With nearly 2,000 products on the shelves of more than 1,000 Rituals stores around the world, and new ones landing roughly every two months, the brand’s Innovation Director Lot van Rij always has something new on the go.
The most recent to emerge is a special edition gift box celebrating 25 years of the Dutch beauty brand, which was started by Raymond Cloosterman in an Amsterdam basement but has now surpassed a €2bn a year turnover.
From iconic shower foams to reed diffusers, Rituals is known for its rich fragrances and products centred around wellbeing and taking a moment in the day to care for yourself – long before self-care became a buzzword.
At the heart of this is van Rij, who has been at the brand for 18 years, working her way up from marketing and project management to leading the brand’s innovations.
The executive is seeing an increasing interest in playful textures and desire for long-wear fragrances – although there are trends which are gaining traction that the brand is not afraid to steer well clear of.
“What we do see in trend is that you really have to play with a different kind of texture – the surprising texture,” van Rij tells Cosmetics Business.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.