I Love

I Love is a British bath and body brand founded in the United Kingdom in 2009 [1]. Trading as I Love Cosmetics Ltd and based in Leyland, in the north-west of England, it makes scented body care built around plant-derived ingredients, and sells under the registered name I LOVE. The brand remains active: it runs a redesigned online shop and published blog posts through mid-2025 [2].

The company is led by James Brown, its managing director and founder, who started I Love in 2009 with a debut line called the Originals collection, built on fruit blends and gourmand scents [3]. A supplier case study describes the company as "an award-winning British bath, body, and beauty brand" [4].

I Love was founded in 2009 by James Brown, who serves as managing director [3]. Its first range, the Originals collection, drew on fruit-inspired and dessert-like fragrances; according to the company, several of those early products remain in the range. The founding year is consistently recorded across the brand's own blog, trade press and a supplier account, all of which place the launch in 2009 [1][4].

The brand expanded over the following decade from the Originals line into further ranges, including its Signature, Naturals and Wellness collections, and a later "Your Vibe Your Rules" line aimed at younger Gen Z and Gen Alpha customers.

In 2018, I Love introduced a new brand identity alongside six signature scented bath and body products — Elderflower Fizz, Vanilla Milk, English Rose, Violet Dreams, Glazed Raspberry and Exotic Fruits — which the company put online from 18 July that year [5]. Announcing the relaunch, founder James Brown said fragrance was "our passion and at the heart of everything we do" [5].

I Love frames its products around self-care rather than cosmetics alone. The company's stated premise is that "true beauty starts with you looking after you," and it groups its outlook under four ideas: the power of plants, caring for the customer, caring for the planet, and the notion that "sharing is caring." The brand positions its body care as clean, vegan and cruelty-free.

The brand's output centres on bath and body products. Signature items include its Whipped Body Butters, Perfumed Body Mists and Whipped Shower Foams, alongside sugar scrubs, bath salts, face masks and body washes. The company says its body butters contain 85% naturally derived ingredients and are designed for everyday use.

Formulas are built around moisturising ingredients such as shea butter and organic coconut oil, with pro-vitamin B5, vitamin E, aloe vera and natural fruit extracts. According to the company, its products contain over 98% naturally derived ingredients and are free from parabens, petroleum-based ingredients, phthalates and SLS, with formulas it describes as 95% biodegradable [6]. The company also states that every product is fully compliant with cosmetic regulations and has undergone CPSR safety testing by qualified assessors.

I Love describes its products as vegan and cruelty-free. The scope of its Vegan Society certification is stated two ways in the company's own material: its About page says broadly that "our formulations are vegan society certified" [6], while its FAQ narrows this to specific lines, stating that "our Wellness and Naturals collections are vegan society certified" [7]. The brand has said it hopes to achieve Leaping Bunny status and is researching the application, but does not list it as a current certification.

I Love says it aims to source all of its products from the United Kingdom to reduce its carbon footprint and work toward becoming a carbon-neutral brand, and describes its formulas as 95% biodegradable [6]. Its body-care products are developed in the UK.

A supplier partner's case study states that I Love won the Queen's Award for International Trade as well as "countless international beauty awards," though it does not give a year for any of them [4]. The same source reports international distribution across some 30 countries. The 2018 relaunch was covered by the trade publication Cosmetics Business.

I Love is an active brand. Its most recent visible activity is a blog post, "Your Vibe, Your Rules – What's the deal?", published on 4 June 2025, and it operates a current e-commerce site [2]. The company reports a multi-region presence consistent with its stated international distribution.