Seventh Generation

What Seventh Generation does

Seventh Generation Inc. is a Burlington, Vermont-based consumer packaged goods company that produces and distributes plant-based and mineral-derived household cleaning, laundry, dish, disinfectant, and paper products. Founded in 1988 by Jeffrey Hollender and originally sold through a Vermont mail-order catalog, the company pioneered the eco-friendly household-products category and is a founding B Corporation certified since 2007. Its product portfolio spans five core categories — laundry, dishwashing, household cleaners, botanical disinfectants, and 100% recycled paper goods — with formulations certified by EPA Safer Choice and USDA BioPreferred (95%+ biobased content for laundry and dish products). The brand differentiates on voluntary full ingredient disclosure, Leaping Bunny cruelty-free certification, FSC-certified paper sourcing, and zero-waste packaging (97% of product packaging by volume was reusable or recyclable in 2020).

Seventh Generation sells primarily through U.S. mass and natural retail channels (Target, Whole Foods, Walmart), e-commerce platforms (Amazon, Thrive Market, Grove Collaborative), and a wholesale distribution network serving natural foods retailers, grocery, and office supply channels. The company operates as a wholly-owned subsidiary of Unilever following an October 2016 acquisition valued at approximately $700 million, which has provided access to corporate R&D, procurement scale, and distribution infrastructure. Reported revenue grew from $200 million in 2015 to an estimated $310 million in 2020, with gross margin improving from 44% to 47% over the same period, while the operating headcount has reportedly consolidated to a 51–100 range. Marketing is multi-channel, including social media, celebrity partnerships (Keke Palmer's 'Don't Do Extra' campaign launched April 2026), earned media, and retail promotions. The addressable natural household cleaners market is projected to grow from $5.86 billion in 2023 to $16.13 billion in 2032 at an 11.9% CAGR, providing a strong secular tailwind.

Name

Seventh Generation

Legal name

Seventh Generation Inc.

Website

https://seventhgeneration.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Seventh Generation produces and distributes plant-based, EPA Safer Choice–certified household cleaning, laundry, dish, disinfectant, and 100% recycled paper products through major U.S. retail, e-commerce, and wholesale channels, serving environmentally conscious consumers, families with sensitive skin, and parents of infants as a wholly-owned subsidiary of Unilever.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Eco-Friendly Concentrates, Refills & Packaging Systems (CRAJAOAL)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), All-Purpose Eco Cleaners (CRAJAOAA), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ)

Keywords

• Plant-based cleaning products
• Household laundry detergents
• Biobased dishwashing supplies
• Eco-friendly disinfectants
• Recycled paper products

Headquarters

HQ city

Burlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Consumer Household Cleaning Products: Sale of bio-based cleaning products including laundry detergents, dishwashing products, household cleaners, and disinfectants through retail partners and direct-to-consumer channels. Revenue from unit sales of consumer packaged goods with recurring purchase patterns.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Seventh Generation manufactures and distributes plant-based household cleaning, laundry, dishwashing, disinfecting, and paper products sold directly to consumers through major retail and e-commerce channels. Its portfolio includes EPA Safer Choice certified laundry detergents, dish soaps, automatic dishwasher detergents, household cleaners, botanical disinfectants using thymol, and 100% recycled paper goods, formulated with USDA BioPreferred certified biobased content up to 99%.

