Seventh Generation EasyDose Free & Clear is our budget starting point for cruelty-free laundry detergent. At the checked price, its labeled medium-load dose costs about 21 cents. ATTITUDE's unscented 80-load formula is the option to compare if you specifically want an enzyme-free detergent.
The surprising part is ATTITUDE's cheaper bottle. It holds the same volume as the 80-load version, but its stated dose yields only 40 loads. Paying less for the bottle means paying more per wash.
Compare washes, not the size of the jug
| Product | Bottle and labeled loads | Checked price | Cost per labeled wash |
|---|---|---|---|
| Seventh Generation EasyDose Free & Clear | 23.1 fl oz; 66 loads | $13.99 at Target | $0.21 |
| ATTITUDE Unscented, 80-load format | 67.6 fl oz; 80 loads | $26.95 direct | $0.34 |
| ATTITUDE Unscented, 40-load format | 67.6 fl oz; 40 loads | $19.95 direct | $0.50 |
US prices were checked October 28, 2026, before tax and shipping. Target's indexed $13.99 offer depends on store and fulfillment. The load counts come from the manufacturers, not from our own wash testing.
At those doses, 100 washes cost about $21.20, $33.69 and $49.88 respectively. The numbers explain why a small concentrated bottle can be better value than a large jug.
EasyDose has a catch worth knowing
Seventh Generation's directions specify one firm squeeze with the bottle upside down for a medium load. Larger or heavily soiled loads need two squeezes.
If every load needs that double dose, a nominal 66-load bottle gives about 33 washes. The cost becomes roughly 42 cents per wash, before tax or delivery. That does not suddenly make it a bad purchase; it makes the advertised medium-load figure the wrong estimate for that household.
Use the actual dose you need when comparing detergents. A family washing heavily soiled clothes and someone washing small, lightly soiled loads may get very different value from the same bottle.
Choose ATTITUDE deliberately
ATTITUDE calls the compared laundry formula vegan and enzyme-free. EasyDose lists enzymes. If you seek or avoid those ingredients, that is a concrete distinction between the formulas.
The two ATTITUDE listings both show 67.6 fl oz, but they describe different concentrations and load counts. Check the selected version before ordering or refilling an old dosing routine. The capful you used with one concentration should not become the default for another.
At the stated doses, the 80-load bottle saves about 16 cents per wash versus the 40-load bottle. It costs $7 more upfront. That is a worthwhile trade if you want ATTITUDE, will use the bottle and are comparing the same delivered prices.
The cruelty-free basis
Seventh Generation and ATTITUDE have positive independent records covering ingredients, finished products, suppliers and third parties. Seventh Generation belongs to Unilever; ATTITUDE's record names Bio-Spectra.
For a vegan requirement, ATTITUDE makes an explicit formula claim. Check the exact Seventh Generation formula separately rather than treating its animal-testing approval as an ingredient-origin statement.
Replacing Tide? EasyDose is a sensible first product to compare on price and availability. An animal-testing decision does not require you to switch scent, concentration and delivery method all at once.
What this comparison can tell you
We can compare prices, labeled doses, ingredients and testing policies. We cannot name a stain-removal winner without a controlled wash trial. An enzyme list alone is not a performance result.
Read both the garment-care label and the detergent's directions. Choose a formula suited to your fabrics and machine, then measure the dose. A low advertised cost per load is useful only when it reflects how you actually do the laundry.
Sources
Target. Seventh Generation EasyDose Free & Clear, 66 loads. https://www.target.com/p/-/A-76158733. Accessed on October 28, 2026.
ATTITUDE. Laundry Detergent. https://us-shop.attitudeliving.com/products/laundry-detergent?variant=46393420480825. Accessed on October 28, 2026.
ATTITUDE. Laundry Detergent. https://us-shop.attitudeliving.com/products/laundry-detergent?variant=46393420513593. Accessed on October 28, 2026.
PETA. Brand record. https://crueltyfree.peta.org/company/seventh-generation-unilever/. Accessed on October 28, 2026.
PETA. Brand record. https://crueltyfree.peta.org/company/attitude-bio-spectra/. Accessed on October 28, 2026.
Seventh Generation. EasyDose Ultra Concentrated Laundry Detergent, Free & Clear. https://www.seventhgeneration.com/easydose-ultra-concentrated-laundry-detergent-freeclear. Accessed on October 29, 2026.
