$13.99When purchased online
About this item
At a glance
Clean
Target Zero
Highlights
- Our Seventh Generation EasyDose™ Auto-Dosing Technology measures the right detergent amount—every time. Just flip the bottle, give a firm squeeze, and you’re done. One squeeze is all you need!
- Ultra concentrated, ultra-convenient liquid laundry detergent : 66 loads in a compact 23oz bottle that’s easy to store, and easy to feel good about.
- Small dose, big clean™: 60% less plastic, 50% less water, and 75% lighter than our laundry detergent liquid 100 fl oz bottle.
- Our liquid laundry detergent advanced-enzyme formula fights even the most stubborn stains.
- Concentrated laundry detergent made with 0% dyes, synthetic fragrances, or artificial brighteners.
- Refreshing lavender scent made from real ingredients: 100% essential oils & botanical ingredients in our washing detergent
Specifications
Scent: Lavender
Health Facts: Artificial Fragrance-Free, Dye-Free, Contains Naturally Derived Ingredients, Animal By-Product-Free
Product Warning: Eye irritant, keep out of reach of children, keep out of eyes, flush immediately if product enters eyes, drink water if product is swallowed, seek medical help if product is swallowed
Formulation: High Efficiency
Product Form: Liquid
Sustainability Claims: Bio-Based, Plant-Based, Contains Recycled Content, Post-Consumer Recycled Material, Cruelty-Free, Biodegradable, Not Tested on Animals, Recyclable
Industry or Government Certifications: USDA Certified Biobased Product
Net weight: 23.1 fl oz (US)
Number of uses: 66
TCIN: 76158734
UPC: 732913447381
Item Number (DPCI): 003-02-2242
Origin: Made in the USA or Imported
General Disclaimer:
Content on this site is for reference purposes only. Target does not represent or warrant that the nutrition, ingredient, allergen and other product information on our Web or Mobile sites are accurate or complete, since this information comes from the product manufacturers. On occasion, manufacturers may improve or change their product formulas and update their labels. We recommend that you do not rely solely on the information presented on our Web or Mobile sites and that you review the product's label or contact the manufacturer directly if you have specific product concerns or questions. If you have specific healthcare concerns or questions about the products displayed, please contact your licensed healthcare professional for advice or answers.
Description
Life is complicated. Laundry shouldn’t be. With Seventh Generation’s new EasyDose Ultra Concentrated Liquid Laundry Detergent you get the right amount of liquid—every time. Just flip the bottle, give a firm squeeze, and you’re done. One squeeze is all you need! Our compact 23oz bottle gives you the same 66-load convenience you expect, but uses 60% less plastic, 50% less water, and is 75% lighter than our 100oz bottle. With a refreshing lavender scent made with 100% essential oils and botanical ingredients, and an advanced-enzyme formula that fights tough stains, it’s a great choice for your busy family. Easy to use, easy to store, and easy to love—our Ultra Concentrated Laundry Detergent is about to change the way you think about clean.
Try with our Seventh Generation Dryer Sheets or our Liquid Fabric Softener - both available in Fresh Lavender scent!
At Seventh Generation, we do business differently. We believe our products are healthy solutions for use within your home–and for the community and environment outside it. We are always evaluating how to reduce their environmental impact, increase performance and safety, and create a more sustainable supply chain. It is our responsibility to set a course for a more mindful way of doing business, where companies act as partners with other stakeholders to create a brighter future for the whole planet. Seventh Generation is proud to be a Certified B Corporation. B Corps are certified to be better for workers, better for communities, and better for the environment. By choosing Seventh Generation laundry soap washing detergent and both liquid and fabric softener sheets products, you’re joining us in nurturing the health of the next seven generations. "Packaging contains recycled content - Bottle is made from 100% post-consumer recycled content (PCR). Waterless or concentrated product to minimize packaging - 60% less plastic, 50% less water, and 75% lighter when compared to our 90 fl oz bottle. "
Try with our Seventh Generation Dryer Sheets or our Liquid Fabric Softener - both available in Fresh Lavender scent!
