The body and home lifestyle brand inspired by ancient eastern rituals designed to help people slow down and create meaningful moments accelerates its growth in the U.S.

Rituals, the brand that is all about slowing down and finding happiness in the slowness of things, is growing at an ever more accelerated pace. The irony is not lost on Marjolein Westerbeek, President, Rituals USA.

“It’s a beautiful contradiction. Rituals is a high-speed train. That’s why I love it,” said Marjolein.

The Dutch brand just opened its first West Coast door, at Westfield UTC in San Diego, California. The boutique is the first Rituals store in California, and the twelfth in the U.S. since arriving at Barneys New York in 2013, and opening its first freestanding retail store in New York in 2014.

Today, there are close to 700 Rituals stores worldwide, in 27 countries. Rituals is also present in 2,500 points of sale across the globe (department stores and perfumery chains), 500 airports and train stations, and 10,000 hotel rooms worldwide. The brand, which was founded by Raymond Cloosterman in Amsterdam in 2000, is still privately owned, and growing 35 percent globally every year.

Growth was slow and organic in the early years. “Back in 2000 when we started, we were a little bit ahead of times. It took us eight years to reach the tipping point. We are not in a rush because we believe the story of the brand needs to last,” said Marjolein.

As the wellness movement continues to gain pace globally, the timing for Rituals, with its mission of mindfulness and wellness, is perfect, and no more so than in Southern California which has always been ahead of the curve with regard to holistic health.

“There is a need to slow down in today’s world, to be present in the moment,” said Marjolein. “When you want to live more mindfully, we can help you. Rituals transforms daily routines into meaningful moments. We are not here to sell beauty. We are here to make you feel special.”

The brand encourages customers to find joy in the smallest of moments, for example, by turning the morning shower into a moment of micro-meditation.

The brand’s most iconic product across the globe is the shower foam. “At $15, it’s a beautiful entry point. Rituals is an accessible, luxurious brand. People are amazed by the high quality, and when they see the price point, they are also amazed.”

Stepping into a Rituals store, the atmosphere is warm and relaxed, and designed to help customers slow down. Everyone is greeted with a cup of tea; soothing messages on walls reminds customers to slow down (‘to find happiness in the smallest of things’), and there is no hard sell by sales staff. “We create a moment of stillness in the store. It’s so beautiful to welcome people. It’s not an extra effort. It’s a mindset. We are big in telling stories, and you need time to tell stories.”

Every Rituals store, including the new San Diego boutique, features a majestic cherry blossom tree in the center of the space (“an Instagrammable moment”), together with a water island where customers can try an array of products.

Signature collections, comprising more than 400 SKUs, are inspired by ancient Eastern philosophies. The collections are unisex (35 percent of Rituals customers are men), and include The Ritual of Sakura (celebrating each day as a new beginning), The Ritual of Happy Buddha (an uplifting collection that inspires positivity), The Ritual of Ayurveda (inspired by the principle of cleansing and balancing energies), The Ritual of Dao (based on the Chinese philosophy of nourishing Yin energy), The Ritual of Namaste (advanced natural skin care), and The Ritual of Banyu (limited edition inspired by Balinese ceremony).

“We guide customers through all the rituals. You choose the ritual that best fits you, and are able to surround yourself with that specific ritual in your shower, in your home, and by layering fragrances. In every category we present, we find a connection to our core message,” said Marjolein.

Product forms include foaming shower gels, body scrubs, body creams, body mists, fragrance sticks, candles and washing up liquid, with natural ingredients that have been used throughout the ages.

“We are very proud to be able to say that the company is doing well in the US. There is such a need for a brand like ours.”

In addition to the San Diego store, Rituals is set to open an additional five stores in California in 2018, as well as two stores in the Tri-state area. Outside the U.S., Rituals will be opening its first store in Japan in Q3 2019.

Marjolein’s favorite ritual? Perhaps not surprisingly, it is The Ritual of Dao, based on the Chinese philosophy of Yin and Yang. “Dao represents both worlds: the high-speed train, and the desire to be present in the moment.”