The Story
Why it exists.
The beginning
Rituals launched No. 04 in 2010 to mark their tenth anniversary, a milestone that called for something meaningful. Perfumer Vincent Schaller composed this one around a specific feeling: the tenderness of flowers after a spring rain, nostalgic and quiet. Violet and white lily became the anchors, with cedar and sandalwood holding everything close to the skin so it wouldn't fade too fast. It was one of five women's scents in that first perfume collection, designed not to shout but to linger.
The genius here is restraint. Violet gives powdery elegance, lily adds clean white florals, and rose brings soft petals that could easily tip into cloying, but don't. The woody base of sandalwood and cedar holds warmth without weight, and the pink pepper in the opening is barely a whisper of spice that fades fast. It's the kind of composition that knows exactly what it wants to be: gentle, feminine, and present without overwhelming.
The evolution
The opening hits bright and fruity, crisp red apple, a flash of lemon that doesn't last, pink pepper that arrives and fades within minutes. Then the florals take over. Violet leads with that powdery violet-leaf thing it does, lily following close behind with clean white petals, rose barely there as a soft hand on the shoulder. The drydown is where this fragrance earns its keep. Sandalwood and cedar arrive early and stay late, holding the florals close to the skin for the remaining hours. What lingers is warm wood and the ghost of powder, not a loud scent by any stretch, but one that stays near and present for 4-6 hours on most skin types.
Cultural impact
No. 04 Violet & White Lily arrived in 2010 as part of Rituals' inaugural perfume collection, marking the brand's extension beyond home and body care into personal fragrance. The scent embodies the brand's positioning around mindful presence, designed for those who find meaning in quiet moments rather than grand statements. It's become a touchstone for consumers seeking gentle, approachable florals that don't demand attention.