At Seventh Generation, we do business differently. We believe our products are healthy solutions for use within your home–and for the community and environment outside it. We are always evaluating how to reduce their environmental impact, increase performance and safety, and create a more sustainable supply chain. It is our responsibility to set a course for a more mindful way of doing business, where companies act as partners with other stakeholders to create a brighter future for the whole planet. Seventh Generation is proud to be a Certified B Corporation. B Corps are certified to be better for workers, better for communities, and better for the environment. By choosing Seventh Generation laundry soap washing detergent and both liquid and fabric softener sheets products, you’re joining us in nurturing the health of the next seven generations. "Packaging contains recycled content - Bottle is made from 100% post-consumer recycled content (PCR). Waterless or concentrated product to minimize packaging - 60% less plastic, 50% less water, and 75% lighter when compared to our 90 fl oz bottle. "
Clean
Your clear choice for clean. Formulated products are formulated without select chemicals of concern in the following chemical groups: phthalates, propyl- & butyl-parabens, formaldehyde donors, musks, nonylphenol ethoxylates ethanolamines, glycol ethers, siloxanes, and perfluorinated substances (PFAS). Additional details, by category: • Beauty, Baby, Personal Care & Cleaning - also, cruelty free and/or not tested on animals. • Pest Control - also classified as a Minimum Risk Pesticide by the EPA. • OTC Medicines - also formulated without synthetic colors, artificial flavors and sweeteners, methyl-parabens, DMSO (Dimethyl sulfoxide), DMAA (1,3-dimethylamylamine), cyclodextrin, bisulfites and more. • Supplements – formulated without ingredients prohibited in OTC products plus no amygdalin, ephedra, kratom, ethylenediaminetetraacetic acid (EDTA) anti-oxidants, pharmaceuticals like benfotiamine, phentermine and sulbutiamine, and more. Third-party certified by NSF, USP or Informed Choice to be free from contaminants and adulterants. Sports Supplements also third-party certified as NSF Certified for Sport or Banned Substances Control Group (BSCG) Drug Free.• Feminine Care, Adult Care & Diapers - fragrance free and chlorine free. • Pet Food - made with meat, poultry, or seafood as the first ingredient, and without artificial colors, flavors, or preservatives • Car Seats - fabric, foam and labels made without intentionally added flame retardants and stain repellents (PFAS)Target Zero
Join Target and the brands you love on a journey to zero waste. Products must meet at least one of these criteria to be part of Target Zero:
1. Packaging designed with intention of refill to reduce total waste; 2. Packaging or product designed with intention of reusability at end of life; 3. Packaging switch from plastic to paper, aluminum, steel or glass with greater potential to be widely circular for majority of product packaging; 4. Packaging made with at least 30% post-consumer recycled content for plastic; 5. Compostable packaging; 6. Less water usages — concentrates or powders - with the intent to minimize packagingSee how we make shopping for wellness even easier.
If the item details above aren’t accurate or complete, we want to know about it.
Shipping details
Estimated ship dimensions: 3.59 inches length x 2.21 inches width x 8.23 inches height
Estimated ship weight: 1.715 pounds
This item cannot be shipped to the following locations: United States Minor Outlying Islands, American Samoa (see also separate entry under AS), Northern Mariana Islands, Guam (see also separate entry under GU), APO/FPO, Virgin Islands, U.S.
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
Q: How much does the easy dose dispense?
submitted by Maria - 2 years ago
A: 0.35 fl oz per dose, totaling 66 total doses per 23.1 fl oz bottle.
submitted byTarget Shopper - 2 years agoA: Hi there - 1 Squeeze of our EasyDose Laundry Detergent should equal .35 fl oz/ 10.3 ml (or 2 tsp)
submitted bySeventh Generation - 2 years agoBrand expert
Q: Is this laundry detergent with lavender good for very sensitive skin?
submitted by JRH - 2 years ago
A: Hi there - Although everyone is different and the Lavender Laundry Detergent may work well for you, we typically recommend our Free & Clear products for anyone with sensitivities. These products are hypoallergenic, free of dyes, fragrances, optical brighteners, and chlorine. They work hard and get the job done, but are easy on both you and the environment. You can find out more about Free & Clear products at www.seventhgeneration.com/Free-and-Clear.
