Rituals Unveils the UK’s First-Ever Mind Oasis

Rituals has opened the first Mind Oasis in the UK, bringing a new era of experiential wellbeing to London.

The launch marks the latest expansion of Rituals’ luxury wellness concept, already established in Amsterdam, Paris, and Barcelona. Its arrival also signals a broader shift towards immersive, science-backed self-care within the retail landscape.

“Having spent my entire career in retail, I understand the critical importance of establishing a flagship presence on London’s busiest shopping street,” says Annemarie Forsyth, Rituals’ Managing Director. “I am incredibly proud to be opening what will be not only the UK’s first Mind Oasis, but also the largest Rituals store in the UK. It’s an ideal location to pause, breathe, and reconnect.”

Nestled on Oxford Street, Mind Oasis is now the 131st Rituals store in the UK and will soon be joined by two further stores set to open before the end of the year. The 463-square-foot space is positioned as a sanctuary for mental and physical reset, blending multi-sensory environments with science-driven treatments designed to counter modern overstimulation.

Two wellbeing treatments are on offer, beginning with the Brain Massage — the signature experience and the concept’s scientific anchor. Rooted in brainwave entrainment, it uses synchronised 4D sound, haptic vibration, guided audio, and breathwork to ease the mind out of high-frequency Beta, the alert and stressed state, and into Theta, the deeply restorative state between wakefulness and sleep. It’s a level of recuperation usually only reached as you drift off or wake up, when the brain can reset with minimal effort. Rituals is the first brand to develop a treatment of this kind, designed to deliver profound rest in a short, accessible format.

The Brain Massage Recharge provides a quick reset in a zero-gravity recliner, while the extended Deep Rest and Reset advances the experience with deeper sound immersion and rhythmic breathing.

The Hydro Massage works in a different way entirely. It uses dry immersion to give a floating sensation, creating a light, weightless feeling that helps the body unwind. Warm jets move across the muscles to ease tension, and red light therapy plays a role in supporting collagen and maintaining a steady circadian rhythm.

Nature-recorded soundscapes collected over 15 years from forests, mountains, and coastlines help deepen the sense of calm, while scents from The Ritual of Jing — including lavender and sandalwood — work directly on the limbic system to help the body shift into a state of relaxation almost instantly. The Hydro Massage is available as both a standalone treatment and an add-on to both the Brain Massage Recharge and Brain Massage Deep Rest and Reset.

Experiences start from £29 and can be booked online at rituals.com.