Rituals will invest 20 million euros in youth mental health programs over the next two years. The Dutch beauty and wellness brand, a certified B Corp, will channel the money through its 10 Percent Profit for Impact initiative into what it calls "evidence-based programs focused on creating resilience, connection and emotional well-being."

The company said youth mental health has become "one of the defining challenges facing the next generation." Rituals already partners with UNICEF's Global Youth Mental Health Coalition and participates in pan-European initiatives in the space.

What does the pledge actually fund?

The 10 Percent Profit Pledge initiative allocates a portion of Rituals' net profits to the well-being of people and the planet. The company expects the initiative to contribute between 300 million euros and 400 million euros to related causes over the next decade.

Rituals founder and chief executive officer Raymond Cloosterman framed the problem as distribution, not discovery. "The challenge is no longer knowing what works, but helping effective programs reach more young people," he said. He also called on third-party brands to use their reach and "influence to help increase access to existing support."

Esther Polhuijs, head of advocacy and programs at UNICEF Netherlands, echoed that position. "The challenge is no longer developing new solutions, but ensuring that proven approaches reach young people at scale," she said.

What is Rituals already doing in the space?

Rituals cofounded Super Chill, a program that uses playful mind and body exercises to help children recognize their emotions and build mental resilience. According to the company, Super Chill has reached more than 250,000 children across the Netherlands, the U.K., France and Germany.

The brand has also extended its mental health proposition to retail. It has opened Mind Oasis spaces at some of its largest standalone boutiques.

The spaces offer high-tech, soft-touch treatments, including:

• A "brain massage," where customers recline in a zero-gravity chair and follow a guided meditation
• Hydro massages on heated waterbeds, powered by a series of hydro-jets; customers stay fully clothed as the water rolls under them

The 20-million-euro commitment signals how Rituals intends to position well-being as core business rather than marketing garnish — and it puts pressure on other beauty brands to match the pledge with reach of their own.