Raymond Cloosterman – The Visionary Behind Rituals’ Global Success

Introduction

Raymond Cloosterman is a Dutch entrepreneur best known as the founder of Rituals Cosmetics, a brand that turned simple daily habits into mindful experiences. His story is one of resilience, creativity, and innovation. While many entrepreneurs dream of building billion-dollar businesses, Cloosterman proved that even in a highly competitive beauty market, success is possible with a clear vision and relentless determination.

The journey was far from easy. What started in a small Amsterdam canal house grew into a global brand with more than a thousand stores across the world. Along the way, Cloosterman experienced setbacks, challenges, and moments of doubt, but his commitment to merging wellness, sustainability, and luxury helped shape a lasting legacy.

Quick Bio

Early Life and Education

Raymond Cloosterman was born in the Netherlands in 1964. He grew up with a natural curiosity about business and culture, something that would later influence his entrepreneurial path. Although detailed information about his early childhood is not publicly documented, his academic pursuits reveal his interest in leadership and innovation.

He studied Business Economics at the Rotterdam School of Management, one of Europe’s top business schools. Later, he expanded his knowledge globally by completing an MBA at the University of Michigan in the United States. This blend of Dutch practicality and American business thinking equipped him with the right tools to navigate international markets.

Career Beginnings at Unilever

Before launching his own brand, Raymond Cloosterman built a solid foundation at Unilever, one of the world’s largest consumer goods companies. During his 13 years there, he gained experience in marketing, management, and operations. This period provided valuable lessons about global consumer behavior and the complexities of running large-scale businesses.

However, despite a successful career at Unilever, Cloosterman felt a desire to create something unique. He wanted to combine luxury lifestyle, wellness traditions, and consumer products into one innovative concept. This dream eventually pushed him to leave the corporate world and embark on an entrepreneurial adventure.

The Inspiration to Create Rituals

After leaving Unilever, Raymond Cloosterman traveled extensively, exploring ancient traditions, beauty rituals, and cultural practices from different parts of the world. These journeys exposed him to the power of mindfulness and the importance of appreciating small moments in life.

The idea for Rituals was born from a simple yet powerful question: What if we could transform everyday routines into meaningful rituals? From this vision, Rituals Cosmetics emerged in the year 2000. Cloosterman wanted to make products that were more than just cosmetics—they would represent a lifestyle.

Founding Rituals: A Humble Beginning

Raymond Cloosterman started in a small basement in Amsterdam’s Kalverstraat, one of the busiest shopping streets in the Netherlands. The early days were not easy. The first store struggled to attract customers, and innovative ideas like installing internet stations were not enough to keep people coming. Many entrepreneurs might have given up, but Cloosterman stayed committed to his vision.

By focusing on quality, storytelling, and customer experience, Rituals gradually gained recognition. After about four years, a second store opened, marking the beginning of real growth. Within five years, the brand became profitable—a critical milestone for any startup in the beauty industry.

Growth into a Global Brand

From those early struggles, Rituals grew into one of Europe’s fastest-growing lifestyle brands. By 2017, the company had achieved sales of over €500 million. By 2024, revenues approached €2 billion, with Rituals stores spread across Europe, Asia, and the Middle East.

Today, Rituals has over 1,300 standalone stores and products available in more than 4,000 department stores and airports worldwide. Expansion into Asia, especially China and Southeast Asia, has been a major focus for the brand’s next growth phase.

Philosophy and Brand Ethos

Cloosterman’s leadership is built on a strong philosophy: “turning the ordinary into the extraordinary.” Rituals products—whether tea, candles, shower foams, or skincare—are inspired by ancient wisdom and crafted with attention to detail.

Unlike many traditional beauty companies, Rituals emphasizes experience over transaction. Stores often welcome customers with tea, hand massages, and immersive storytelling, creating a sensory journey. Cloosterman’s vision ensures that Rituals is not just about selling products, but about promoting a mindful lifestyle.

Sustainability and Social Impact

Under Raymond Cloosterman’s leadership, Rituals has become a pioneer in sustainability within the beauty industry. In 2022, the brand earned B Corporation certification, reflecting its commitment to balancing profit with purpose.

One of the company’s most ambitious initiatives is the Profit Pledge, where 10% of net profits are dedicated to environmental and social causes. Projects include reforestation in Asia and South America, the Super Chill app for children’s mental well-being, and support for the Tiny Miracles Foundation in Mumbai, which provides education, clean water, and healthcare.

This commitment ensures that Rituals is not only profitable but also a positive force for society and the planet.

Latest Developments

In recent years, Rituals has focused heavily on expanding into Asia while reinforcing its sustainability commitments. The brand continues to open new stores, strengthen online channels, and invest in digital wellness solutions.

As of 2025, Cloosterman remains deeply involved in the company’s direction, ensuring Rituals grows responsibly while staying true to its founding philosophy. His leadership blends commercial ambition with a genuine desire to improve people’s lives through mindfulness.

Legacy and Impact

Raymond Cloosterman’s legacy lies in more than just building a profitable company. He redefined the beauty and lifestyle industry by blending luxury with mindfulness. Rituals has shown that a brand can thrive financially while also committing to sustainability, wellness, and cultural respect.

Future generations of entrepreneurs can learn from Cloosterman’s story: perseverance through challenges, the courage to innovate, and the belief that business can and should serve a greater purpose.

Conclusion

Raymond Cloosterman’s journey from a corporate professional at Unilever to the founder of Rituals is a powerful example of vision and determination. What started as a small experiment in Amsterdam has grown into a global lifestyle empire, touching millions of customers worldwide.

His ability to merge ancient traditions with modern luxury, while maintaining a commitment to sustainability, positions him as a true pioneer. The legacy of Rituals is not just about products—it is about creating meaningful experiences and leaving the world a little better than before.

Frequently Asked Questions (FAQ)

Q1: Who is Raymond Cloosterman?
A1: He is a Dutch entrepreneur and the founder of Rituals Cosmetics, a global lifestyle brand focused on mindfulness and luxury.

Q2: When was Raymond Cloosterman born?
A2: He was born on August 17, 1964, in the Netherlands.

Q3: What inspired him to create Rituals?
A3: His global travels and exposure to ancient beauty and wellness traditions inspired him to transform daily routines into mindful rituals.

Q4: How successful is Rituals today?
A4: Rituals has grown into a global brand with over 1,300 stores and revenues close to €2 billion.

Q5: What is Raymond Cloosterman’s legacy?
A5: His legacy lies in building a sustainable, mindful, and profitable company that transforms everyday habits into meaningful experiences.

Western Business