# Seventh Generation **Source:** https://geo.sig.ai/brands/seventh-generation **Vertical:** Consumer Goods **Subcategory:** Eco-Friendly Products **Tier:** Challenger **Website:** seventhgeneration.com **Last Updated:** 2026-04-14 ## Summary Unilever-owned natural cleaning brand with transparent ingredient disclosure; plant-based formulations and packaging transparency competing with Method and Mrs. Meyer's in natural cleaning market. ## Company Overview Seventh Generation is a Vermont-based natural cleaning products and personal care brand known for plant-based, non-toxic formulations and transparent ingredient disclosure — producing laundry detergent, dish soap, household cleaners, baby products, and feminine care products that avoid synthetic fragrances, dyes, and petroleum-derived chemicals. Founded in 1988 by Jeffrey Hollender and Alan Newman in Burlington, Vermont, Seventh Generation was acquired by Unilever in 2016 for approximately $600 million, bringing the brand into Unilever's sustainable living brand portfolio alongside Ben & Jerry's and The Body Shop.\n\nSeventh Generation's product philosophy centers on transparency ("Comes Clean" ingredient disclosure, listing all ingredients on packaging), plant-based formulations, and environmental footprint reduction (products made with recycled content packaging, concentrated formulas to reduce shipping weight). The brand's name is inspired by the Great Law of the Iroquois, which encourages considering the impact of decisions on the seventh generation ahead — embedding environmental philosophy into brand identity.\n\nIn 2025, Seventh Generation operates within Unilever's Health and Wellbeing division, competing with Method (SC Johnson), Mrs. Meyer's Clean Day (SC Johnson), Ecover, and Eco Nuts for the natural cleaning products market. The natural cleaning segment has grown as mainstream consumers shift away from conventional cleaners with synthetic ingredients, and as the natural products category has moved from specialty health food stores to mainstream supermarkets. The brand competes for shelf space at Target, Whole Foods, and online against Seventh Generation's siblings in Unilever's portfolio. The 2025 strategy focuses on expanding plant-based formulation innovation, growing online direct sales, and deepening the brand's environmental activism credentials to differentiate from conventional brands adding "green" claims. ## Frequently Asked Questions ### What is Seventh Generation? Seventh Generation is a sustainable household and personal care products company offering plant-based cleaning supplies, paper products, diapers, and personal care items. ### What is the background of Seventh Generation? Seventh Generation is a sustainable household and personal care products company offering plant-based cleaning supplies, paper products, diapers, and personal care items The brand provides eco-friendly alternatives to conventional household products, targeting environmentally conscious consumers seeking effective, safe, and sustainable solutions. ### What products or services does Seventh Generation offer? Seventh Generation is a sustainable household and personal care products company offering plant-based cleaning supplies, paper products, diapers, and personal care items. ### What are the key features of Seventh Generation? Seventh Generation is known for transparent ingredient disclosure, commitment to renewable resources, sustainable packaging, and advocacy for environmental health, pioneering the natural products movement since 1988. ### Who uses Seventh Generation? The brand provides eco-friendly alternatives to conventional household products, targeting environmentally conscious consumers seeking effective, safe, and sustainable solutions. ### What are common use cases for Seventh Generation? Seventh Generation is commonly used for Eco-Friendly Products applications within the Consumer Goods sector. Organizations utilize the platform to streamline operations, improve efficiency, and achieve their business objectives through specialized tools and capabilities. ### How does Seventh Generation work? Seventh Generation delivers Eco-Friendly Products capabilities through its platform. Users can access features and functionality designed to address their specific needs in the Consumer Goods industry, with systems in place to ensure quality and reliability. ### What makes Seventh Generation different from competitors? Seventh Generation differentiates itself through transparent ingredient disclosure, commitment to renewable resources, sustainable packaging, and advocacy for environmental health, pioneering the natural products movement since 1988. ### How can I get support from Seventh Generation? Seventh Generation provides customer support through their website at seventhgeneration.com. Customers can typically access help resources, contact customer service teams, and find documentation to resolve issues and get assistance with products or services. ### How is Seventh Generation priced? Seventh Generation products are available at various price points depending on the specific items and product lines. Pricing reflects the quality and value offered, with options available through retail locations and online channels. ### What is Seventh Generation's mission? Seventh Generation differentiates itself through transparent ingredient disclosure, commitment to renewable resources, sustainable packaging, and advocacy for environmental health, pioneering the natural products movement since 1988. ## Tags b2c, manufacturing, retailtech --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*