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Rituals Ramps Up Mental Health Support for Young People With Multimillion-Euro Pledge

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Rituals Ramps Up Mental Health Support for Young People With Multimillion-Euro Pledge

The beauty and wellness company said it will invest 20 million euros over two years in youth mental health programs "focused on creating resilience, connection and emotional well-being."

IN THE MIND: Rituals is taking its well-being proposition to the next level with a pledge to invest 20 million euros over the next two years in youth mental health programs.

The Netherlands-based beauty and wellness B Corp brand said the plan is to support “evidence-based programs focused on creating resilience, connection and emotional well-being,” with funding to come from its 10 Percent Profit for Impact initiative.

Rituals said it was making the move because youth mental health has become “one of the defining challenges facing the next generation.” It already partners with UNICEF’s Global Youth Mental Health Coalition, and is involved in a series of pan-European initiatives in the space.

Rituals founder and chief executive officer Raymond Cloosterman said, “The challenge is no longer knowing what works, but helping effective programs reach more young people.” He also called on third-party brands to use their reach and “influence to help increase access to existing support.”

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

Rituals is already active in the youth mental health space as cofounder of Super Chill, a program that uses playful mind and body exercises to help children recognize their emotions and develop mental resilience.


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