Today, Rituals Cosmetics announces its biggest investment yet to support the wellbeing of the planet by planting, protecting or restoring a tree for every refill sold. In collaboration with its partners, the brand aims to grow 5 million trees globally by the end of 2022. The initiative is part of Rituals’ bigger Clean, Conscious & Caring Strategy in which Rituals commits to reduce its environmental footprint. Rituals became a Certified B CorporationTM earlier this year, and this commitment marks another important step in Rituals’ continuous journey to sustainable wellbeing.
WITHOUT TREES, THE PLANET CANNOT SURVIVE
The United Nations defines trees to be key in reaching sustainable development goals. From cleaning the air that people breathe and promoting biodiversity to preventing soil erosion, there are numerous reasons why trees are fundamental to the planet’s existence. Moreover, forests are one of the largest carbon sinks in the world, as trees capture CO2 from the air, which makes them crucial in combating the climate crisis. Over the next year, Rituals will support multiple reforestation initiatives to help prevent climate change and mitigate its effects.
USING BUSINESS AS A FORCE FOR GOOD
Supporting carbon capture via reforestation initiatives is part of the wider Clean, Conscious & Caring Strategy in which Rituals commits to reduce its environmental footprint. The wellbeing company has pledged to transition its personal care range to 90% natural origin ingredients by 2023, shift all of its packaging to 100% recyclable/refillable or made with recycled materials by 2025. In addition, Rituals aims to reduce its carbon footprint in line with the scale of reductions required by the Paris Climate Agreement. To accelerate its impact, Rituals now commits to growing 5 million trees.
JOIN THE REFILL MOVEMENT
Rituals aims to balance pampering its customers and help them take care of their wellbeing, while acting responsibly at the same time. The brand’s Refill Collections operate on that exact intersection by allowing customers to keep using beautiful, luxury products at home while being mindful of the planet too.
«Rituals is all about wellbeing – we value people’s personal wellbeing as much as the environmental wellbeing. With our refill movement we help our customers to make conscious decisions. In 2021 alone, we saved 434.138 kg in materials, thanks to our loyal customers choosing our wide range of eco-chic refills», explains Director of Innovation & Sustainability Niki Schilling. «Understanding the crucial role that trees play in the future of our planet, we introduced the Buy One Refill, Grow One Tree Program, to trigger proactive changes that support our environment.»
Throughout this year, Rituals will plant, protect or restore a tree for every refill sold. To encourage customers to join this refill movement, the beauty brand is offering customers a discount on any refill they buy throughout Earth Week.
GROWING MANGROVES IN INDIA AND IN KENYA
To realize its commitment to growing 5 million trees by the end of 2022, Rituals will partner up with EARTHDAY.ORG and ClimatePartner and focus on planting, protecting and restoring mangroves in India and Kenya. Not only are mangroves one of the most important natural carbon sinks on the planet, but they are also a haven for diverse flora and fauna and the first line of defence for coastal areas from both ocean tides and cyclones that often impact these regions. The collective projects are supporting local communities and their livelihoods by building back the loss of tree cover from deforestation and protecting nearby forest reserves and natural preserves. Throughout the year, Rituals will be partnering up with additional organizations to support its reforestation initiatives.
Great initiative, shopping for a good cause.
LoL, Sandra
Photos: © Rituals Cosmetics
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