-24% cardboard packaging, +70% loyalty: Rituals’ recipe for success

Category: Blog

Last updated: March 23, 2026

At Rituals, sustainability is a strategic pillar that redefines the business model and guides every commercial decision.

An impact company by definition

“We are an impact company,” says Niki Schilling, Chief Impact Officer. “That means in every business decision, you keep people and the planet in mind.”

This philosophy led Rituals to earn B Corp certification, a demanding label that rigorously evaluates governance, supply chain, and environmental practices.

This mindset also translates into a rare financial commitment: donating 10% of annual net profit to environmental causes and children’s mental health. “That’s what I hope: that in five years, we’re not the only ones doing this,” Niki Schilling shares. “When companies do well, we all need to do more. That’s what gives Rituals meaning.”

Ambitious climate targets

Rituals has set specific targets for 2030:

42% absolute reduction in scope 1 and 2 GHG emissions compared to 2021
51.6% reduction in scope 3 GHG emission intensity per euro of gross profit compared to 2021

Rituals’ “3R” approach: sustainability meets profitability

“We work with over 400 suppliers worldwide. We have complex products with many different ingredients.”

Faced with this complexity, Rituals structured its approach around the three Rs: Reduce, Recycle, Refill.

Reduce: Plastic inlays in gift sets have been replaced with paper. Scented candle cardboard box weight has been reduced by 43 grams. Trial sets have been resized, enabling a 24% reduction in cardboard packaging.
Recycle: By 2030, Rituals aims for its entire packaging portfolio to be recyclable, with a minimum of 35% post-consumer recycled materials in plastic packaging.
Refill: Rituals was one of the first cosmetics brands to introduce refills. Today, 80% of bestsellers are available in refillable format, with a 70% loyalty rate on fragrance sticks. Proof that sustainability and performance go hand in hand.

“You can buy a beautiful product, then refill it indefinitely,” explains Niki Schilling. An approach that builds customer loyalty while drastically reducing waste.

“I hope that in five years, my department won’t even exist anymore. That most products are simply sustainable. That it’s just the way things are done.”

Niki Schilling

Chief Impact Officer

Measure to manage: Sweep’s contribution

For sustainability to become a real business driver, you need to measure and optimize it. That’s why Rituals uses Sweep, to quantify its carbon footprint and identify the most effective reduction actions.

Emma Olde Bijvank, Head of Sustainability: “Sweep’s software gives us more control over our environmental impacts. It shows us which actions will contribute most to our Net-Zero goals.”

The goal: making sustainability invisible

“I hope that in five years, my department won’t even exist anymore,” Niki Schilling shares. “That most products are simply sustainable. That it’s just the way things are done.”

This vision says it all: when sustainability is fully embedded in the business, it no longer needs to be a separate department. It becomes the norm, the foundation on which to build growth.

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Sweep can help

Sweep makes sustainability work for your business. Not the other way round. We connect all your sustainability data and turn it into business intelligence to help you unlock performance – from compliance and risk reduction, all the way to cost-savings, and market differentiation.

With Sweep, you can:

Lower costs through real-time tracking and insights
Strengthen supply chains with end-to-end visibility and engagement
Deliver audit-ready sustainability and climate reporting with confidence
Make sustainability intelligence available to everyone to optimize the business

See how we can help you on your sustainability journey

Book a demo