Seventh Generation has been a household name in green cleaning for decades. Then Unilever bought it, the kind of acquisition that makes eco-shoppers nervous about greenwashing. The reassuring part: it kept the certifications that actually back up its claims.
- Founding B Corp (since 2008), and retained B Corp status after the Unilever acquisition
- USDA Certified Biobased (laundry and dish products are 95%+ biobased)
- EPA Safer Choice certified; plant-based, biodegradable formulas
- Widely available and affordable
- Strong public ingredient transparency
- Owned by Unilever since 2016, which draws greenwashing skepticism
- Packaging is still largely plastic (some recycled content)
- Some product lines are fragranced
- Scale and corporate ownership vs independent mission
Related: see the best PVA-free laundry detergents and the truth about PVA.
What Is Seventh Generation?
Seventh Generation is a Vermont-founded maker of plant-based cleaning, laundry, dish, baby, and personal-care products. It was one of the original green-home brands and a founding B Corporation, acquired by Unilever in 2016 for around $700 million.
Ingredients and Certifications
This is its strong suit. Seventh Generation’s formulas are plant-based and biodegradable, its laundry and dish products are USDA Certified Biobased at 95% or higher, and many carry EPA Safer Choice. It was the first full line of home, baby, and health-care products to be USDA Certified Biobased, certifications that hold whether or not the parent company is independent.
The Unilever Ownership Question
The acquisition is the lightning rod. Critics argue a brand inside a plastics-heavy multinational can’t be sustainable. The meaningful counterpoint: Seventh Generation retained its B Corp certification under Unilever, meaning it still has to meet independent social and environmental standards, something most multinational-owned brands don’t do.
The Unilever question
Unilever bought Seventh Generation in 2016, and the reasonable worry was that a multinational would quietly hollow out the mission. The record since has been better than feared. The company kept its B Corp certification, kept publishing full ingredient lists, and kept lobbying loudly on climate policy, behaviors that predate the acquisition and survived it.
Ownership still matters. Profits flow to a conglomerate that also sells conventional products, and that tradeoff is baked into every purchase. But if the test is whether the products themselves stayed honest, they have.
Where the packaging still lags
Seventh Generation’s weak spot is the jug. Liquid detergent means shipping water in plastic, and even with recycled content in the bottles, that model is behind the curve in 2026. The brand has experimented with concentrates and boxed formats, but the shelves are still dominated by liquids.
If plastic is the thing you most want out of your laundry room, powder and strip formats win: see our reviews of Meliora and Tru Earth, or the full PVA-free detergent guide. Seventh Generation’s strength is being the credible option at the mainstream price point.
The Verdict: Is Seventh Generation Sustainable?
Seventh Generation remains a credibly sustainable brand, a founding B Corp with USDA Biobased and EPA Safer Choice certifications, and notably kept its B Corp status after Unilever acquired it, though corporate ownership still makes some shoppers skeptical.
Related: our best non-toxic cleaning products ranks the brands we trust most.
Frequently Asked Questions
Who owns Seventh Generation?
Unilever acquired Seventh Generation in 2016 for roughly $700 million. It continues to operate under its own brand and mission within Unilever.
Is Seventh Generation still a B Corp?
Yes. Seventh Generation was a founding B Corp in 2008 and has retained its B Corporation certification even after the Unilever acquisition, which is notable for a multinational-owned brand.
Is Seventh Generation non-toxic?
Its products are plant-based, biodegradable, USDA Certified Biobased, and many are EPA Safer Choice certified. Some lines are fragranced, so choose the free & clear options if you’re sensitive.
Is Seventh Generation greenwashing?
The certifications (B Corp, USDA Biobased, EPA Safer Choice) are independent and verifiable, which pushes back on greenwashing claims. The fair critique is packaging, it’s still largely plastic, and the optics of Unilever ownership.
Are Seventh Generation products biodegradable?
The formulas are built on plant-based surfactants designed to biodegrade, and many products carry the EPA Safer Choice label, which screens every ingredient for human and environmental safety.
Want to try Seventh Generation?
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Sources & Further Reading
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