Rituals Cosmetics’ Mind Oasis – a dedicated mind spa space offering a range of multi-sensorial experiences like brain massages, hydro massages and guided meditations and breathwork – was initially launched in 2021 at the brand’s flagship megastore The House of Rituals in Amsterdam. Mind Oasis was designed to calm busy shoppers and offer an experience beyond traditional beauty retail.

Relax smarter, recharge deeper

During a keynote presentation at Shoptalk Europe 2025, held in early June in Barcelona, Spain, Raymond Cloosterman, founder and CEO of Rituals, told attendees experience-led and immersive retail offerings was the future of beauty.

“For us, this is what immersive retail is all about. It’s not about the products; it’s about the total experience and the guts to take it further,” Cloosterman said.

The CEO said Rituals was sharpening focus on Mind Oasis as the company transitioned from beauty to wellbeing. “One of the biggest epidemics of the moment is stress. Stress is the new normal and calm is a wonderful luxury,” he explained. And Rituals, he said, was on a mission to broaden access to this luxury.

Mind Oasis could already be found in a number of larger Rituals stores across Europe, he said, helping shoppers to “relax smarter and recharge deeper”. But longer-term, Cloosterman said the vision was to expand Mind Oasis beyond the company’s own beauty walls as a plug-and-play system for premium hospitality and travel businesses, such as hotels, airports, wellness resorts and large corporations. And Rituals was starting this rollout in just a few months – from September, this year.

Speaking to Premium Beauty News after the Shoptalk Europe keynote, Cloosterman said: “We feel and see that we can share the positive benefits of our Mind Oasis beyond our walls.”

Mind Oasis – Wellbeing beyond beauty

“...September 2025 marks a new chapter,” Cloosterman said. “That’s when we open the doors for other businesses to bring Mind Oasis into their own environments. We’ll provide everything – from design and technology to training and support. It’s a plug-and-play model, but with soul.”

From the very beginning, he said Rituals had envisioned it as a space where “ancient wisdom meets modern science” and as the concept upscaled this would be firmly maintained.

The initial launch at The House of Rituals had enabled the company to “test, refine, and ultimately bring this dream to life”, he explained, following three years of development alongside neuroscientists, soundscape composers and sensory designers. The teams had worked to craft immersive experiences like the Brain Massage and Hydro Massage using brainwave entertainment technology and zero-gravity sensations to deliver “measurable impact and effortless restoration”, Cloosterman said, that would now be available to others.

Asked if there were specific global markets Rituals would be targeting with Mind Oasis, he said: “While Rituals is active in over 30 countries, the strongest initial demand is expected in Europe, particularly in wellness-forward markets like the Netherlands, Germany and Scandinavia. However, Asia and North America are also seen as high-potential regions, especially in luxury hospitality and airport lounges.”

Experiential wellbeing – A global benchmark

The goal was to scale Mind Oasis globally, the CEO said – across Rituals stores and through partners – but, longer-term, the vision was bigger. “We want Mind Oasis to become the global benchmark for experiential wellbeing. In ten years, we see it in hundreds of high-traffic, high-touch locations around the world,” he said, with the company even exploring how Mind Oasis could be brought into people’s homes.

Discussing the potential Mind Oasis had to bolster revenue for Rituals – taking the brand beyond its 2024 EUR 2.1 billion revenues – Cloosterman said: “We’re not chasing numbers, we’re building a wellbeing movement. That said, Mind Oasis is a strategic pillar for growth. It represents our shift from product to experience, from transaction to transformation. It’s a new revenue strem, yes, but more importantly it’s a new way to serve our mission.”

And as Rituals continued to shift beyond beauty and into wellbeing, the CEO said there were plenty of other innovative avenues the company was looking at. “We’re exploring beauty tech, digital wellbeing tools, sleep and mindfulness ranges. We’re also experimenting with AI diagnostics and immersive retail formats. The future of wellbeing is multi-sensory, data-driven, and deeply personal – and we’re just getting started.”