Is Rituals ethical and sustainable?
Rituals has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 5 Nordic markets.
Is Rituals ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Rituals ranks #45 in the Netherlands in 2026, its strongest of 5 markets. A lower number is better.
Key takeaways
- Strongest market today: the Netherlands at 45th (2026).
- All-time best result: 15th in the Netherlands (2017).
- Biggest year-over-year improvement in Denmark: moved up 2 positions from 2025 to 2026.
- Biggest year-over-year drop in Norway: slipped 58 positions from 2025 to 2026.
- Measured for 10 years (2017–2026) across 5 markets.
Work at Rituals?
The ranking is only the headline. See what a Brand Snapshot shows behind it: the underlying score, the environmental and social split, and how you compare with your industry. Leave your work email and download an example straight away.
We may follow up by email. See our privacy policy.
Rituals's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2017–2026.
🇫🇮Rituals in Finland
Beauty| Year | Rank in Finland |
|---|---|
| 2023 | #157 |
| 2024 | #151 |
| 2025 | #140 |
| 2026 | #167 |
🇩🇰Rituals in Denmark
Beauty| Year | Rank in Denmark |
|---|---|
| 2020 | #53 |
| 2023 | #46 |
| 2024 | #59 |
| 2025 | #71 |
| 2026 | #69 |
🇳🇴Rituals in Norway
Beauty| Year | Rank in Norway |
|---|---|
| 2020 | #77 |
| 2021 | #40 |
| 2022 | #79 |
| 2023 | #84 |
| 2024 | #139 |
| 2025 | #101 |
| 2026 | #159 |
🇸🇪Rituals in Sweden
Beauty| Year | Rank in Sweden |
|---|---|
| 2020 | #158 |
| 2021 | #119 |
| 2022 | #121 |
| 2023 | #104 |
| 2024 | #168 |
| 2025 | #131 |
| 2026 | #187 |
🇳🇱Rituals in the Netherlands
Beauty| Year | Rank in the Netherlands |
|---|---|
| 2017 | #15 |
| 2018 | #18 |
| 2019 | #32 |
| 2020 | #35 |
| 2021 | #37 |
| 2022 | #45 |
| 2023 | #38 |
| 2024 | #49 |
| 2025 | #31 |
| 2026 | #45 |
Want to know what's behind Rituals's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about Rituals
Is Rituals a sustainable brand?
Rituals has been measured by the Sustainable Brand Index since 2017. Most recent rankings: Finland #167 (2026); Denmark #69 (2026); Norway #159 (2026); Sweden #187 (2026); the Netherlands #45 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Rituals ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Rituals ranks #45 in the Netherlands in 2026, its strongest of 5 markets. A lower number is better.
How sustainable is Rituals in Finland?
In Finland, Rituals ranks #167 in 2026 (industry: Beauty). Its best position was #140 in 2025.
How sustainable is Rituals in Denmark?
In Denmark, Rituals ranks #69 in 2026 (industry: Beauty). Its best position was #46 in 2023.
How sustainable is Rituals in Norway?
In Norway, Rituals ranks #159 in 2026 (industry: Beauty). Its best position was #40 in 2021.
How sustainable is Rituals in Sweden?
In Sweden, Rituals ranks #187 in 2026 (industry: Beauty). Its best position was #104 in 2023.
How sustainable is Rituals in the Netherlands?
In the Netherlands, Rituals ranks #45 in 2026 (industry: Beauty). Its best position was #15 in 2017.
Where does this data on Rituals come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →