Rituals will invest €20 million in youth mental wellbeing programmes between 2026 and 2028, funding evidence-based initiatives that build resilience, connection and emotional wellbeing for young people across its markets.

The commitment draws on the Dutch brand's 10% Profit Pledge, under which it allocates 10% of annual net profits to people and planet. Rituals expects the programme to channel between €300 million and €400 million over the next decade.

Why is a beauty brand funding mental health?

The business case rests on scale. According to the World Health Organization, one in seven adolescents lives with a mental health condition. Many programmes proven to strengthen resilience, belonging and emotional wellbeing fail to reach the millions of young people who could benefit — a distribution gap, not an evidence gap.

Rituals CEO Raymond Cloosterman framed the problem in direct terms: "The challenge is no longer knowing what works. The challenge is helping effective programmes reach more young people."

Cloosterman is calling on brands across the industry to rethink their role in tackling social challenges, arguing that companies need to move beyond awareness campaigns. "We believe brands can play a role in increasing access by using their reach and influence to support partners with deep expertise," he said. "Through 10% Profit for Impact, we hope to contribute to that collective effort."

Which programmes does the money back?

The €20m tranche will support evidence-based programmes with demonstrable reach. Two structures already anchor Rituals' involvement:

• UNICEF's Global Youth Mental Health Coalition — Rituals holds a leading role in the coalition, which brings private sector companies together around youth mental wellbeing. The brand contributes funding, awareness and consumer reach to accelerate what it calls "solutions with proven impact."
• Super Chill — a programme of playful body and mind exercises that helps children recognise emotions and develop practical ways to respond to them. Super Chill has already reached more than 250,000 children in the Netherlands, Germany, the UK and France.

What does this mean for the trade?

For a home-and-beauty retailer of Rituals' size, a 10% net profit allocation is a material structural commitment, not a marketing line item. It signals how mid-large beauty players are building corporate purpose spending directly into P&L planning — a model procurement and CSR teams at competitor brands may face pressure to benchmark.

The move also ties brand equity to measurable social outcomes in four core European markets where Rituals operates retail. Programme reach figures, such as Super Chill's 250,000 children, will serve as the reporting metrics that industry watchers can track against future disclosures.

The €20m covers 2026 through 2028; the next data point to watch is the first annual impact report under the pledge, which will show how much of the €300m–€400m decade-long projection lands in year one.