The variety of products is part of what distinguishes Rituals from rivals such as Mac, Body Shop or Aveda. Alongside the shower gels, perfumes and skin care, you can find more prosaic goods, such as washing-up liquid. ‘Our passion is helping people to enjoy the little things in life, to rediscover the magic in the everyday. So often, we live life on automatic pilot. We have to change those routines by reinventing these everyday products into something special. That’s the philosophy of the brand: changing routines into rituals.’
Meeting that expectation of high quality at reasonable price has been a key part of positioning Rituals, according to Cloosterman.
‘I checked out airport locations that, from an efficiency point of view for me and the people who travel internationally, would make sense. But in the end, we want to be in the inner city, on the canals, because of the energy. In our creative company, we need this kind of energy.’
That energy was key to staring out in Amsterdam in the first place. ‘For me, Amsterdam is an eclectic place. Everybody who is raised here is born with an outside perspective. It’s an open society from a cultural and design perspective, so a lot of new things happen. People are open to that. At the same time, people don’t want to pay. It’s a very tough mix of price-quality expectation.’