Do your wiping habits matter?
Which toilet paper brands are the most ethical and sustainable? For the answer, see our Ethical Toilet Paper comparison table to compare brands’ ethical scores.
Why ethical toilet roll?
In the Western world, toilet paper is an essential household product that is purchased on a regular basis. It is therefore important to minimise the ethical and environmental impact of our loo roll wherever possible. The GOOD Shopping Guide has been independently researching and rating brands on ethical criteria since 2001, making our comparison tables one of the most trusted resources for sustainable toilet paper UK choices.
According to WWF, the production of toilet paper accounts for almost 10% of deforestation worldwide — the equivalent of 27,000 trees are flushed away every day. Deforestation not only harms animal habitats and the biodiversity of our planet, but also removes important tools for absorbing the carbon dioxide in our atmosphere. To limit global warming and fight the climate crisis, we must keep our trees standing by making toilet roll production more sustainable. It is also worth noting that conventional toilet paper is extremely water-intensive — it takes an estimated 140 litres of water to produce a single toilet roll made from virgin paper. Switching to recycled or bamboo alternatives significantly reduces this water footprint.
Additionally, some toilet paper brands use chlorine bleach in the manufacturing of their products — this is what gives our loo roll its bright white colour. Bleaching toilet paper is bad for the environment because it releases harmful chemicals into the air and water. In addition to releasing harmful chemicals, toilet roll bleaching also requires a lot of energy and water, which contributes to climate change and water pollution.
The most common type of bleach used in toilet paper is elemental chlorine bleach, which releases dioxins and other toxic chemicals into the environment. Dioxins are known to be carcinogenic and can cause a variety of health problems, including reproductive problems, developmental problems, and cancer. If you want to find unbleached ethical toilet paper, look for brands that received a top rating for Toxic Chemicals Policy on our Ethical Toilet Paper comparison table. For a full breakdown of how we assess toilet paper brands, visit our How We Rate page.
Naked Paper, the first toilet paper brand to gain Ethical Accreditation from The GOOD Shopping Guide, was set up to offer unbleached, natural bamboo toilet roll UK consumers can trust. Naked Paper is a great sustainable and affordable choice for anyone looking for a more ethical alternative to bleached white brands. Notably, Naked Paper manufactures in a factory run entirely on renewable energy and has been independently tested and certified as free from PFAS — so-called “forever chemicals” that persist in the environment and have been linked to health concerns.
Toilet roll and plastic packaging
Another major concern with toilet paper is the use of plastic packaging around the products. By now, most of us are well aware of the detrimental impact of single-use plastics. Plastic takes hundreds (or even thousands) of years to decompose, harms wildlife, pollutes our waters and soil, and is not a sustainable material. WRAP provides guidance on plastic packaging alternatives and the environmental benefits of switching to paper or biodegradable packaging.
On the bright side, many loo roll brands are moving away from plastic packaging, instead opting for alternatives such as biodegradable materials or paper. This is a factor you may want to consider when looking for ethical toilet roll.
Sustainable toilet roll brands to look out for
Ethical concerns around toilet paper and household products in general are becoming more well-known. As a result, several new and innovative brands have emerged that are attempting to address the major sustainability issues within the toilet roll industry. This includes brands that are moving away from traditional paper materials to more sustainable and eco-friendly options.
Bamboo is widely considered a sustainable alternative to standard loo roll made from tree pulp, as it helps reduce deforestation. Bamboo is the fastest growing plant on earth, is highly renewable, and can grow by over a metre a day, unlike trees which take years or even decades to grow. Moreover, cultivating bamboo requires very little water and, according to several studies, bamboo releases 35% more oxygen into the atmosphere than trees, making it a highly sustainable choice. The FSC UK certification is one of the most reliable independent indicators of sustainably sourced wood and paper products — look out for the FSC logo on toilet paper packaging.
If you want to try out bamboo toilet roll as an ethical alternative, there are a few high-scoring brands on our Toilet Paper comparison table which offer bamboo toilet paper, including Bumboo, Naked Paper, The Cheeky Panda and Who Gives A Crap. Bumboo, Serious Tissues, The Cheeky Panda and Who Gives A Crap have all earned Ethical Innovator status from The GOOD Shopping Guide, recognising their forward-thinking approach to sustainability within the toilet paper sector. Find out more about the benefits of Ethical Accreditation. Bumboo also plants a tree for every box purchased, in partnership with Eden Reforestation Projects, and delivers all orders with carbon-neutral shipping. The Cheeky Panda is B Corp certified, independently assessed for its social and environmental performance, governance, and transparency.
Another eco-friendly option that’s becoming more popular is recycled loo roll UK brands — made from materials such as magazines, office paper and cardboard. In the production of recycled loo roll, no deforestation occurs and significantly less water and energy are required. This means that recycled toilet paper tends to have a lower carbon footprint, making it more ethical and sustainable than traditional loo roll.
You can find recycled toilet paper offered by Feel Good, Naked Paper, Serious Tissues and Who Gives A Crap. All these brands receive an excellent GSG ethical score in our table. Who Gives A Crap is a particularly strong ethical choice — the brand donates 50% of its profits to WaterAid and other sanitation projects, helping to provide clean water and safe toilets to communities in the developing world.
