Brandwave

Dirty Labs vs Seventh Generation:Which is more popular?

In September 2026, Seventh Generation had more branded searches than Dirty Labs among eco laundry detergent brands worldwide. Seventh Generation had about 18,100 branded searches, while Dirty Labs had 15,400. Seventh Generation made up 12.7% of all eco laundry detergent brand searches we track, and Dirty Labs accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about eco laundry detergent brands, Seventh Generation appeared in three of the five answers and Dirty Labs in one. Seventh Generation was mentioned before Dirty Labs in every answer.

Among eco laundry detergent brands worldwide in September 2026

Who do people search for more?

Seventh Generation, about 18% more searches than Dirty Labs

Seventh Generation 18.1K searchesDirty Labs 15.4K searches

Who does AI mention more?

Seventh Generation, mentioned in 3 of 5 answers, Dirty Labs in 1

Seventh Generation in 3 of 5Dirty Labs in 1 of 5

Who does AI recommend more?

Seventh Generation, named ahead of Dirty Labs in every answer

Seventh Generation first in 3Dirty Labs never first

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Top eco laundry detergent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Seventh Generation was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Dirty Labs was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Seventh Generation was listed before Dirty Labs in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Seventh Generation1st
  2. ECOS2nd
  3. Meliora Cleaning Products3rd
  4. Dirty Labs4th
  5. Earth Breeze5th
  6. Dropps–
  7. Tru Earth–
  8. Sheets Laundry Club–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Seventh Generation3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ECOS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Meliora Cleaning Products2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Earth Breeze1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dirty Labs1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dropps0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tru Earth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sheets Laundry Club0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about eco laundry detergent brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Dirty Labs or Seventh Generation more popular in search?

This chart shows how often people search Google for Dirty Labs and Seventh Generation by name. Each line represents a brand's share of searches for all eight eco laundry detergent brands we track, month by month, from English-language searches worldwide.

Dirty Labs and Seventh Generation among eco laundry detergent brands worldwide, by month

Share of searches by month for Seventh Generation, Dirty Labs. The figures are in the table below the chart.

View monthly share of searches table
MonthEarth BreezeDroppsSeventh GenerationDirty LabsECOSTru EarthSheets Laundry ClubMeliora Cleaning Products
Oct 202528.8%28.6%18.7%10.7%3.7%6.8%2%0.61%
Nov 202523.7%28.6%18.8%13.2%3.7%8.4%3.1%0.61%
Dec 202528.5%33.7%15%10.5%3.6%6.5%1.6%0.6%
Jan 202629.9%24.6%19.1%13.2%3.8%5.7%3.1%0.51%
Feb 202632%24.9%16.3%12%4%7.2%2.6%0.9%
Mar 202643.7%18.5%14.7%10.4%3.6%5.5%2.9%0.66%
Apr 202648.2%16.8%13.8%9.8%3.4%5.2%2.2%0.62%
May 202643.7%18.8%15.5%11.1%3.8%4.8%1.7%0.62%
Jun 202643.9%19.4%12.6%11.2%3.8%4.8%3.8%0.5%
Jul 202644.2%20.1%12.7%11.4%3.8%4.8%2.5%0.51%
Aug 202644%20.7%12.8%11.1%4.7%4.8%1.3%0.62%
Sep 202644.1%19.2%12.7%10.8%5.7%5%2%0.5%

How has the Dirty Labs and Seventh Generation comparison changed over the last 12 months?

3 findings

How did search popularity change for eco laundry detergent brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Dirty Labs worldwide rose 21.1% over 12 measured months, from 12.7K to 15.4K in September 2026.

  2. Estimated monthly branded searches for Seventh Generation worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Dirty Labs’ and Seventh Generation’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dirty Labs

4 branded search terms

  • dirty labs
  • dirty labs detergent
  • dirty labs laundry
  • dirtylabs

Seventh Generation

1 branded search term

  • seventh generation

How the Brand Demand Index is measured

Other head-to-heads among eco laundry detergent brands

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