Product overview

Seventh Generation offers a comprehensive portfolio of plant-based household cleaning products centered around bio-based formulas certified by the USDA BioPreferred Program and EPA Safer Choice. The product line spans five core categories: (1) Laundry Products including liquid detergents, concentrated formulas (EasyDose), pre-measured packs, dissolvable sheets, fabric softeners, and oxy boosters—all powered by plant-derived bio-enzymes; (2) Dishwashing Products including hand dish soaps, automatic dishwasher detergents in powder/gel/pack forms, rinse aids, and dishwasher cleaners; (3) Household Cleaners including all-purpose cleaners, bathroom cleaners, glass cleaners, and specialty cleaners; (4) Disinfectants including wipes, sprays, and cleaners for hard non-porous surfaces using botanical ingredients like thymol; and (5) Paper Products including 100% recycled bathroom tissue, paper towels, napkins, and trash bags. The company positions its offerings around full ingredient disclosure, third-party testing, zero-waste packaging initiatives, and products free from artificial fragrances and dyes. Founded in 1988 and acquired by Unilever in 2016, the brand operates as a mission-driven subsidiary focused on sustainability and plant-based formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Detergent Packs - Free & Clear Pre-measured laundry detergent packs with 94% USDA Certified Biobased formula, EPA Safer Choice certified with triple bio-enzymes for stain removal. Free & Clear variant designed for sensitive skin without dyes or fragrances.
• Laundry Detergent Sheets - Free & Clear Soluble laundry detergent sheets with bio-enzyme power that target and lift stains. EPA Safer Choice certified, free from dyes or fragrances, and dissolves in all water temperatures.
• Liquid Laundry Detergent - Free & Clear Tough plant-based laundry detergent with 97% USDA Certified Biobased formula. Free from dyes, optical brighteners, and fragrances. Works in HE and standard machines in all water temperatures.
• Power+ Liquid Laundry Detergent - Clean Scent High-performance laundry detergent powered by 6x enzymes and surfactants with 97% bio-based ingredients. EPA Safer Choice certified for tough stain fighting.
• EasyDose Power+ Ultra Concentrated Laundry Detergent Self-dosing ultra-concentrated laundry detergent with 6x enzymes and surfactants. 99% bio-based ingredients. One squeeze measures the right dose for medium loads; compact 23 fl oz bottle delivers 66 loads.
• Fabric Softener Sheets - Free & Clear Plant-based fabric softener sheets providing softer clothes with less static. USDA Certified Biobased Product 97%, dermatologist tested and fragrance-free.
• Oxy Booster Packs - Free & Clear 3-in-1 laundry booster packs that fight tough stains, whiten whites, and keep colors bright. USDA Certified Biobased Product 92%, free of dyes and fragrances.
• Dish Soap - Summer Orchard Plant-based hand dishwashing liquid with 95% USDA Certified Biobased formula. Made without dyes or artificial fragrances; scents from 100% essential oils and botanical ingredients. EPA Safer Choice certified.
• Dishwasher Detergent Packs - Free & Clear Grease-fighting dishwasher packs powered by plants and minerals with enzyme-rich formula. Convenient single-pack dosing with 90% plastic-free packaging.
• Triple Action Clean Dishwasher Detergent Packs - Free & Clear Triple-chamber dishwasher pods with bio-enzyme formula that degreases, rinses, and cleans tough messes. Targets 48-hour stuck-on food. Free of fragrance, dyes, and chlorine bleach.
• Power+ Dishwasher Detergent Packs - Fresh Citrus Dual-action enzyme-rich dishwasher packs with oxygen bleach for tough stains. Grease-fighting clean powered by plants and minerals. No chlorine bleach, dyes, or artificial fragrances.
• Dishwasher Detergent Powder - Free & Clear Plant-based enzyme dishwasher powder for extra-greasy food stains. Chlorine bleach-free formula. USDA Certified Biobased Product 87%.
• Power+ Rinse Aid - Fragrance Free Surfactant-based rinse aid that treats 75 loads to prevent spots and film. Helps dishes dry quicker. USDA Certified Biobased Product 62%.
• Dishwasher Cleaner - Fragrance Free Oxy power dishwasher cleaning packs that target and lift odor-causing residue. EPA Safer Choice Certified and 92% USDA Certified Biobased.
• Washing Machine Cleaner - Fragrance Free Oxy power washing machine cleaning packs that target and lift odor-causing residue from everyday laundry soils. EPA Safer Choice Certified and 92% USDA Certified Biobased.
• 100% Recycled Bathroom Tissue, 2-ply Bathroom tissue made from 100% recycled fiber (50% post-consumer recycled fiber). Whitened without chemicals containing chlorine. Safe for septic systems.
• 100% Recycled Paper Napkins Paper napkins made from 100% recycled fiber with minimum 50% post-consumer content. Soft, durable, and whitened without chlorine. May be added to home compost.
• Extra Strong Tall Kitchen Drawstring Trash Bags Tough kitchen trash bags using Gencore 3-layer technology with recycled material sandwiched between virgin plastic layers. Made with 65% post-consumer recycled plastic.

Quantifiable outcome

• 97% of product packaging by volume was Zero Waste (reusable or recyclable) in 2020
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Keke PalmercoreGTM or Marketing Partner · 14 April 2026Seventh Generation partnered with actress and media personality Keke Palmer for the 'Don't Do Extra' brand campaign launched April 14, 2026. The campaign promotes the 95% USDA Certified Biobased dish liquid featuring clean ingredients without artificial dyes or fragrances. The campaign was developed in partnership with creative agency Artemis Ward and runs across social and digital platforms nationwide.
• Artemis WardminorImplementation/ SI/ Consulting PartnerCreative agency that developed the 'Don't Do Extra' brand campaign featuring Keke Palmer for Seventh Generation's 95% USDA Certified Biobased dish liquid launch.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat5 records

Customer concentration

• Xx.com/SeventhGen
• YouTubeyoutube.com/user/SeventhGeneration
• Facebookfacebook.com/58433611572
• Instagraminstagram.com/seventhgeneration
• Pinterestpinterest.com/seventhgen
• LinkedInlinkedin.com/company/seventh-generation

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Seventh Generation