One such revolution is unfolding in India, through Rituals’ long-standing partnership with the Tiny Miracles Foundation.
Founded by Dutch designer and social entrepreneur Laurien Meuter, Tiny Miracles works to break the cycle of poverty for women and children in Mumbai’s poorest communities.
A Partnership Rooted in Purpose
Since 2011, Rituals has supported Tiny Miracles in its mission to help communities transition from poverty to self-sufficiency. What began as a collaboration to provide employment opportunities has evolved into a holistic approach that addresses education, healthcare, empowerment, and economic stability.
The philosophy is simple but powerful: give people the tools and support to transform their own lives. And for thousands of women and girls in India, that transformation is very real.
Creating Jobs, Confidence and Community
At the heart of this initiative is dignified employment. Women in the communities Tiny Miracles serves are trained to produce decorative packaging, artwork, and gifts used in Rituals’ product lines—particularly around seasonal campaigns and limited edition releases. These are not outsourced sweatshop jobs, but thoughtfully designed opportunities that pay a fair wage and provide safe, respectful working conditions.
Beyond income, the women gain skills, confidence, and a sense of pride in being part of something meaningful. Many of them are the first in their families to earn a stable income, which has a knock-on effect on their daughters' education and their families’ health.
The Bigger Picture: Education, Healthcare and Social Change
Tiny Miracles doesn’t stop at employment. The foundation operates on a “5 Pillars” model: healthcare, education, employment, awareness and happiness. Girls are kept in school longer. Families are taught about hygiene, nutrition and financial literacy. And Rituals helps fund access to health services and vital training sessions.
The results are transformative. School attendance among girls in Tiny Miracles-supported communities has increased dramatically, early marriages are on the decline, and female entrepreneurship is on the rise.
Conscious Luxury That Gives Back
Consumers are more mindful than ever about where their money goes. With Rituals, buying a beautifully-scented candle or indulgent bath foam can also mean supporting ethical employment, gender equality, and real social change. It’s luxury with heart—and it’s working.
This partnership is a reminder that real beauty goes far beyond packaging. It lies in the choices we make as businesses and consumers, and in the small, consistent actions that ripple out into the world—tiny miracles that create lasting change.
How You Can Support
Shop Rituals' Tiny Miracles collections – keep an eye out for special packaging or products created in partnership with the foundation.
Learn more about Tiny Miracles at www.tinymiracles.nl and consider donating or spreading the word.
Also checkout Rituals.com
Choose brands that give back – every purchase is a vote for the kind of world you want to live in.
Small rituals. Big impact. That’s something worth celebrating.
We love Rituals products because they work well and because of the commitment to working with Tiny Miracles. And yes, we own several of their amazing beach bags!
Please watch their video, here:-