The Interview: How Rituals plans to redefine wellness with first UK ‘Mind Oasis’

Rituals is preparing to open its Mind Oasis concept on London’s Oxford Street on 20 November, offering a new approach to in-store wellbeing that blends evidence-based relaxation treatments with immersive, sensory-led design.

Following launches in Amsterdam, Paris, and Barcelona, the London opening marks the UK debut of the concept, promising visitors a place to pause, reset, and reconnect amid the rhythm of city life.

Positioned at the intersection of retail and wellbeing, the Mind Oasis reflects a shift towards experiential spaces that prioritise self-care and mindful living. As part of this, visitors will be able to take part in sessions designed to promote mental relaxation and physical restoration through multi-sensory experiences and mindfulness practices.

Speaking exclusively to TheIndustry.beauty, Annemarie Forsyth, UK & IE Managing Director, and Couro Seck, Head of Concept, Mind Oasis, at Rituals, discuss the inspiration behind the Mind Oasis concept, the brand’s continued retail growth, product development strategy, and future ambitions.

Rituals is expanding its store portfolio at a rapid pace, which is great news for the British high street. Before we move on to the Mind Oasis, can you tell us how many stores you now have in the UK and Ireland, and why this market is so strategically important?

AF: It’s been an energising year for Rituals in the UK and Ireland. We recently marked a major milestone with our 100th UK store opening in St Albans, and by the end of 2025, we’ll have 129 boutiques across both markets, rising to 135 when you include travel retail.

Today, we’re proud to operate 110 boutiques in the UK and 16 in Ireland, including travel retail. This expansion reflects more than just growth; it’s about the deep connection we’ve built with our consumers. Both markets share a strong appetite for wellbeing and meaningful experiences, which aligns beautifully with our mission: helping people slow down and find moments of peace in their daily lives. Strategically, the UK is one of Europe’s most influential retail landscapes, where consumers seek authenticity, purpose, and immersive brand experiences. Ireland continues to show remarkable enthusiasm for Rituals, with loyal communities and strong performance.

Our multi-format approach, from high-footfall shopping centres to premium high streets, allows us to meet consumers where they are, creating calming, immersive spaces that reflect our brand ethos. As we prepare to launch the UK’s first Mind Oasis on London’s Oxford Street, we’re excited to keep evolving how we serve our consumers, not just with beautiful products, but with experiences that truly support their wellbeing journey.

For those perhaps not so familiar with the brand, can you describe its approach to self-care?

AF: Our philosophy is that we try to help people rediscover the magic of the everyday. We’re living life on autopilot these days and due to our busy lives, we’ve forgotten what it is to enjoy the little things. People all over the world crave a moment to relax and unwind in-between. So, in addition to our luxury products, we help them step back and make every moment count. Whether you take a shower, enjoy a warm bath or drink your morning tea, we feel it is important to enrich your everyday routines with a little extra attention. It’s this holistic approach, combining fragrance, texture, and storytelling, that transforms self-care into soul care.

Let’s talk about the Mind Oasis. Please tell us about the proposition and how the idea came about?

CS: The Mind Oasis is one of the most exciting expressions of our brand purpose to date. It’s a sanctuary for the mind, a space designed to help people pause, breathe, and reconnect in the midst of busy city life. It was born in 2021, right in the heart of Amsterdam within our House of Rituals flagship, yet the soul of the concept was in the making for nearly three years before that. We envisioned a space where ancient wisdom meets modern science - a sanctuary for wellbeing in the middle of the city.

The idea was born from a simple but powerful insight: in today’s fast-paced world, mental wellbeing is just as important as physical self-care. The House of Rituals became our living lab, where we could test, refine, and ultimately bring this dream to life. We didn’t want to create just another spa, we set out to build a scientifically grounded wellbeing experience. That’s why we collaborated with neuroscientists, soundscape composers specialised in music and wellbeing, and sensory designers. Together, they helped us craft immersive experiences like the Brain Massage and Hydro Massage. These experiences are not only designed to feel good, but to truly recharge body and mind. From brainwave entrainment technology to zero-gravity sensations, every detail is engineered to deliver measurable impact and effortless restoration.

The concept has resonated deeply in cities like Paris, Barcelona, and Frankfurt, and now, we’re thrilled to bring it to London; a city full of energy, but also in need of spaces that invite stillness and reflection.

Why did you decide to launch it first on Oxford Street?

AF: Oxford Street was a natural choice for our first UK Mind Oasis. It’s one of the most iconic and energetic shopping destinations in the country; it’s fast-paced, full of life, and constantly buzzing with activity. That’s exactly why it felt right to introduce a space that invites people to pause, breathe, and reconnect right in the heart of it all.

We wanted to create a sanctuary for the mind where it’s needed most, in a place where overstimulation is part of the daily rhythm. The Mind Oasis offers a moment of calm, and Oxford Street gives us the perfect platform to reach a wide and diverse audience who are actively seeking new ways to support their wellbeing. It’s also a powerful statement about the future of retail: that it can be immersive, purposeful, and deeply restorative. We’re proud to bring this next-level wellbeing experience to London, and we hope it inspires people to embrace self-care not as a luxury, but as a regular part of their routine.

What feedback have you received since the announcement? Do you have any information on how many people have applied for positions at the new store?

AF: We’ve seen a wave of excitement from both our brand fans and new audiences who are curious about this next-level wellbeing experience. The concept, blending science-backed treatments with immersive design, has really struck a chord, especially in a city like London where the pace of life can be very busy at times!

