Fragrance has increasingly become part of a broader conversation surrounding wellbeing, mindfulness, and everyday rituals. Contemporary perfumery extends beyond personal adornment, with many fragrance houses exploring the emotional relationship between scent, memory, and daily routines. As consumers seek products that contribute to moments of calm and reflection, perfume has evolved into a sensory companion capable of shaping atmosphere and enhancing ordinary experiences. This growing perspective places fragrance at the intersection of craftsmanship, emotion, and personal wellbeing.
The emotional influence of scent has long been recognised by experts in the field of perfumery. Master perfumer Francis Kurkdjian has observed, “Perfume is an art that makes memory speak.” His reflection highlights fragrance’s unique ability to evoke emotions and create lasting personal associations. Neuroscientist Dr. Rachel Herz, internationally recognised for her research into the psychology of smell, has similarly stated, “Odors have a special ability to cue autobiographical memories.” Together, these perspectives illustrate how fragrance possesses a remarkable capacity to influence emotion, enrich everyday experiences, and create meaningful sensory connections.
Building on this philosophy, Rituals introduces the Founder’s Collection, a new series of eight Eau de Parfums personally curated by the brand’s founder, Raymond Cloosterman, together with members of his family. Inspired by the company’s long-standing vision of transforming everyday routines into meaningful moments, the collection encourages a more conscious relationship with fragrance throughout the day.
Each composition has been created to accompany daily life with a sense of optimism, balance, and personal wellbeing. Rather than treating perfume solely as a finishing touch, the collection presents fragrance as part of a broader lifestyle centred on mindfulness and small moments of reflection. Could the most meaningful luxury today be found in the quiet rituals that shape everyday life?
The collection consists of eight long-lasting Eau de Parfums developed to remain perceptible for up to twelve hours. Through an innovative skin-activating technology, each fragrance gradually evolves in harmony with the wearer’s individual skin microbiome, creating an olfactory signature that develops uniquely from person to person.
As a result, every composition reveals subtle variations depending on the individual wearing it, offering a more personal fragrance experience that reflects the natural interaction between skin chemistry and carefully selected raw materials.
The Founder’s Collection was developed in collaboration with the internationally recognised fragrance and flavour company DSM-Firmenich. Drawing upon extensive expertise in perfumery innovation, the partnership combines advanced fragrance technology with carefully balanced compositions designed to create a lasting sensory impression.
The creative philosophy behind the collection is rooted in the belief that fragrance has the ability to enrich emotional wellbeing, awaken memories, and encourage greater awareness of the present moment. Each Eau de Parfum has therefore been conceived not only as a perfume but also as an invitation to experience familiar routines with renewed attention and appreciation.
For more than twenty-five years, fragrance has remained central to the identity of Rituals. Throughout its history, the brand has drawn inspiration from traditions and ingredients discovered across different cultures, developing collections that encourage moments of calm within increasingly busy modern lifestyles.
Reflecting on the inspiration behind the collection, Raymond Cloosterman explains: “In a world that continues to move faster, even the smallest moments can make a great difference. With the Founder’s Collection, we wanted to create fragrances that not only touch the senses but transform everyday moments into experiences of joy, wellbeing and mindfulness.”
With the Founder’s Collection, Rituals continues to expand its exploration of fragrance as an essential element of personal wellbeing. Through eight carefully curated Eau de Parfums, innovative fragrance technology, and a philosophy centred on mindful living, the collection presents perfume as a daily ritual capable of transforming ordinary moments into lasting sensory experiences.
