Celebrating 25 Years of Urban Rituelle

A Personal Reflection on a Remarkable Journey
As I sit here reflecting on the past 25 years, I am filled with a sense of pride, gratitude, and awe at what Urban Rituelle has become. What began as a humble market stall in Sydney has flourished into a brand that not only celebrates the art of self-care but also embodies a spirit of creativity, sustainability, and community.

The Beginning of a Dream
In 1999, Scott and I set out on an adventure, guided by nothing more than our shared passion for creating products that bring joy and comfort to people’s lives. Our goal was simple: to blend luxury with mindfulness, using natural ingredients to craft products that elevate everyday rituals. From those early days of experimenting with fragrances and setting up at local markets, we had no idea the incredible journey that lay ahead.

Growth, Evolution, and a Dedication to Excellence
Over the years, Urban Rituelle has evolved in ways we could never have imagined. From our initial focus on bath and body products, we expanded into skincare and home fragrance, eventually growing into an internationally recognised brand with over 1,000 retail partners. Our decision to launch our e-commerce site in 2010 allowed us to connect with a broader audience, and today, our products are loved and cherished in homes around the world.
One of the key moments in our journey was the decision to expand our manufacturing capabilities and introduce home fragrance products in 2012. This move not only allowed us to meet the growing demand for our candles and diffusers but also solidified our commitment to remaining 100% Australian-made. Manufacturing locally has been a cornerstone of our philosophy, and it’s something we are fiercely proud of.

Milestones and Highlights
As we celebrate 25 years, it’s incredible to reflect on the milestones that have shaped our journey. Here are just some of the highlights that stand out:
- First Trade Fair: In September 1999, we participated in our very first trade fair while still working out of our home in Newtown.
- Moving into Our First Warehouse: In 2001, we moved into our first warehouse, and by 2008, we had outgrown it and moved into a larger space.
- Expanding to the USA: Between 2006 and 2008, we exhibited more than 8 times from the east to west coast of United States including the prestigious New York Gift Fair, where we won Best New Product. A true highlight was having our products stocked in Anthropologie stores across the USA.
- Taking Urban Rituelle to Japan: In 2004, we met our Japanese distributors and brought our products to Japan.
- Reed Gift Fair Success: We’re proud to have won Best Stand at the Reed Gift Fair four times—2000, 2016, 2019, and most recently in 2024.
- Olympic Village Selection: A particularly exciting moment was when our products were selected for the Olympic Village in Tokyo (2021), Beijing (2022), and Paris (2024).
- Australian Small Business Champion Award: In 2023, we were honoured to receive the Australian Small Business Champion Award.
- High Staff Retention: Perhaps one of the most personal achievements is our high staff retention rate, with many team members having been with us for over 10 years—a testament to the strong sense of family and community we’ve cultivated within our business.

Navigating Challenges and Embracing Change
Like any business, we’ve faced our share of challenges. The global pandemic forced us to rethink how we operate, pushing us to innovate, adapt, and strengthen our processes. With every obstacle came new opportunities, and through it all, we remained committed to our values—crafting products we believe in and fostering relationships that go beyond transactions.
Urban Rituelle’s success over the years has been driven by our incredible team, who share our passion and dedication. Together, we’ve celebrated many milestones, from launching new collections to winning prestigious industry awards. These achievements are a testament to the hard work, creativity, and resilience of every person involved in this business.
A Family Legacy on National Family Business Day
This year, our 25th anniversary celebration takes on even more meaning as it coincides with National Family Business Day. As a family-owned and operated business, this day is incredibly close to our hearts. Urban Rituelle has always been a family-first company, with our values of kindness, community, and connection forming the backbone of everything we do.
From the early days of Scott and I building the business side by side, the family spirit has driven our success and growth. It’s a reminder of how important it is to stay true to your roots, and I’m so proud that Urban Rituelle remains a celebration of family, love, and shared dreams.
A Celebration of Community
What I’m most proud of, however, is the sense of community we’ve built. Urban Rituelle is not just a business; it’s a family. Whether it’s our loyal customers, our amazing team, or the partners we’ve worked with for years, I am deeply grateful for the support and trust we’ve been given.
As part of our commitment to giving back, we launched the ‘Gift of Giving’ project, donating 1% of all sales from our Alchemy Collection to support OzHarvest. To date, we’ve provided over 40,000 meals to those in need, and this initiative is just one example of how we strive to make a positive impact beyond our products.

Looking Ahead
As we celebrate 25 years, I’m excited about the future. We have ambitious plans to continue growing our brand, both here in Australia and internationally. Our commitment to sustainability, quality, and innovation will always be at the heart of what we do, and we’re eager to see where the next chapter of Urban Rituelle will take us.
To our customers, team, and partners—thank you for being part of this incredible journey. Here’s to the next 25 years of creating rituals that make people feel good.
With gratitude,
Leanne Haining
Co-Founder, Creative Director
Urban Rituelle