It is the first personal care brand launch made by the multinational consumer goods player in 20 years, and taps into the ever rising demand for beauty that is both ethical and environmentally aware.
Its rollout in the UK suggests Unilever is confident that the brand can build on its successful first period in the US.
The brand includes products such as face masks, shampoos, conditioners, and body washes, and is now available in UK retailers, including Boots.
It boasts vegan-friendly claims, and also pledges that all ingredients will come from certified sustainable sources by 2020.
The brand uses bottles made from post-consumer recycled plastic, and these themselves are also recyclable.
Vegan claims have become big business in Europe, and not just in food.
British health food chain Holland & Barrett, for example, recently announced plans to open vegan-only stores, as well as stock more vegan food and beauty products.
Mintel’s Global Beauty and Personal Care Analyst, Andrew McDougall, has spoken of the impact the trend is likely to have onto beauty sales.
“Our research shows that young consumers (Gen Z and Millennials) are driving these lifestyles, with a growing desire to follow a plant-based diet,” he explains.
“Younger consumers are also very informed on what is in their products and ethical and natural factors are very important to them.”
According to Chris Barron, vice president of beauty and personal care at Unilever UK and Ireland, the launch of the company’s new Love Beauty and Planet brand forms part of Unilever’s wider Sustainable Living plan.
"Love Beauty and Planet reflects our passion at Unilever to enable everyone to live more sustainably and consciously by highlighting the simple steps we can all take to help make a better future for our planet," he said in a statement.