submitted bySeventh Generation - 2 years agoBrand expert
Q: Is this Detergent free and clear of optical brighteners?
submitted by momof2 - 3 years ago
A: Seventh Generation Easydose Ultra Concentrated Laundry Detergent does not contain any Optical Brighteners, none of our Laundry Detergents have optical brighteners.
submitted bySeventh Generation - 3 years agoBrand expert
Q: Can this detergent be used on delicates?
submitted by Fern from Florida - 3 years ago
A: All of our Laundry Detergents use enzymes. These can be too strong for some delicate materials. We suggest checking the garment for recommendations for use with or without enzymes. You can use our Dish Liquid for handwashing delicates, this does not have any enzymes in it.
submitted bySeventh Generation - 3 years agoBrand expert
Q: Hi is this drain field / septic safe?
submitted by Kristi - 3 years ago
A: Yes, our EasyDose Ultra Concentrated Laundry Detergent is septic safe. All of our products are septic safe, this will not do any harm to your system. Feel free to contact our Customer Care team with any additional questions.
submitted bySeventh Generation - 3 years agoBrand expert
Q: can this be used for high efficiency washing machines?
submitted by chillpapaya - 3 years ago
A: Absolutely!! This can be used in any type of machine. We have designed this to be as easy as possible, simply follow the directions for dosing on the back of the bottle. Please reach out to our team if you have any further questions. info@seventhgeneration.com or 800-211-4279
submitted bySeventh Generation - 3 years agoBrand expert
Q: Is the bottle refillable?
submitted by KPop - 3 years ago
A: Hi there, unfortunately the EasyDose bottle is not refillable at this time.
submitted bySeventh Generation - 3 years agoBrand expert
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4.5 out of 5 stars with 1652 reviews
83% would recommend
160 recommendations
scent: 4.13 out of 5
quality: 3.9 out of 5
value: 3.78 out of 5
cleans effectively: 4.28 out of 5
Eco friendly. #complimentary #CleanWithPurpose @Influenster @seventhgeneration
5 out of 5 stars
loria33 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product for free for my honest opinion. Seventh Generation easy dose rose scented laundry detergent it's perfect for lingerie very gentle on it. This product needs no improvement it's affordable. that thing is a light Rose scent it's not overpowering matter of fact it takes me back to Childhood Days growing up on the farm smell8ng the fragrance of the Wild Roses that grew there. This laundry detergent is economical friendly. All you need is 1 squirt to do 1 load! did not make the colors in my lingerie bleed and they look even brighter and softer then before. I absolutely recommend this laundry detergent.
Cleans well
4 out of 5 stars
mindylaine - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This detergent has the slightest hint of rose and it left my clothes with the faintest scent. Probably not noticeable to anyone else but me, and I really like it. I was hesitant that the liquid would dispense, but with one firm squeeze it did dispense a small amount. I added 2 pumps because it was a large load. The lid leaked each time aim squeezed it, so it was a bit messy. Hopefully this will be changed in the future as it is convenient to not use a separate cup.
Beware - You Need to Measure
2 out of 5 stars
NatalieHHI - 15 days ago
originally posted on seventhgeneration.com
EasyDose squeeze feature does not work. Product runs and dribbles out of nozzle as soon as you turn it, so you have no idea how much comes out. I should have heeded the other reviews.
1 reply from consumer services team - 11 days ago
Thanks for reaching out, we're sorry our Ultra Concentrated Laundry Detergent didn't work for you. We appreciate feedback like yours, and it helps us improve our products - please connect with our team directly at consumer.services@unilever.com, and share ref ID: 45109801, so we can ask a few questions. We look forward to hearing back from you!
Something changed
2 out of 5 stars
Would not recommend
bshlay16 - 27 days ago
I’ve used this detergent for a bit of time (over a year) but recently feel like it’s not the same - the scent is recently VERY off putting, and is not the same as it used to be. So bad as I really can’t use it anymore. As others have said the dosing dispenser really doesn’t work well either.
