Rituals Cosmetics opens first flagship store in Japan

Rituals Cosmetics has officially entered the Japanese market with the opening of its first flagship store in the trendy Aoyama district, marking a key milestone in the brand’s expansion into Asia.

The 78-square-meter store reflects Rituals’ brand identity while catering to the sophisticated tastes of Japanese consumers. The storefront, characterized by a hand-painted pattern of Asian flowers and birds, combines Dutch craftsmanship with Japanese design. This design comes from Rituals’ Amsterdam collection, inspired by a 17th-century Delftware vase from the Rijksmuseum in Amsterdam.

Inside, the store houses Rituals’ Classic collections, the luxurious Private collection, and the bespoke Amsterdam collection. The location also offers a range of gift sets, available in luxury keepsake boxes.

“This expansion into Japan is a significant milestone for us, especially because Japan inspired me from the very beginning when I founded the brand. Opening here, feels like we’ve come full circle,” said Raymond Cloosterman, founder and CEO of Rituals.

“Asia has always been a key part of our global vision at Rituals, and we’re thrilled to have established a presence in Hong Kong, Malaysia, Thailand, Singapore, China and now Japan. We have achieved substantial success in Europe while in East Asia, particularly Japan presents a compelling market opportunity. This region boasts fast-growing, diverse, and vibrant beauty and personal care industries.”

Rituals teamed up with Bluebell Group, a leading Asian brand operator and distributor, for its expansion into Japan. Bluebell Japan will oversee Rituals’ operations in Japan, leveraging its established retail network and expertise in the beauty and fragrance sector to build the brand in the market over the coming years. 

“Our collaboration with Rituals signifies a new chapter in bringing quality wellbeing products to Japanese consumers. We are honoured to support their growth and expansion in this market. This year our group celebrates 70 years of fragrance and beauty expertise in Japan. We are more committed than ever to introduce innovators in this category such as Rituals to Japanese consumers,” added Serge Grebert, Bluebell Japan president and CEO.