Love Beauty and Planet, a new Unilever beauty brand, joins The Recycling Partnership to help transform a U.S. city’s recycling system–making it easier for residents to recycle, and recycle well, while measurably reducing greenhouse gas emissions and landfill waste. Packed in 100 percent recycled bottles, the vegan beauty brand’s mission is to make people and the planet a little more beautiful by infusing small acts of love throughout the entire product cycle while being transparent about its environmental footprint. It has set a goal to reduce its carbon footprint by 20 percent by 2020, and for each carbon ton of greenhouse gas emitted during the creation, manufacture and distribution of its current products, it will contribute $40 to fund its support of The Recycling Partnership. Additionally, the carbon-conscious brand is donating 100 percent of profits from its 2018 holiday gift sets to the organization.

“We’re excited to welcome Love Beauty and Planet to The Partnership,” said Keefe Harrison, CEO of The Recycling Partnership, in a statement. “The work we do every day to improve recycling in communities across the country perfectly aligns with Love Beauty and Planet’s goals to reduce waste, decrease greenhouse gases and save water. Working together with Love Beauty and Planet and nearly 40 other global industry leaders, we are improving peoples’ everyday lives and creating a more sustainable future.”

In four short years, The Recycling Partnership has reached 33 million households in 640 communities–almost a quarter of the U.S. population–through its efforts to improve recycling access and increase the quality of recyclables. Since 2014, the rapidly growing nonprofit has leveraged $29 million in infrastructure, diverting a total of 115 million pounds of recyclables from landfills, avoiding 164,000 metric tons of greenhouse gas and saving 2.0 trillion BTUs. Each year, The Recycling Partnership diverts more than 50 million pounds of recyclables from landfill, which is the equivalent of taking 13,000 cars off the road.

“We are on a long journey to make people and our planet a little more beautiful,” said Molly Landman, global brand director at Love Beauty and Planet, Unilever, in a statement. “We believe this starts with small, but impactful acts, whether that’s making our bottles out of 100 percent recycled material or reducing our carbon footprint and supporting incredible organizations like The Recycling Partnership that are changing recycling in the U.S.”

The Recycling Partnership’s goal is to help every family in America recycle, and recycle well, so that the country can double its current recycling rate and capture 22 million more tons of recyclables per year, avoid 50 million metric tons of greenhouse gas annually and save $250 million in contamination costs every year.