1 reply from Seventh Generation team - 22 days ago
We're sorry to hear the new cap on our Lavender EasyDose Ultra Concentrated detergent had a very off putting scent and the dosing dispenser doesn't work. We'd like to get more details for our Quality Team, if you don't mind reaching out to SVG.support@unilever.com. You can share ref ID: 44990477, and the rest of our team will take it from there!
The dose is actually rather difficult
2 out of 5 stars
Would not recommend
randombuyer - 1 month ago
I really like 7th generation as a brand, so I wanted to like this, but have had a lot of trouble with the dosing cap. Simply flipping the bottle upside down leads to an alarming amount of detergent pouring out; "one squeeze" makes much more come out, but the amount that comes out from a squeeze is incredibly inconsistent. There's also no measurement indication on the bottle, so I'm not sure how much is supposed to be coming out – which means I can't even use a measuring cup or something to put in the right amount of detergent. Please learn from my mistakes and go with another form of detergent!
1 reply from Seventh Generation team - 27 days ago
Hello, we're sorry to hear you are experiencing difficulty with the cap on our detergent - we'd like to help. Please connect with our team at SVG.support@unilever.com, and share ref ID: 44946230. We'll keep an eye out for your email!
Love it!
5 out of 5 stars
Would recommend
W Sche - 1 month ago
Love the dispenser. No mess and less plastic. Nice scent and clean.
Terrible
1 out of 5 stars
- 1 month ago
originally posted on seventhgeneration.com
I’m so bummed this does not work! It smells like cooking oil and does not seem like it cleans. The dosing is also confusing. How much for a very large load in an HE washer. How can the dose be the same for any size load? I tried the Rise and Lavender and neither smell good. Very disappointed to have wasted the money trying.
1 reply from Consumer Services team - 1 month ago
We're saddened to learn our Rose EasyDose Ultra Concentrated Laundry detergent smells like cooking oil and didn't cleanse. We'd like to learn more and help with your dosing questions, please email us at SVG.support@unilever.com with ref. ID: 44831980. We look forward to connecting soon.
Leaves white residue
3 out of 5 stars
Would not recommend
Beachthirty - 1 month ago
Love the scent but this laundry detergent leaves white residue on dark clothes every time.
1 reply from Seventh Generation team - 1 month ago
We're sorry to hear our Ultra Concentrated detergent left white residue behind, and we'd like to ask you some questions - please reach out to our team at SVG.support@unilever.com, and share ref ID: 44818389. We look forward to hearing back from you!
Will not do 66 Loads
3 out of 5 stars
Tipper - 2 months ago
originally posted on seventhgeneration.com
I kept track of the "squeezes" and counted 45 not 66
Favorite
5 out of 5 stars
Would recommend
SCM2010 - 2 months ago
Favorite laundry detergent. Love the size, love the squeeze bottle, love the smell.
EasyDose? More like OverDose
1 out of 5 stars
Would not recommend
E - 2 months ago, Verified purchaser
This is the second time in a row that I buy this detergent and the “EasyDose” doesn’t work, it just keeps pouring without stopping it’s hard to measure the right amount. Won’t be buying again.
1 reply from Seventh Generation team - 2 months ago
We're so sorry to hear you had this experience with our EasyDose Lavender detergent. The quality of our products are very important to us, and we'd like to ask a few questions - could you please email our team at SVG.support@unilever.com, and share ref ID: 44589427? We'll be waiting for your email!
Great! Works! Using since launched
5 out of 5 stars
Would recommend
Samiam - 3 months ago
I original bought this product a few years ago. I liked the small size. Only a small 10.35 ml amount to do a load. Not full of water or chemicals. And it works. Clothes are clean, fresh. Great for sensitive skin. Seventh Generation lists every ingredient on the package, something you won’t find with other National brands because they don’t want you to know how toxic their petro chemical laden products are. These are around 99% USDA certified bio based. The only synthetics are the preservatives which are necessary to inhibit mold and bacteria. Better for you and better for the environment. They even use 100% recycled plastic in their packaging. Also cheaper per load than those pods.
