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Dutch Beauty Powerhouse, RITUALS, Officially Launches In the U.S.

RITUALS Home & Body Cosmetics, recognized in Europe as the fastest growing beauty brand of its kind and number one beauty brand in the Netherlands, announces today its global expansion into the United States. With over 250 international stores and over 450 shop in shops in 15 different countries, RITUALS has introduced a tailored portfolio of products exclusively at Barneys New York stores around the country, 18 in total, as well as on RITUALS will also open two storefront locations in NYC later this year on the Upper West Side and in the Soho neighborhood to coincide with the launch of the brand’s U.S. e-commerce site.

“We started out in 2000 with a small, yet very passionate team. During a short period of time we were able to grow significantly, making RITUALS the global success that it is today. Still, we continuously strive to expand into new markets and see the US launch as a step in the right direction,” says Raymond Cloosterman, Founder and CEO of RITUALS. “Barneys New York is a great segue into the US market, as it caters to a very sophisticated consumer and is focused on providing customers with a luxurious, yet approachable brand experience. Both of our retail counters and storefronts will evoke the same slow shopping, slow movement, enjoyable experience that our brand is known for.”

Founded in Amsterdam, RITUALS has become an international success story within the span of 13 years and is a pioneer in the luxury home and body cosmetics industry. With a comprehensive portfolio of over 400 products, from nourishing creams and scented candles to facial skincare and precious mineral makeup, RITUALS will gradually roll out the impressive assortment starting with bath, body and home cosmetics, as these categories laid the initial foundation for the brand.

Each collection combines authentic Eastern traditions with modern technology and fragrances created by the world’s most exceptional perfumers. A few examples of the ancient values reflected in each collection include the holistic philosophy of the Ayurveda collection, the Chinese ideology of harmony between the Yin and the Yang in the Tao collection, the legend of the Japanese water dragon in the men’s Tatsu collection and more. RITUALS products are made with the finest ingredients, staying true to its mantra in delivering essentials to consumers to enhance their daily customs, enrich the body and soul and ensure that the little things in life receive the attention they deserve.

Barneys New York now exclusively carries 50 to 60 SKUs of bath, body and home cosmetics, including shower foams, body creams, bath oils, liquid hand soaps, detergents, fragrance sticks, scented candles and more, from the Ayurveda, Laughing Buddha, Sakura, Tao and Tatsu collections.

Honoring its heritage, RITUALS storefronts and retail counters will offer a charming oasis where luxury meets affordability. Reflecting the brand’s philosophy of providing customers with an escape from the hustle and bustle of everyday life, the new slow shopping paradises will open their doors at 231 Lafayette Street in Soho and 420 Columbus Avenue on the Upper West Side, each offering roughly 700 and 1,000 square feet, respectively. The product line in its entirety will be showcased with engaging displays and trained store personnel will encourage customers to feel, smell, test and appreciate the fine qualities of the products and indulge in ancient traditions.

Founded in 2000, RITUALS was the first brand in the world to combine luxury Home and Body cosmetics. The opening of the first RITUALS store on Amsterdam’s Kalverstraat was followed by openings in cities like London, Madrid, Antwerp, Lisbon, Berlin, Stockholm and Sao Paulo. The luxury brand now has 250 stores, around 450 counters in department stores and 5 City Spas in fifteen countries worldwide. All of the products, over 400 in total, are inspired by authentic Eastern traditions inclusive of everything from bath and body to home fragrances to mineral makeup to skincare and more. RITUALS works with the world’s leading laboratories and top perfumers to continuously develop new innovations. For more information about Rituals, please visit

About Barneys
BARNEYS NEW YORK (Barneys) is a luxury specialty retailer renowned for having the most discerning edit from the world’s top designers, including women’s and men’s ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home. Barneys’ signature sense of wit and style is manifested in its creative advertising campaigns, original holiday themes, and celebrated window displays. Today, Barneys New York operates flagship stores in New York City, Beverly Hills, Chicago, Seattle, Boston, San Francisco, Las Vegas, Los Angeles and Scottsdale along with a preeminent luxury online store,, as well as 25 other stores and outlets across the United States. For more information about Barneys New York, please visit and explore its luxury content site, The Window, for an insider’s look into the Barneys world.

SOURCE RITUALS Home & Body Cosmetics