Seventh Generation
Seventh Generation is a leading American brand of eco-friendly cleaning, paper, and personal care products, established in 1988.
The Story
Seventh Generation is a leading American brand of eco-friendly cleaning, paper, and household products. It was founded in 1988 by Jeffrey Hollender, who acquired Renew America, a mail-order green-products catalog, and transformed it into Seventh Generation — named after an Iroquois principle that decisions should protect the interests of the next seven generations. Under Hollender's leadership, the brand grew from catalog sales to national retail partnerships at Walmart and Target, becoming a household name in sustainable consumer goods. Seventh Generation was acquired by Unilever in 2016 for an estimated $600 million to $700 million.
Key Facts & Metrics
Products
Dish Soap
Biodegradable dish soap free of dyes and synthetic fragrances.
All Purpose Cleaner
Non-toxic all-purpose cleaner formulated without harsh chemicals or artificial fragrances.
Free & Clear Laundry Detergent
Plant-based, dye-free laundry detergent without synthetic fragrances or phosphates.
Company Timeline
1988 — Founded
Jeffrey Hollender acquired Renew America mail-order catalog and transformed it into Seventh Generation.
1989 — First Products Launched
Began selling biodegradable household cleaning products through catalog and retail.
1991 — First Retail Partnerships
Secured shelf space at major retailers including Walmart and Target.
2000 — Near-Collapse Restructuring
Company survived near-collapse; Hollender led a pullback and refocus on environmental commitments.
2004 — Published 'What Matters Most'
Jeffrey Hollender released his first book on corporate responsibility.
2010 — Hollender Stepped Down as CEO
Transitioned from CEO role after more than two decades.
2016 — Acquired by Unilever
Unilever acquired Seventh Generation for an estimated $600M–$700M.
