Rituals Commits €20 Million to Youth Mental Health
The cosmetics company will fund youth mental wellbeing partnerships and programmes between 2026 and 2028 through its Profit for Impact initiative.
Updated on Nov. 3, 2026 in Youth
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Rituals has committed €20 million between 2026 and 2028 to partnerships and programmes supporting youth mental wellbeing, funded through its 10% Profit for Impact initiative. The company is a member of UNICEF's Global Youth Mental Health Coalition.
Why it matters
Rituals said the investment targets a gap between the availability of youth mental health support and its accessibility, as many programmes developed by governments, schools, healthcare providers and non-profits struggle to reach the young people who could benefit from them.
Rituals committed €20 million for 2026 to 2028 through its 10% Profit for Impact pledge of annual net profits. The company expects the pledge to contribute €300-400 million over the next decade, though the allocation of the current funding across programmes has not been detailed.
The players
Rituals
Rituals is a Dutch cosmetics and home fragrance company that operates its Profit for Impact pledge to direct a share of its profits toward social wellbeing causes.
UNICEF
UNICEF is the United Nations agency that works to protect children's rights and wellbeing, and it leads the Global Youth Mental Health Coalition that Rituals has joined.
The details
Rituals is a member of UNICEF's Global Youth Mental Health Coalition, alongside Spotify, Sony Group Corporation, lululemon and the Z Zurich Foundation. The company supports Super Chill, a programme using playful body and mind exercises to help children recognise emotions, which Rituals says has reached more than 250,000 children across the Netherlands, Germany, the UK and France.
Timeline
2026-2028: Period covered by Rituals' €20 million youth mental wellbeing commitment
Next decade: Profit Pledge expected to contribute €300-400 million
Culture Shift
Rituals' investment sits within UNICEF's Global Youth Mental Health Coalition, which brings private companies such as Spotify, Sony and lululemon into youth wellbeing efforts. The commitment reflects a growing pattern of consumer brands channelling profit pledges into mental health programmes aimed at young people.
Families in the Netherlands, Germany, the UK and France may encounter Super Chill, which has reached more than 250,000 children in those countries. The World Health Organization estimates one in seven adolescents will experience a mental health condition, making accessible support programmes relevant to households with young people.
The takeaway
Access to youth mental health support depends on whether programmes can actually reach the young people who need them, so parents and educators may benefit from checking local and school-based resources early. Corporate and non-profit partnerships such as the Super Chill programme offer one route into those resources.
Further reading
Explore more on Youth trends and wellbeing across the site.
Source note: This article includes information reported by The Moodie Davitt Report.
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