Love Beauty and Planet

What Love Beauty and Planet does

Love Beauty and Planet is a cruelty-free, eco-friendly hair care brand operating as a sub-brand within Unilever's (NYSE: UL) personal care portfolio. Founded in 2017 and headquartered in Manchester, United Kingdom, the brand sells shampoo, conditioner, and styling products positioned for consumers seeking ethical and environmentally sustainable personal care without animal testing. Its value proposition centers on cruelty-free, eco-friendly, and organic hair care that addresses the demand for sustainable beauty without compromising product quality, aligning with Unilever's broader sustainability agenda covering climate, nature, plastics, and livelihoods.

The brand does not maintain proprietary technology; no AI/ML capabilities, digital platform, or technical infrastructure are disclosed. Its core operational assets are limited to the product formulation, brand identity, and marketing channels aligned with Unilever's multi-brand digital marketing ecosystem. Products reach consumers through two primary channels: global e-commerce platforms, where the vegan and cruelty-free segment is experiencing significant online growth, and traditional physical retail across mass-market, drugstore, and specialty beauty retailers.

Love Beauty and Planet is a private sub-brand of publicly-traded Unilever, benefiting from the parent's global distribution, R&D, manufacturing scale, and sustainability initiatives, but it has no standalone revenue, headcount, funding, or equity structure disclosed. The brand's addressable market is the vegan shampoo segment, which is projected to reach $11.5 billion by 2033 at a 19.00% CAGR, supported by e-commerce growth and rising consumer demand for ethical beauty products. As a sub-brand without independent financials, it is evaluated primarily through its parent company's performance, which reported $11.39B U.S. turnover and 5.3% North America growth in 2025.

Name

Love Beauty and Planet

Website

https://lovebeautyandplanet.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Love Beauty and Planet is a Unilever-owned hair care brand founded in 2017, selling cruelty-free, eco-friendly shampoo, conditioner, and styling products to eco-conscious consumers globally through retail and e-commerce channels.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Cruelty-free hair care
• Vegan shampoo products
• Eco-friendly beauty
• Sustainable personal care
• Plant-based cosmetics

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Distribution channels2 records

Marketing channels2 records

Core offering

Love Beauty and Planet sells cruelty-free, eco-friendly, and organic hair care products, including shampoo, conditioner, and styling products. The brand is positioned in the sustainable beauty segment and operates as a sub-brand within Unilever's broader personal care portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Cruelty-Free Hair Care Line

Quantifiable outcome

• The vegan shampoo market is experiencing 19.00% CAGR growth, indicating strong consumer demand for cruelty-free products

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• TRESemmé: Unilever sister brand offering mass-market shampoo, conditioner, and styling products globally. Directly comparable in product category, distribution channels (mass, drugstore, e-commerce), and target consumer, though differentiated by a styling/professional positioning vs. Love Beauty and Planet's sustainability-led positioning.
• Pantene: Procter & Gamble's flagship haircare brand offering shampoo, conditioner, and treatments at mass-market price points globally. Direct competitor in product mix, retail channels, and consumer segment; comparable scale and distribution footprint to Love Beauty and Planet.
• Herbal Essences: P&G's botanical-positioned mass-market haircare brand. Directly comparable as a cruelty-free-friendly, ingredient-led haircare line sold through the same mass and drugstore channels as Love Beauty and Planet, targeting a similar eco-conscious consumer.
• Garnier: L'Oreal mass-market haircare and personal care brand with a strong natural/gentle ingredient positioning (Garnier Whole Blends, Fructis). Competes head-to-head with Love Beauty and Planet in sustainable mass-market haircare across drugstore and grocery channels.
• SheaMoisture: Unilever-owned natural and sustainable haircare and body care brand. Direct peer in the purpose-led, ethically-sourced personal care segment with overlapping target consumers (eco-conscious, ingredient-aware shoppers) and similar e-commerce-first go-to-market.
• OGX: Mass-market haircare brand with botanical and exotic-ingredient positioning sold through drugstore and mass channels. Direct competitor to Love Beauty and Planet in the natural-ingredient, mid-price-point haircare category.

Broad incumbents

• Dove: Unilever sister brand spanning haircare, body care, and deodorants at mass-market scale. Comparable in distribution reach and parent-company ecosystem benefits, but broader portfolio and different positioning (gentle care vs. sustainability) make it an incumbent peer rather than a direct competitor.
• Aveeno: Johnson & Johnson-owned personal care brand with natural-active ingredient positioning across haircare and skincare. Comparable in mass-market natural personal care positioning, though Aveeno's center of gravity is skincare rather than haircare.

Emerging players

• Native: Procter & Gamble-owned natural personal care brand initially focused on deodorant and body care, expanding into haircare. Comparable in clean/cruelty-free positioning and direct-to-consumer-first digital strategy, though still scaling relative to Love Beauty and Planet's global reach.
• Briogeo: Premium clean haircare brand with strong natural-ingredient and cruelty-free positioning. Comparable in the cruelty-free and ingredient-conscious consumer segment, though operating at a premium price point vs. Love Beauty and Planet's mass-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/beautyandplanet
• Facebookfacebook.com/LoveBeautyandPlanet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Love Beauty and Planet