Rituals has launched two new perfumes lines We talked about it with the Executive Innovation Director

Why did an established brand like Rituals Cosmetics decide to venture into the realm of haute parfumerie, expanding beyond bath and skincare scents, long one of its most compelling and beloved selling points? The reasons are diverse and multifaceted, and we went straight to the source, Lot Van Rij, Executive Innovation Director, to hear the story behind the shift.

Rituals’ new fragrances drop in two distinct lines: Aeonian and The Founder's Collection

First, a brief introduction to what's new at Rituals. The latest perfume launches center around two collections. There is Aeonian, boasting 24-hour longevity, niche haute parfumerie standards, and rare, premium raw materials. This collection is crafted with ingredients sourced through responsible supply chains, including the white jasmine featured in one of the scents, harvested in Tamil Nadu, India, via a long-term partnership with local growers. Then comes The Founder's Collection, offering up to 12 hours of wear and adapting to the wearer's unique biochemistry through skin-activated technology. The result is a personal, distinct, and memorable olfactory signature. Developed in tandem with award-winning fragrance house dsm-firmenich, it turns perfume into an immersive sensory experience designed to evoke uplifting emotions.

Rituals Cosmetics: the new scents in the words of its Executive Innovation Director

"Perfumery has always been at the heart of the Rituals universe," confirms Van Rij. "Fragrances hold this remarkable ability to shape our moods, evoke memories, and spark connection. Expanding our footprint into haute parfumerie felt like the ultimate organic next step." Two lines debuted together, yet without feeling repetitive or overlapping. On the contrary: "Honestly, I wouldn’t tie Aeonian to just one single time of day. That’s really one of its most compelling aspects. Thanks to its 24-hour longevity, it seamlessly carries you from your first morning coffee through whatever the evening holds. Because the composition and its facets continuously evolve on skin, the experience shifts as the hours go by. The Founder’s Collection feels more expressive and deeply intimate to me. These fragrances deliver 12 hours of wear and activate upon contact with the skin, interacting directly with it to create an experience unique to each individual. I’d reach for it whenever I want to feel poised, polished, and confident, be it an important meeting, dinner with friends, or a memorable night out."

Sustainability and customization: two standout pillars of this launch

When it comes to sustainability and bespoke customization, the fragrance creators at firmenich weigh in. Pointing to the defining mechanism behind The Founder's Collection, they explain: "Each of the eight fragrances reacts with the skin’s microbiome upon application. Because every single person has an entirely distinct microbiome, the reaction varies slightly from wearer to wearer. It's not a radical transformation, but rather an intimate personalizing effect. We see consumers searching for an increasingly personal signature today, and this technology felt like the ideal element to bring into the fold." Regarding sustainable sourcing - particularly the spotlighted jasmine - they add: "The vision underpinning Aeonian is grounded in accessible luxury tied to daily rituals. We aimed to create scents inspired by high-end niche perfumery while keeping them approachable to a wider audience, grounding each bottle in an ingredient-driven narrative. Sustainability is a foundational pillar across Rituals as a whole. Collaborating with the brand, we briefed some of the finest perfumers in our house and across the industry with a clear premise: 'Here is a sustainable raw material. This is your anchor, now build the composition around it.'"

The future of Rituals remains true to brand heritage

Closing the loop, Lot Van Rij highlights: "Rolling out two collections featuring 16 fragrances marks a major milestone for Rituals, showcasing the true scope of our ambitions in high perfumery." Looking toward the road ahead, she expands: "For us, this is just the beginning. We see endless possibilities to nurture these lines and enrich our olfactory portfolio over time, discovering captivating ingredients, championing craftsmanship, pushing innovation, and continuing to tell stories through scent. At the same time, staying instantly recognizable as Rituals is non-negotiable: creating distinctive, top-tier fragrances that radiate personality while bringing something truly elevated into daily life."