What are Optical Brighteners and why does Seventh Generation not use them?
Optical brighteners are synthetic chemicals that make fabrics appear to glow in the presence of ultraviolet light. They don't have anything to do with getting things clean -- they're only added to detergents to make us think our laundry is brighter and whiter than it really is.
Designed to intentionally remain behind on our clothes and linens, optical brighteners can rub off on our skin where they may cause a reaction that looks like sunburn.
They're no fun for the environment either. Optical brighteners washed down our drains frequently survive wastewater treatment and escape into our lakes, rivers, and streams. Once there, they don't completely biodegrade and instead accumulate in fish.
In the meantime, please feel free to watch the below video about optical brighteners!