Recently, manufacturers have started using what's being referred to as "Vegan leather". This is a type of non animal derived material consisting of polyvinyl chloride (PVC) and/or polyurethane (PU). Tesla have made the material popular in all their models, with more manufacturers possibly following suit in the future.
The important thing to note here, is that these materials all have a polyurethane (PU) top coat, which means that Leather Love and Leather Guard are both still suitable to use. While the material itself may not technically need to be hydrated like leather does, it still needs to be cleaned regularly to avoid the build up of skin oils on the surface, and premature degradation due to abrasion on bolsters and other high wear areas.
Other names for this type of material are: MazTex (Mazda), V-Tex (VW), Nuluxe (Lexus), Sensatec (BMW), Artico (Mercedes-Benz), plus many more.