The Original Ritual - 26 Years of Urban Rituelle

We didn’t start with a business plan. In 1993, I met Scott on a beach in southern Turkey. We were both backpacking, heading in different directions, but something clicked. That moment led to two years of travelling together through India and Nepal. We explored markets bursting with scent and colour, soaked up different cultures, and fell in love with adventure & the rituals of everyday life.

Those travels shaped us. They gave us a deep appreciation for simplicity, beauty, and connection. And eventually, they sparked an idea we couldn’t ignore.

When we returned to Sydney, I studied ceramics at university. I was incredibly lucky to learn under a Japanese master, who introduced me to the ritual of making. The idea that even the smallest actions, when done with care and intention, can become sacred. That philosophy sat deep within me. It became the heartbeat of Urban Rituelle.

From a market stall to a global brand

We started small. Before we had a brand name, we had soap. Cocoa Butter Vegetable Soap, to be exact. We wrapped each one by hand at our kitchen table, tied it with raffia and ceramic gift tags, and sold them from a trestle table at inner-city artisan markets on the weekends.

It was just Scott and I, pouring everything we had into this little idea.
And something resonated. Customers came back week after week, not just for the scent, but for the feeling. They were creating their own rituals. We knew we were onto something.

In 1999, we took the leap and launched nationally at the Reed Gift Fair. That one trade show helped turn our kitchen-table dream into something real.

Since then, we’ve shown at over 100 trade fairs across Australia, the U.S., and Asia.
Today, Urban Rituelle is stocked in over 1,000 stores across Australia and overseas.

Business, life, love, and everything in between

Scott and I have run Urban Rituelle side by side since the beginning.

We’ve built a brand and raised a family at the same time. Our two beautiful girls grew up around trade fairs, warehouse visits, and after-hours packing sessions. They even helped us pour our scented soy candles during lockdown. We’ve weathered the GFC while managing U.S. expansion with a newborn and toddler in tow.

We’ve launched products that sold out in days and others that quietly disappeared.
We’ve blended body lotions, poured scented candles, designed packaging, and listened to our customers and retail partners at every step. Through it all, we’ve never lost sight of what matters.

So what does 26 years mean?

It means we’re still doing what we love.
It means we’ve stayed true to our values of sustainability, being Australian made & owned, and considerate thoughtful design.

It means we’ve built something that lasts. It means we’ve found a way to blend love, work, family, and purpose into one big, beautiful story.
And we didn’t do it alone.

Over the years, our team has become like family. We’ve grown together, cheered each other on, and built a workplace culture held together by friendship, creativity, and mutual respect. We’re also deeply grateful to everyone who’s worked with us along the way. Whether you were with us for a season or many years, your impact helped shape who we are today.

We’re not the biggest players in the game, but we’re one of the most loved.
And that’s exactly how we like it.
Our core values still guide everything we do.
Kindness. Gratitude. Generosity.
Adjusting your sails when the wind doesn’t blow your way.

You can read more about the values we live and work by here.

To our customers, stockists, team members, past and present, and everyone who’s been part of this journey, thank you.

Whether you were with us at the markets in the early days or just discovered us last week, we’re so grateful you’re here.

Here’s to 26 years of Urban Rituelle.
Here’s to the original ritual.
And here’s to what comes next.

With love,
Leanne x