The Beauty of Doing Better: Why sustainability, storytelling, and scent still matter

While Rituals is not one to shy away from ambition, there’s an uncommon honesty in the way Schilling speaks about the challenges. Sustainability, she explains, is complex, not least because progress often depends on external factors like global supply chains, regulation, or material availability.

“You need the industry to play along. For example, glass production takes a lot of carbon dioxide. The industry is hoping to turn the gas into green energy, but that’s not something we can influence,” she says.

So, how does the company determine where to focus its energies? “It’s called a materiality analysis,” she explains. “You ask internal and external stakeholders—your banks, consumers, employees—what they think is important. And from that, you get your 10 top topics to focus on. This isn’t decided in a sustainability room.”

One of Rituals’ priorities is circularity. “When it comes to our refill offer... that is really right now one of the best solutions,” Schilling says. “You can buy a beautiful product, and then you can refill it endlessly.” With 80 per cent of bestsellers now available as refills and a 70 per cent loyalty rate for fragrance sticks, she’s confident Rituals is ahead of the curve. “I wish I could say we are there. But we are honest and transparent. And that’s really important for the consumer.”

It’s a delicate dance: how do you pursue sustainability without losing commercial momentum?

“There are many aspects where sustainability is cheaper—you just have to really look for them,” Schilling says. “But then there are others where you have to invest. You manage expectations with shareholders. You say: ‘Our EBITDA may be lower, but if we invest now, it’ll pay back in the future.’” As a privately held company, Rituals has the luxury of taking that long view.

She’s also quick to point out that real change comes through collective action—even with competitors. “We work with L’Oréal, LVMH, L’Occitane… we’re trying to raise a fund of €100 million together to invest in startups or scaleups that have solutions. If we all adopt it together, it helps shift consumer perception. The systemic change—doing it together—is going to be really important.”

Of course, cooperation doesn’t come easily. “It’s challenging. But in sustainability, we’re not competitors. We have a common purpose.”

See also: Review: Rituals’ House of Rituals in Amsterdam is a beautiful reminder to slow down

When asked what meaningful impact looks like five years from now, Schilling doesn’t hesitate. “It’s absolutely both—metrics and mindset. Sustainability is about reduction. You measure where you are, you create a waterfall of actions, and you stick to it. That’s simple. But the impact goes beyond compliance. It’s about the mindset in the company and the mindset to contribute.”

That mindset has led Rituals to make a bold commitment: pledging 10 per cent of its net profit annually to environmental causes and children’s mental health. “That’s what I hope—five years from now, we’re not the only ones doing this. As companies are doing well, we all have to do extra. That’s what makes Rituals meaningful.”

If Schilling is the voice of impact at Rituals, Lot van Rij, the brand’s director of innovations, is the architect of sensory storytelling. She describes “purposeful innovation” as a blend of storytelling, scent, texture, and visual design.

“When we founded Rituals, all our product introductions were gathered under a ritual,” van Rij says. “So the minimum is that a product has a story behind it.”

But that story is always grounded in function. “More than 80 per cent of repurchases are linked to perfume,” she says, which is why the brand devotes significant effort to developing fragrances that are subtle but sensorial. The popular car perfume, for example, emerged from observing changing commuting habits. “We wanted to create your second home from your car with a very nice perfume.”

Despite a two-year development cycle, Rituals is deeply engaged with evolving needs and preferences. “We look at trends, but always interpret them our way,” she explains. “We’re not a trend setter, but we aim to make things smarter or in a different way.”

The tension between luxury and sustainability is not lost on van Rij. “Some people would say a luxurious, sustainable product is a paradox. I don’t think it is—but it is challenging.”

Don’t miss: Finding success at the intersection of wellbeing, mindfulness and sustainable luxury

There are constant compromises, from cost to scale to consumer expectations. “Sometimes we have a perfect sustainable packaging option, but it’s either not available in our volume or too expensive to justify.”

Even within Rituals, innovation requires bold choices. “When we take a product out of stores to replace it, people are upset. But we say, ‘The business is yesterday. We need to think about tomorrow.’”

Still, Rituals remains clear-eyed about its direction. “We’re starting plans for 2028 now,” van Rij says. “We trust our gut as much as our data. That’s how you stay ahead without chasing every trend.”

Ultimately, both Schilling and van Rij agree that change begins with a mindset, internally and externally.

“I hope that in five years my department doesn’t even exist,” Schilling says. “That most products are simply sustainable. That’s just the way things are.”

Until then, it’s about challenging assumptions—whether in the boardroom or in the beauty aisle—and nurturing the kind of thoughtful innovation that doesn’t just create better products, but builds a better world.

NOW READ

Reel to Real: Ross Butler on acting, authenticity and the algorithm

5 reasons to try a self-driving ride share on your next vacation

A local’s guide to Amsterdam’s rising food stars