Rituals unveils the UK’s first Mind Oasis on London’s Oxford Street

Launched on 20th November 2025, The Mind Oasis, a first-of-its-kind wellness sanctuary, blends cutting-edge, science-backed relaxation treatments with immersive sensory design, offering a new kind of luxury: one rooted in inner wellbeing.  It’s a bold step towards the future of retail, where experience, mindfulness, and self-care take centre stage.

After captivating cities like Amsterdam, Paris and Barcelona, Rituals opened the Mind Oasis in London on 20th November 2025. This will mark the brand’s 131st store in the UK, with a further two stores planned to open by end of year, taking the Rituals store count up to 133 in the UK by end of 2025. The Mind Oasis London store is 463 square-feet.

The Mind Oasis is set to become London’s ultimate sanctuary for mental relaxation, where customers will experience sessions to recharge the mind and body. Think: multi-sensory experiences, deep relaxation, and a mental reset, all just steps away from the city’s hustle and bustle. The treatments offered include:

• Brain Massage Recharge: Unplug and reset in our cutting-edge recharge cocoon, designed to bring your mind into a deeply restorative meditative state. Recline in a zero-gravity chair as breathwork, light therapy and guided audio help you to reach a state of calm, where stress melts away and clarity returns. Perfect for a quick mental reset, to achieve a state of deep inner calm.
• Brain Massage Deep Rest and Reset: Sink into deeper stillness with this extended Brain Massage experience. Reclining in a zero-gravity chair, you’ll be guided into profound relaxation through rhythmic breathing and immersive 4D sound therapy, designed to lull your mind into a deeply meditative state.  This is your ultimate reset, where stress dissolves, clarity returns, and deep rest begins.
• Hydro Massage: Melt away tension, without needing to undress, by floating into deep relaxation with our Hydro Massage. Warm water jets gently massage your back as you lie on a heated waterbed, LED beauty lights boost collagen and refresh your skin, while the space is scented with The Ritual of Jing for a calming atmosphere. Personalise your experience by adjusting the fragrance intensity and nature-inspired soundscapes.  Effortless, effective, and fully clothed, this is relaxation, redefined.

For a complete reset of the mind and body, customers can add-on the Hydro Massage to their treatments:

• Brain Massage Recharge + Hydro Massage 25 mins add-on (55 mins total)
• Brain Massage Deep Rest and Reset + Hydro Massage 25 mins add-on (80 mins total)

Annemarie Forsyth, Rituals’ Managing Director, says: “Having spent my entire career in retail, I understand the critical importance of establishing a flagship presence on London’s busiest shopping street. I am incredibly proud to be opening what will be not only the UK’s first Mind Oasis, but also the largest Rituals store in the UK. It’s an ideal location to pause, breathe, and reconnect – an antidote to today’s hectic lifestyle. This opening represents another significant step in our mission to help people slow down and find moments of calm in their daily lives, and what I believe to be the future of retail, wellbeing and beauty tech.”