. To create an even bigger sense of belonging for everyone, we will create a welcoming employee journey with mentorship and buddy programs, and we will celebrate diversity & inclusion festivities with all our employees globally.
Bias-free recruiting
Rituals is a brand where people & their connection are the ingredients of success. Where everyone deserves equal opportunities. We are extremely proud that our demographics show that our brand is majorly powered by female talent of an average age of 29 years old.
However, we also like to continuously challenge ourselves on becoming even more inclusive to all. As a result, we aim to focus more on attracting talent of all genders and backgrounds. To help in that, we focus on reducing bias in our recruitment processes. As of 2026, we will roll out a Retail selection process, centered around assessing skills & potential instead of collecting CV's and experience.
Get to know more about us
Delve deeper into our story, and discover the talented minds behind our products, the values that drive us, and the inspiring journeys that have brought us to where we are today.
