Rituals commits to growing five million trees in 2022
Rituals Cosmetics has announced the biggest sustainability investment in its history by planting, protecting or restoring a tree for every refill sold.
In collaboration with its partners, the brand aims to grow 5 million trees globally by the end of 2022.
The initiative is part of Rituals’ bigger Clean, Conscious & Caring strategy in which Rituals has committed to reduce its environmental footprint. Rituals became a Certified B Corporation earlier this year, and this commitment marks another important step in the brand’s journey to sustainable wellbeing.
Over the next year, Rituals will support multiple reforestation initiatives to help prevent climate change and mitigate its effects.
Supporting carbon capture via reforestation initiatives is part of the wider Clean, Conscious & Caring Strategy in which Rituals commits to reduce its environmental footprint. The wellbeing company has pledged to transition its personal care range to 90% natural origin ingredients by 2023, shift all of its packaging to 100% recyclable/refillable or made with recycled materials by 2025. In addition, Rituals aims to reduce its carbon footprint in line with the scale of reductions required by the Paris Climate Agreement. To accelerate its impact, Rituals now commits to growing 5 million trees.
Speaking on how this initiative aligns with consumer needs, Rituals Global Travel Retail Director Melvin Broekaart, said: “In the travel retail channel, consumers are increasingly seeking brands with proven sustainability credentials. The 5 million trees commitment underlines that at Ritual Cosmetics, we are taking our sustainability responsibilities seriously. As a wellbeing brand first and foremost, we are eager to be at the forefront of projects which help consumers make more informed and sustainable choices, and inspire kinder practices for both people and planet.”
Rituals aims to balance pampering its customers and help them take care of their wellbeing, while acting responsibly at the same time. The brand’s Refill Collections operate on that exact intersection by allowing customers to keep using beautiful, luxury products at home while being mindful of the planet too.
“Rituals is all about wellbeing – we value people’s personal wellbeing as much as the environmental wellbeing. With our refill movement we help our customers to make conscious decisions. In 2021 alone, we saved 434.138 kg in materials, thanks to our loyal customers choosing our wide range of eco-chic refills”, explains Director of Innovation & Sustainability Niki Schilling. “Understanding the crucial role that trees play in the future of our planet, we introduced the Buy One Refill, Grow One Tree Program, to trigger proactive changes that support our environment.
Throughout this year, Rituals will plant, protect or restore a tree for every refill sold. To encourage customers to join this refill movement, the beauty brand is offering customers a discount on any refill they buy throughout Earth Week.
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