How Scent Became Rituals’ Secret Ingredient: The Inspiring Amsterdam Basement Story
Not many realize that Rituals began its journey in a modest Amsterdam basement, where Raymond Cloosterman first imagined transforming daily routines into mindful rituals of well-being. On a stormy night in the late 90s, the founders;enchanted by Asian ceremonies;lit fragrant incense and reflected on how scent remains in memory, long after the initial experience. This spark led them to create luxurious self-care rituals that nourish both the body and spirit. Today, the Rituals Advent Calendar rekindles that magic, unveiling daily surprises that bring moments of calm, wonder, and festive delight all winter long.


