Rituals to open flagship store in London's Covent Garden

Boutique will officially open doors in August with aim to develop UK retail presence

  • First London flagship will be located at 29 James Street in London’s beauty hub Covent Garden

  • Store visitors will be offered herbal tea as they walk through the door

  • Opening is part of the brand’s strategy to develop its UK retail presence

Rituals' Covent Garden flagship will offer its full range of cosmetics

Rituals Cosmetics will open its first London flagship boutique in August, located at 29 James Street in Covent Garden.

The store will provide an immersive experience of the Rituals brand with herbal tea offered to consumers walking through its doors.

Browsers will be able to indulge in free hand and arm massages as well as take part in seasonal activities.

Rituals also offers a lifestyle collection of products

UK Managing Director Penny Grivea said: “There is a real commitment to develop our UK retail presence and we look forward to introducing the Rituals experience to as many people as possible in the heart of London’s most popular shopping destinations.

“We strongly believe that this new flagship boutique will build Rituals Cosmetics’ popularity as a premium lifestyle and beauty brand.”

Today, the mineral make-up brand has stores in several major cities worldwide including Sydney, Madrid, Antwerp, Berlin and New York. Its first store opened in Amsterdam in 2000 and today has more than 450 worldwide.

The brand also has a strong travel retail presence available in numerous duty free locations including in airports and on airlines, cruise liners and ferries.

Rituals has more than 400 products in total, each taking inspiration from ancient Eastern beauty traditions; in May, the brand unveiled its #letlifeblossom campaign, which tied in with the Japanese Sakura or cherry blossom season.