THE WHAT? Rituals, the Dutch luxury cosmetic brand, is launching its inaugural beach club in Knokke, Belgium. From 5 July to 5 August, the brand will transform Yssis Beach into a tranquil haven adorned in turquoise and orange, reflecting the colors of their popular Ritual of Karma line.

THE DETAILS  The club will also offer branded goodies, such as The Ritual of Karma beach tennis rackets and a sunscreen distributor. The Ritual of Karma products, known for their lotus flower and white tea scent, will be prominently featured, including sun products like after-sun lotion and cooling after-sun shower cream.

THE WHY? Raymond Cloosterman, CEO of Rituals Cosmetics, expressed his personal affinity for Knokke, citing it as the ideal location for the brand’s summer venture. “Knokke is a beach town that I personally love. It’s a unique place where I come to relax, where nothing is assumed. It’s one of the reasons why Rituals will be there this summer”.