The Challenge
Rituals needed to move beyond isolated eco-friendly practices and establish a clear, credible sustainability narrative that could strengthen consumer trust and support their goal of B Corp certification.

The Solution
A holistic strategy reframed sustainability as part of Rituals’ brand of self-care, connecting existing efforts with broader objectives and creating a platform that was consistent across retail and digital touchpoints.


I collaborated with the brand to refine and revamp this story, guiding the development of The Karma Collective initiative, a community-driven program that encouraged mindful daily actions under the mantra Do good. Feel good. Be good. The refreshed platform positioned Rituals as a brand that fosters harmony and positive impact. Results included achieving B Corp certification ahead of schedule, committing to Net Zero by 2050 with ambitious interim targets, and launching initiatives like refillable packaging and environmental restoration projects. Further programs such as Tiny Miracles underscored Rituals’ role in creating a cycle of sustainable well-being..

Team: Christopher Penman, Amy Adams, & Rituals Creative Department