Seventh Generation is a leading brand in the North American market for natural home care products. The acquisition gives Unilever a presence in the fastest growing segment of the cleaning products industry. It will also help the multinational achieve its sustainability goal of halving its environmental impacts across the value chain.

The trend of green acquisitions is spreading from the food, personal care to home care industries. In July, SC Johnson purchased the natural home care & personal care brand Babyganics. Like Unilever, SC Johnson will look to build distribution of its new green brand in mass market channels.

Unilever however is likely to build synergy between its green brands. It previously acquired the natural skincare brand REN, expanding its international distribution. The multinational is also reportedly seeking to add Honest Company to its portfolio. By doing so, Unilever will be the first multinational to have a major presence in the organic food, natural personal care, and natural home care product industries.

Unilever is not the only multinational to go on a buying spree in sustainable product industries. L’Oréal was the first to make major acquisitions when it bought The Body Shop and Sanoflore in 2006. By buying ‘green expertise’, …