Clothes smell awful
1 out of 5 stars
RW09 - 3 months ago
originally posted on seventhgeneration.com
I have used this for two weeks, and our clothes smell awful. I have used free and clear from other companies, and they left our clothes smelling clean, but our clothes just smell dirty. I hate to waste the product but I don't think I can continue using. I love other Seventh Generation products but this is definitely a no go for me.
Easy dose does not work
2 out of 5 stars
mar36 - 3 months ago
originally posted on seventhgeneration.com
I really wanted to like this product but the easy dose cap does not work. The first time I used it, the detergent just kept pouring out of the cap. After reading other reviews, I now measure 2 teaspoons of detergent with a measuring spoon which is a messy process.
1 reply from Consumer Services team - 3 months ago
We're sorry to hear you had difficulty with our detergent and we'd like to ask a few questions - please reach out to us at SVG.support@unilever.com directly with ref ID: 44240846. We'll keep an eye out for your email!
Happy for the healthier alternatives from Seventh
5 out of 5 stars
tbray - 3 months ago
originally posted on seventhgeneration.com
I love this laundry detergent. I am so happy to be able to wave goodbye to toxic chemicals and have a positive impact on the planet rather than smelling like Tide, Cheer or other disgusting smelling products (can we please get the world to stop using these other brands? Every time our neighbors do laundry the trie neighborhood smells.) Thankful this brand exists. I use the lavender and my husband uses the unscented.
As Easy As Promised
5 out of 5 stars
Would recommend
Katie - 3 months ago
I've been using EasyDose for a while now. I can't believe all the companies haven't switched to ultraconcentrated. The dosing mechinism works perfectly for me. My laundromat days are behind me, but I really wish these were around then.
SO Sold!!
5 out of 5 stars
Dede - 4 months ago
originally posted on seventhgeneration.com
First off, naysayers, it is so easy to use. Uncap, turn over and squeeze & boop, the moment it’s done-that’s it! I love the footprint! I’ve purchased now 5 more bottles-take same space, & so easy to use. The spectacular clean is why I’m commenting. SO sold!!
EasyDose is a No, but Ultra Concentrated is a yes
3 out of 5 stars
Empty - 4 months ago
originally posted on seventhgeneration.com
The easy dose doesn't work for us. Tried it carefully with the first bottle and went through 3/4 of the bottle before we realized how much it was over-doing it. Now we take a child's liquid medicine cup and measure 10 ml each time. It isn't perfect as the liquid doesn't fully leave the cup and it's a bit messy on the laundry shelf, but better than having large bottles shipped everywhere.
1 reply from Consumer Services team - 4 months ago
We're sorry to hear the cap on our Easy Dose Ultra Concentrated laundry detergent and we'd like to get more details for our Quality Team. If you don't mind reaching out to SVG.support@unilever.com, you can share ref ID: 44020943 and we'd be happy to assist you further with your concerns. Thank you.
Great scent, good quality, poor dosage.
4 out of 5 stars
Would recommend
Steph - 4 months ago, Verified purchaser
Love the smell of this and clothes come out clean. Unfortunately, 1 squeeze doesn't equal one load. You end up using way too much detergent. So, there is no real way to measure a dose. However, it smells good enough that I'll keep buying it, I just make sure not to do a full squeeze or it won't last the listed amount of loads. You need less than you think.
1 reply from Seventh Generation team - 2 months ago
Hi Steph, while we're happy to hear your clothes smell good and come out clean, we're sorry to hear one squeeze doesn't equal a load, and we'd like to understand better - please reach out to our team at SVG.support@unilever.com, and share ref ID: 44683221. We look forward to hearing back from you!
Please help with amount to use!!!
2 out of 5 stars
Jbcarter - 4 months ago
originally posted on seventhgeneration.com
When you turn the bottle over for the “Easy Dose” squeeze, the detergent pours out without the squeeze! Exactly how many ounces should an EZ Dose be?