Rituals’ Fine Fragrance Era Has Begun

Whether it’s shower foams or reed diffusers, Rituals has the Midas touch when it comes to making everything smell expensive. Now the Dutch brand is placing a much bigger bet on fine fragrance, with 16 new scents spread across two collections, The Founder’s Collection and Aeonian.

It’s a natural next step for a brand that has spent 26 years building its identity around scent, drawing on ancient traditions and ingredients from around the world.

In creating the collections, Rituals turned to one of the biggest names in fragrance: dsm-firmenich. But the brief stayed close to what Rituals has always prioritised — wellbeing. In true brand style, these new fragrances are designed to change how you feel, as well as how you smell.

Aeonian is Rituals’ first haute parfumerie collection, and its eight scents were created by some of the most celebrated perfumers in the industry, including Élise Benat and Fabrice Pellegrin. The collection’s name comes from the Greek aeon, meaning everlasting. It’s fitting, with the brand promising up to 24 hours’ wear.

Our pick is Velvet Vanilla, which arrives autumn-ready. It opens with musky ambrette before giving way to creamy vanilla. But a pinch of salt and soft woods keep it from tipping into dessert territory. Each Aeonian fragrance is priced at £87.90 ($125) for 60ml.

Keeping things a little more affordable is The Founder’s Collection, which offers eight eaux de parfum, priced at £68.90 ($89) for 50ml. The fragrances were envisioned by Rituals founder Raymond Cloosterman and his family, with a focus on joy and everyday luxury, rather than anything moody. The collection uses Skin-Activated Technology, which is meant to make scent develop differently on each wearer. According to Rituals, the fragrances last up to 12 hours, which should take you from morning coffee to after-work drinks.

We’re adding Inner Flame to our basket, mostly because of the pistachio. It’s fragrance’s newest obsession (for good reason), and here Rituals pairs it with juicy lychee, a soft hint of rose, and warm tonka bean for something sweet, fruity, and a little floral.

The Aeonian collection is available now at Rituals stores across the UK and US, and online at rituals.com. UK shoppers can also buy the full Founder’s Collection, but those in the US will have to wait a little longer, as only Love Whisper and Velvet Heart have launched there so far.