Rituals

Today, one in seven adolescents lives with a mental health condition. Good mental health helps young people handle stress, build meaningful relationships and make informed choices to build a brighter future and thrive.  The partnership aims to support the mental health of young minds globally, by combining Rituals' commitment to wellbeing of people and planet with UNICEF's expertise.

Rituals supports UNICEF’s mental health programmes and advocacy

The contribution of Rituals to UNICEF’s Global Mental Health Fund will support lasting, tangible change strengthening community-based mental health services; promoting awareness among teachers at schools; strengthening social services that help to identify children in need of psychological care and support, and beyond, to ensure sustainable impact for children’s mental health and psychosocial wellbeing.

Rituals will also advocate for increased action and investment by the private sector as a member of the UNICEF-led Global Coalition for Youth Mental Health to address stigma and discrimination, improve data and research on children's mental health, advocate for better policies, and improve business practice related to workplace mental health.

Rituals’ support is part of its 10% profit pledge, committing 10% of its annual net profit to support causes that improve the wellbeing of people and planet – including UNICEF’s flexible funding, which ensures aid reaches the most vulnerable children where and when it’s needed most.

“We are excited to join forces with Rituals in our global mission to support children and young people’s mental health. UNICEF’s goal is to reach 150 million children and young people in 150 countries by 2030 with programmes and resources that improve their mental health and wellbeing. This is only possible with the support of partners like Rituals,” said Kitty van der Heijden, Deputy Executive Director, Partnerships UNICEF.

Raymond Cloosterman, founder and CEO at Rituals: “The shocking numbers of how many young people are struggling with mental health issues, really struck a chord with me and I realised we wanted to do more as a company. In my vision of 21st-century entrepreneurship, it is not just about growth and profit, but primarily about the impact we make. In today’s world, we believe it is more important than ever to stand together in partnerships like these to create lasting positive change. As the future of children is our future we must support building their mental resilience. We are very proud to partner with UNICEF and are dedicated to enhance the mental health and wellbeing for young people and communities worldwide.” 

UNICEF does not endorse any company, brand, product or service.

Last updated May 2025