Wellness, beauty and home brand Rituals is expanding its U.S. presence with the opening of 10 stores on the West Coast.

Founded in 2000 by former Unilever executive Raymond Cloosterman, Amsterdam-based Rituals is popular throughout Europe, with 650 stores in 25 countries and a goal to have almost 700 by the end of 2018

Rituals currently operates 10 stores in New York, and products are sold in select ULTA Beauty stores and on ulta.com. The brand also has a partnership agreement with Macy’s and macys.com, and wholesale business with Cos Bar.