Rituals

Cosmetics & Fragrance • Netherlandswww.rituals.com

Review data last updated August 16, 2026.

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Based on public reviews and response behavior.

Overall Score

48/100

2.88 ★ average rating · 817 reviews

Competitive Performance Rank

Among fully-analyzed Cosmetics & Fragrance companies

#166of 191

Top 87% · Bottom Tier

#1 (best)#191 (worst)

#164Peer

#165Peer

#166This company

#167Peer

#168Peer

Overall Customer Sentiment

Below Average

58% of reviews positive, 40% negative

58%

positive

Positive58%
Neutral2%
Negative40%

Sentiment Balance

Covering June 2026 — 5 reviews, not the company's full review history.

Positive sentiment

Neutral sentiment

Negative sentiment

—

positive

Positive—
Neutral—
Negative—

Takeaway: Positive sentiment accounts for 40% of reviews in this period, with 60% negative and 0% neutral.

Sentiment Trend Over Time

Reviews (Count)

Showing 785 reviews across the months with enough data to chart reliably (min 3/month), most recent: June 2026.

Sentiment has been holding steady over the period shown.

Theme Distribution

Share of theme mentions

Customer Support

18.3%

Loyalty

15.6%

Delivery Shipping

15.3%

Product Quality

12.5%

Pricing

9.2%

Most feedback concerns Customer Support.

The most common complaint theme is Customer Support, making up 18.3% of all theme mentions.

Churn Signal Score

Rule-based: negative-review share, churn-intent phrases, and sentiment movement over time.

HIGH75/100

75/100

signal score

•Built from a negative-review share of 40.1% across this company's analyzed reviews.
•10 reviews contain phrases that signal intent to leave, such as cancelling or switching provider.
•Recent reviews are more negative than earlier ones, which pushes the signal up.

Reviewer Breakdown

Star split and recent-versus-earlier sentiment.

2.9avg rating

5★

41.4%

4★

3.7%

3★

2.7%

2★

6.4%

1★

45.9%

Based on 817 analyzed reviews. Sentiment is slipping: 25.0% of reviews in the last three months were positive, compared with 87.5% in the three months before that.

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