Case Study

Rituals Cosmetics: Building the world’s leading well-being brand in Asia

21 pages
August 2023
Reference: IMD-7-2411

Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European beauty industry by storm, opening two to three stores weekly. At its current pace, Rituals would soon be opening over 150 new shops per year and expanding to new markets on an annual basis. In addition to having its own stores network, Rituals’ sales channels included franchises, travel stores, various partners such as luxury hotels and an online shopping platform in multiple languages. Cloosterman’s ambition was to double his business from €1 billion to €2 billion over the next 5-10 years. Part of that plan was a very strong footprint with brick-and-mortar stores, and an online share of 25% to 30%. Offline and online experiences had to become a seamless kind of operation. Cloosterman believed that it would be difficult to reach a €2 billion target without expanding his brand into Asia.

Learning Objective
  • Brand development
  • Disruption
  • Launching a new brand in Asia
International Marketing, Global Marketing, Branding, Cosmetics, Disruption, Responsible Consumption, Responsible Production
Rituals Cosmetics, Consumer Goods, Cosmetics and Perfumes
Field Research
© 2023
Available Languages
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Teaching note
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