Dutch company Rituals Cosmetics has unveiled its first book, which it says embodies the brand’s philosophy of ‘The Art of Soulful Living’, or achieving wellbeing by unifying the body, mind and soul.
Rituals launched the 400-page coffee-table book, which is called The Book of Rituals, at an event in Amsterdam’s Rijksmuseum on June 9.
“Rituals was founded 22 years ago as a body and cosmetics brand and has evolved beyond just the products and their physical benefit to include the mental benefit; this body and mind benefit was embraced by consumers,” explained Rituals Cosmetics Creative Director Dagmar Brusse at the event. “But people also don’t pay enough attention to the spiritual side – the soul – and this will be the next chapter [of the brand].”
Wellbeing compass
To illustrate its Art of Soulful Living concept, Rituals devised a compass based on 13 themes, such as authenticity, kindness, joy and passion. (Consumers can interact with The Art of Soulful Living compass at the brand’s flagship store in Amsterdam.)
Each chapter in The Book of Rituals explores one of the 13 themes. In addition, the book includes exercises and recipes, as well as profiles of what the brand deems as inspiring personalities, such as happiness ambassador Mo Gawdat, comedian-turned-mental health campaigner Ruby Wax and Rituals Cosmetics Founder Raymond Cloosterman.
Rituals worked with photographer and artist Jasper Abels to illustrate the book.
The Book of Rituals retails at €89.90 and is on sale in the brand’s Amsterdam flagship store and on its online channels. The book will also be available in selected stores from July 1.
Wellbeing and the House of Rituals
Rituals has put a stronger focus on the wellbeing aspect of the brand in recent years. Its flagship House of Rituals store, for example, includes a Mind Spa, which offers mental relaxation services. Rituals developed treatments with experts in the fields of breathwork, deep rest and meditation.
For example, a 25-minute brain massage offers customers either a mental recharge boost or a deep body and brain relaxation. Customers can also listen to music featuring frequencies and vibrations aimed at guiding the listener’s breathing, or partake in a virtual campfire, whereby they watch how flames respond the group’s collective meditative state.