When a woman has a clear vision, ideas fly high and then materialize. A matter of good vibes. This is what you perceive when speaking with Niki Schilling, Innovation and Sustainability Director from Rituals, a Dutch beauty and wellness brand founded in 2000 by Raymond Cloosterman. For the past few weeks, the brand has had an Italian store in the Carosello shopping center in Carugate, near Milan. A space in which to experiment with products – numerous for the person and for the home – but above all an ideal place to immerse yourself in the philosophy of the brand. Which aims to achieve ambitious new goals in terms of environmental protection and the well-being of its customers.
“Anyone who enters our house must live a mini spa experience and this feeling must accompany him at home, when he opens a package and finds a mantra written on it”, tells us Niki, who in addition to a manager, is also a teacher. of yoga and meditation. “Having achieved B Corp certification means that every product, in all its aspects, is designed to do no harm to the planet. The approach is scientific, because only by measuring can we be sure of sustainability. “. A theme that for Rituals is not just a subject, but its soul. Everything is certified and transparent. “We are also working to have every formula 90% natural by 2023. Additionally, along with other companies, we are part of the B Corp Beauty Coalition to promote systemic change in the beauty industry, improving its sustainability standards through collective action”.
A renewal process that began with the Namaste line launched in 2018, already at the time with 95% natural ingredients and refillable packaging. “A project of which I am proud because today I see all the big brands that have started to have ecorefills for creams and make-up”, continues Niki. “The next step to being carbon neutral is to plant a tree for every purchase you make.” But the 360 degree vision also enters the house because for Niki the house is the sanctuary where the human being must reconnect with himself: “and the treatments have the same scents of candles and incense to create a sensation of well-being that accompanies you everywhere. For example, I have a different candle for each environment. In the morning when I get up, I turn on the Karma line and practice creative visualization. It helps me in my mission: to inspire more people to seek a dimension of well-being and greater consciousness. In small and big things.
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