Stella McCartney and LVMH unveil the STELLA responsible skincare line

Stella McCartney and LVMH's beauty division have unveiled STELLA by Stella McCartney, a new line offering an alternative to luxury skincare, which they have branded "Alter-Care".

In keeping with the British fashion designer's approach to her clothing and accessories collection, the conscious skincare line is vegan and cruelty-free, and is designed to be as natural, effective and responsible as possible.

“We set out with an idea, and because we didn’t want to compromise – on outstanding results, the origin of our ingredients, and, of course, ensuring we minimised our impact on Mother Earth – we kept on trying. We worked hard for almost three years with LVMH constantly evolving and aiming for what I felt was possible: rooted in nature, truly effective and responsible skincare. It’s a game changer and I want to share it with everyone. I believe the consumer needs to know there’s another way, that they have a choice,” explained Stella McCartney.

Based on McCartney’s personal philosophy of using "only what you need", the range consists of three products: Reset Cleanser, Alter-Care Serum and Restore Cream. Each stage of the product lifecycle has been challenged to minimise its impact – from the ingredients to the packaging, to operations all the way through to consumer usage. All product formulas are made with at least 99% natural-origin ingredients, and each is available in an eco-conscious refill.

The line has a uniquely scent, "High Cliff", created in collaboration with renowned perfumer Francis Kurkdjian and inspired by the designer's childhood in Scotland.

All the products will be available on www.stellamccartneybeauty.com and through a selection of UK retailers and boutiques including: the Stella McCartney UK flagship store on Old Bond Street from early September and Space NK from mid-September. Prices are Reset Cleanser, £50, Alter-Care Serum, £110, and Restore Cream, £85.

The STELLA line comes three years after luxury conglomerate LVMH invested in Stella McCartney's label, which had previously been backed by rival group Kering. The launch is a culmination of three years’ worth of "innovation and exploration" with LVMH Recherche, the Group’s Beauty R&D unit.