From an almost-fire to a 2-million-product-a-year partnership: Rituals x Tiny Miracles

As you know, Rituals has been a proud supporter of Tiny Miracles, a pioneering foundation on a mission to help some of the poorest communities in Mumbai, India, break out and stay out of the poverty cycle, since 2011.

Most likely, many of you think of our beach bag when you think of Rituals and Tiny Miracles, but the collaboration did not start with the bag. Our first order from Tiny Miracles was in fact, incense sticks. Tiny Miracles being based in India, and with India's long history with incense sticks, this order made sense - or so we thought... When testing out a sample, Rituals Head of Impact Niki Schilling almost burned her house down, leading Tiny Miracles founder, Laurien Meuter to declare Tiny Miracles "the world’s worst incense maker"!

With this setback, Rituals founder Raymond Cloosterman went back to the drawing board to find the ideal product for this collaboration. The solution was, of course, our famous beach bag. Perfect for Rituals customers, requiring skills that the women of Tiny Miracles could easily learn.

From an almost-fire to a 2-million-product-a-year partnership, our collaboration has come a long way and helped many communities break out and stay out of the poverty cycle.