Rituals is a global cosmetics and lifestyle brand founded on the belief that small, intentional moments can transform everyday routines into meaningful experiences.

The Challenge: Legacy chatbot-era platform failed to deliver quality at global scale

Rituals’ customers are deeply loyal, and protecting that relationship is non-negotiable. As the brand scaled globally, customer contact volume and expectations increased, creating pressure to evolve customer support. Previous chatbot-era tools with bolted-on AI had failed to meet the bar, delivering low-quality responses, inconsistent tone, and limited support after launch. While these efforts were deliberately limited to internal, employee-facing use, the frustrating configuration and unrealized potential quickly eroded internal trust.

Rather than risk extending these shortcomings to customer-facing experiences, Rituals continued searching for a more robust approach to automation - one that could truly meet their standards. That search ultimately led them to Decagon.

The Solution: An AI Concierge experience for every customer, across 19 countries

That changed when Rituals evaluated Decagon and saw what truly Concierge AI looks and feels like. The decision came down to one question: could this technology deliver the level of quality the brand deserves and demands, across multiple geographies? Decagon won out for its ability to produce consistent, on-brand, Concierge responses through clearly defined Agent Operating Procedures. This restored trust and confidence because the Rituals agent – named Ray – would behave predictably, continuously improve over time, and was immediately representing the brand at real scale. 

Decagon’s strong multilingual capabilities were equally as critical. Supporting customers across EMEA meant handling language, tone, and nuance, without a single compromise on quality. Decagon made it possible to deploy one agent across multiple markets while maintaining a consistent experience for customers in every language required.

Beyond the customer-facing experience, Decagon also put the power of quality management and orchestration directly into the hands of the Rituals team. With insights and analytics built out in Watchtower, the team could review Ray’s conversations efficiently, accelerate product feedback, and continuously improve performance in a virtuous cycle. These capabilities also unlocked Rituals’ first-ever voice of the customer, turning support interactions into actionable insight rather than isolated tickets. The team now brings these insights into executive level product meetings, turning everyday support conversations into a powerful feedback loop.

‍‍“Once Decagon helped us unlock the baseline concierge experience all of our customers deserve, we could also unlock our best CX work and add even more strategic value to the company. For example, with Watchtower, we can now leverage the gold mine of customer information to uncover important trends, issues, and ideas that inform and inspire everything from brand awareness to product development.” Romein Spronken - Product Owner Service & Care
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The Results: Eliminating backlog during peak season 

When it first came to implementation, the team took a strategically conservative approach, launching Ray first in Poland and the UK before the company’s home market in the Netherlands. Every response was manually reviewed, and expansion only followed once the team was confident Ray was reliable and consistently on brand.

Once that confidence was established, the rollout of Ray accelerated quickly. After the first markets went live, Rituals expanded to deploy Ray across 19 countries and 15 languages two months later. Despite the complexity of standing up a multilingual AI agent at global scale, implementation was fast and required minimal operational friction after the flywheel was in motion.

“Decagon made it incredibly easy to work and iterate. Where improvements used to take weeks or months to deploy, we’re now making changes within hours.” Romein Spronken - Product Owner Service & Care

Today, Ray is a trusted member of the customer experience team, delivering strong results while remaining closely aligned with Rituals’ brand goals and expectations.

The impact was most visible during the peak holiday season. At its busiest, Rituals handles up to 9,000 customer cases per day. With Ray in place, the team experienced zero backlog during the Black Friday to December 26 period for the first time ever. Historically, this stretch required hiring 300 additional temporary agents simply to keep up with demand.

Ray has also reestablished trust internally that AI tools can provide value. Early skepticism toward AI disappeared once teams saw the results firsthand. Rituals is now augmenting the role team of human ambassadors. Instead of racing through high volume queues, ambassadors can spend more time creating high touch moments such as handwritten notes and curated experiences that deepen customer relationships. 

What's Next: Expanding Ray’s global impact

Looking ahead, Rituals is expanding Ray across, and exploring new use cases, including automatic product resends, instant compensation for damaged items through photo uploads, and deeper integrations with payments and fulfillment systems.

Rituals did not adopt AI to automate customer support. They adopted Decagon to protect their brand while scaling customer experiences globally. With Decagon, Rituals delivers high quality, on-brand support across 15 languages, achieves increasingly global rollout with minimal overhead, creates measurable impact during peak demand, and most importantly supports their vision not to sell you beauty, but “to make you feel good.”