On the recruitment side, the interest shown has been incredibly positive too. We’ve received a large volume of applications for roles at the Mind Oasis store, from people who are not only passionate about retail but deeply aligned with our purpose of helping others find moments of calm and connection. It’s been inspiring to see how many candidates are drawn to working in the Mind Oasis and we’re excited to launch with such a fantastic team in place too.

Will this be a concept you will roll out more widely and what sort of locations will you be targeting?

CS: The launch of the Mind Oasis on Oxford Street is just the beginning. The concept has already proven successful in big cities like Amsterdam, Paris, Barcelona and Frankfurt, and the feedback has been overwhelmingly positive. People are craving spaces that support mental wellbeing in a meaningful, immersive way, and we’re proud to be a part of that movement.

Looking ahead, we plan to roll out the Mind Oasis more widely. In the short term, we’re focused on scaling Mind Oasis, both in our own stores and through partners. But the long-term vision is 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. Ultimately, it’s about meeting people where they are, whether they’re shopping, working,  studying, travelling, or staying at a hotel, and giving them the opportunity to pause, recharge, and reconnect. We believe this is the future of wellbeing retail, and we’re excited to bring it to more communities across the UK and beyond.

What do you have planned for the opening and how are you marketing the Mind Oasis? 

AF: We’re absolutely thrilled about the launch of the Mind Oasis, it’s a project that’s incredibly close to our hearts. We’re planning a beautiful opening event that blends inspiration with interaction, including guided mindfulness experiences, personalisation stations, lots of great opening offers and we’ve also partnered with some truly passionate wellbeing voices.

On the marketing side, we’ve focused on using a mix of digital, social, and PR to spread the word, but what’s really exciting is the support we’re getting from local partners who believe in what we’re doing. Their voices are helping us reach people in a way that feels authentic and heartfelt.  

At its core, the Mind Oasis is about making self-care accessible and meaningful. Everything we do, from the opening to our marketing, is designed to invite people in, spark curiosity, and help them feel part of something special.

What is the expectation from the business for the performance of the Mind Oasis?

CS: The Mind Oasis is a bold and heartfelt initiative, and naturally, we have high hopes for its impact, both in terms of business performance and the value it brings to people’s lives. We’re not chasing numbers though, as we’re focusing on building a wellbeing movement. That said, the Mind Oasis is a strategic pillar for growth.

We see it as a meaningful way to deepen engagement with our consumers, build brand trust, and open up new conversations around wellbeing. It’s designed to be a space that not only attracts footfall but also fosters lasting relationships, with consumers, communities, and partners. It represents our shift from product to experience, from transaction to transformation. It’s a new revenue stream, yes, but more importantly, it’s a new way to serve our mission, and our business goals are rooted in a much bigger ambition: to make positive and lasting impact.

In a more general sense, how does Rituals develop its new ranges? Does that come from customer feedback? Do you ever resurrect past Rituals by popular demand?

AF: We have a talented team in our innovation department, and when a limited-edition product receives outstanding feedback and lasting appeal, it’s always tempting to make it a permanent part of our collection – as we did with last year’s Spring Summer Limited Edition, The Ritual of Yozakura, which came back this year as a permanent collection thanks to consumer demand. That said, the exclusivity and scarcity of a limited edition is a big part of what makes it special, so we carefully weigh many factors before making that decision. Above all, we listen to our consumers, understand what they love, and use those insights to create even more exciting, limited editions in the future. We’re always looking ahead to develop the next standout collection!

Do you have a particular favourite Ritual that you use?

AF: Yes, I do!  I love The Ritual of Jing collection, as it’s all about finding moments of stillness and calm in the everyday, which is something I think we all need more of. Whether it’s lighting a candle at the end of a busy day, or my personal favourite, which is using the pillow mist and body cream in the evenings; it’s become part of a gentle wind-down routine that helps me shift gears and prepare for a restful night’s sleep.

The Ritual of Jing has also played a central role in shaping the atmosphere of the Mind Oasis. Its focus on inner peace and restfulness aligns perfectly with what we’re trying to create, which is a space where people can pause, breathe, and reconnect with themselves. We’re always exploring new ways to bring mindfulness into people’s lives, so while The Ritual of Jing is a personal favourite, it’s also a great example of how our collections can support wellbeing in meaningful, everyday ways. 

What are the bestsellers in the range, and do you find that once people find a favourite, they shop across both body and home?

AF: Absolutely! We’ve seen that once consumers fall in love with a scent, whether it’s through a shower gel, body scrub or body cream, they’re delighted to discover it’s available in formats like candles, home perfumes, and even car perfumes too! It’s that moment of joy when your favourite scent becomes part of your everyday environment, and it’s something our consumers really respond to.

What are the ambitions for the Rituals brand in the UK and Ireland in the coming years?

AF: We’re incredibly proud of the journey Rituals has taken in the UK and Ireland, and we’re just getting started! We’re continuing to thoughtfully expand our retail footprint, with plans to open more boutiques across both regions next year, and in the years that follow. Beyond physical growth, we’re focused on deepening our impact; that means continuing to innovate with purpose, from expanding our refill programmes to launching collections that support rest, mindfulness, and self-care. We’re also proud to be a B Corp-certified brand, and through our Profit Pledge, we’re committing 10% of our net profits to initiatives that support both people and the planet.  

Ultimately, our ambition is to be more than a beauty brand. We want to be a trusted companion in people’s wellbeing journeys, helping them slow down, find balance, and bring more meaning into their everyday lives. Whether that’s through a calming shower routine, a peaceful moment in the Mind Oasis, or discovering a favourite scent that travels with them - we’re here to make those moments matter.