Unilever signes an agreement to buy Seventh Generation

Even if you’ve never tried any of the Seventh Generation household cleaning products, you most likely have seen funny commercials with Maya Rudolph while watching TV. Her ‘angel’s giggle’ is my personal favorite and I should admit I keep watching it over and over because it cracks me up. You can see how Maya Rudolf advocates for an alternative brand of household cleaners and clearly states that she is against toxins and synthetic fragrances that other popular brands have:

Seventh Generation has been on the market since 1989 and has been a staple in many homes. They are known for using natural, non-toxic ingredients and fragrances in producing alternative household cleaning products.

Image source: http://www.seventhgeneration.com/

According to Seventh Generation’s website, the company is cruelty-free, Leaping Bunny certified and has never practiced animal testing:

For more than 25 years, Seventh Generation has been committed to animal rights and we’ve been working to build a future free of animal cruelty.

Since our company’s founding in 1988, we have never, ever, conducted or commissioned any animal testing of our products or their ingredients. In fact, we design our products to be safe for people, their homes, their pets, and the environment, and we don’t believe any animal should be harmed in the process of making the products you use to create a clean and healthy home. It’s just who we are.

To read the full statement, click here.

To the surprise of many, on September 19, 2016 John Replogle, the President & CEO of Seventh Generation, announced that Unilever will buy Seventh Generation and become its parent company :

Today marks the next chapter of our story as we enter into an acquisition agreement with Unilever.

Replogle also assures that this change will not affect the quality of the products and what the company stands for:

While our ownership changes, our commitment to creating effective products designed with concern for human health and the planet remains the same. We promise to uphold the same high standards that have gained your trust over the past three decades.

To read the full statement, click here.

As many of you know, Unilever is not a cruelty-free company. According to Unilever.com they admit to testing certain ingredients on animals and selling to countries where animal testing is required by law. They also claim that they are working on incorporating alternative approaches in the future:

Occasionally, when there are no suitable non-animal approaches available, some of the ingredients we use have to be tested; and some governments test our products on animals as part of their regulatory requirements. We are actively working with these governments, other scientists and NGOs, to put in place alternative methods.

Unilever has also released a statement on September 19, 2016 explaining their plan to buy Seventh Generation:

Unilever announced today that it has signed an agreement to acquire Seventh Generation, Inc., the North American home and personal care products company.

Read the full statement here.

After learning the news, people have been contacting Seventh Generation’s social media outlets to show their deep frustration and disappointment. Many of them are already looking for replacements as they will no longer be buying Seventh Generation’s products.

If you are interested in reading more comments and company’s response on official Seventh Generation’s Facebook page, click here.

Image source: https://www.facebook.com/SeventhGeneration/?ref=page_internal
Image source: https://www.facebook.com/SeventhGeneration/?ref=page_internal









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