Rituals Elixir Hair Collection Overnight Hydrating Hair Mask. The Dutch brand Rituals was founded in 2000 by Raymond Cloosterman. This brand was the first in the world to combine luxurious cosmetics for body care and home spaces. In the brand's offerings, you will find luxurious and high-quality products for body and facial care, as well as teas, scented candles, and captivating fragrances.