Luxury cosmetic brand Rituals is bringing its first beach club to the Belgian seaside town of Knokke. The Dutch company will be setting up camp for a month from 5 July and promises beachgoers a luxurious, calming spot perfect for sunbathing.
Knokke is generally known for its luxurious vibes, where people come to see others and be seen. No better place for Rituals, which has been a staple in the European cosmetics scene since 2000, to lay out their beach towels and sunbeds.
“Knokke is a beach town that I personally love”, Raymond Cloosterman, CEO at Rituals Cosmetics, explained his choice for the city. “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.”
From 5 July until 5 August, Rituals will take over the famous Yssis Beach in Knokke. For the occasion, all the equipment will be turquoise and orange, to match the well-known Ritual of Karma line. The Ritual of Karma products smell like lotus flower and white tea and do offer a wide range of sun products, including an after-sun lotion and a cooling after-sun shower cream.
According to Rituals, its beach club will be the perfect place to enjoy the sun, to read a book, to drink a glass of rosé, to play some beach volley or simply to be seen. As one might expect, the beach club will also offer a selection of branded goodies, including The Ritual of Karma beach tennis rackets, Rituals-themed tapas and a sunscreen distributor.
In case you simply can’t wait for 5 July, during the month of June, Rituals’ beach club is in the Netherlands, at Tijn Akersloot, in Zandvoort. If you happen to be in the neighbourhood, you’ll be able to get a taste of what the Knokke Rituals beach club will look and feel like.