Avoiding the nasties
Unfortunately, there are some toilet paper brands which are owned by unethical companies — but checking our Toilet Paper comparison table before you buy will help you to choose an ethical brand.
The lowest scoring brands in our toilet paper research are Andrex (owned by Kimberly-Clark Corporation), Cushelle and Velvet (both owned by Essity AB). Kimberly-Clark and Essity both allow their products to be tested on animals in countries where it is legally required, resulting in a bottom rating for Animal Welfare. Many ethical companies choose not to sell their products in countries where animal testing is mandatory to avoid unnecessary animal cruelty.
Additionally, due to their parent companies, Andrex, Cushelle and Velvet have been criticised for involvement in a range of unethical activities, such as workers’ rights abuses, environmentally harmful products and price fixing. Andrex has even received a bottom rating in the Public Record Criticisms+ category, which is only applied in severe cases where companies have received a high volume of criticisms. If you are keen to purchase ethical toilet paper, we recommend avoiding these three brands.
Your choice of toilet paper sits within a broader set of ethical household decisions. See our Ethical Cleaning Products comparison table for guidance on making sustainable choices across your home. For brands that have earned The GOOD Shopping Guide’s Ethical Accreditation across every household sector, visit our Top 200 Ethical Businesses page.
See our Ethical Toilet Paper comparison table to compare brands
Bumboo, Naked Paper, Serious Tissues, The Cheeky Panda, Who Gives A Crap, Feel Good, Nicky, Regina, Renova, Cushelle, Velvet and Andrex.
Why should I choose ethical toilet paper?
Toilet paper is one of the most frequently purchased household products, which makes it an important area to consider from an ethical and environmental perspective. The production of toilet paper is responsible for a significant share of global deforestation, with an estimated 27,000 trees lost every day to meet demand. Deforestation destroys animal habitats, reduces biodiversity, and removes vital carbon sinks that help absorb CO2 from the atmosphere. Some brands also use chlorine bleaching in manufacturing, which releases harmful chemicals such as dioxins into the air and waterways. By choosing brands that score highly on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, consumers can help support more sustainable and responsible production methods.
Is bamboo toilet paper a more sustainable choice?
Bamboo is widely considered one of the most sustainable materials for toilet paper production. Unlike trees, which can take decades to mature, bamboo is the fastest growing plant on earth and can grow by over a metre a day. It requires very little water to cultivate and, according to several studies, releases around 35% more oxygen into the atmosphere than trees, making it a highly renewable and eco-friendly resource. Switching to bamboo toilet paper helps reduce pressure on global forests and the deforestation that threatens biodiversity and climate stability. Several high-scoring brands on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table offer bamboo toilet paper, including Bumboo, Naked Paper, The Cheeky Panda, and Who Gives A Crap.
Is bleached toilet paper bad for the environment?
The bright white colour of most conventional toilet paper comes from chlorine bleaching, which has a range of negative environmental consequences. The most common form used is elemental chlorine bleach, which releases dioxins and other toxic chemicals into the air and water during manufacturing. Dioxins are known carcinogens linked to reproductive problems, developmental issues, and cancer. The bleaching process also consumes large amounts of energy and water, contributing further to pollution and carbon emissions. Consumers looking for unbleached toilet paper should seek out brands that receive a top rating for Toxic Chemicals Policy on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. Naked Paper, for example, offers unbleached natural bamboo toilet paper as a healthier and more environmentally responsible alternative.
Is recycled toilet paper an eco-friendly option?
Recycled toilet paper is another sustainable alternative to conventional loo roll. Made from materials such as office paper, magazines, and cardboard, it requires no deforestation in its production, and significantly less water and energy compared to virgin paper manufacturing. This results in a lower carbon footprint overall, making it a more ethical choice for environmentally conscious shoppers. Several brands available on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table offer recycled toilet paper options, including Naked Paper, Serious Tissues, and Who Gives A Crap, all of which score well in our ethical research.
Which toilet paper brands should I avoid?
The lowest-scoring brands in The GOOD Shopping Guide’s toilet paper research are Andrex, Cushelle, and Velvet. Cushelle and Velvet are both owned by Essity AB, while Andrex is owned by Kimberly-Clark Corporation. Both parent companies permit their products to be tested on animals in countries where it is legally required, resulting in a bottom rating for Animal Welfare. These brands have also been criticised for involvement in workers’ rights abuses, environmentally harmful products, and price fixing. Andrex receives a particularly serious bottom rating under the Public Record Criticisms+ category, which is reserved for brands that have attracted an especially high volume of ethical criticisms. The GOOD Shopping Guide recommends avoiding these three brands in favour of higher-scoring alternatives.
Is Naked Paper an ethical toilet paper brand?
Naked Paper sits above the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, performing strongly across all assessed categories, including its Toxic Chemicals Policy, Sustainable Materials, and Animal Welfare credentials. Holding Ethical Accreditation reflects the brand’s recognised commitment to ethical and sustainable business practices. Naked Paper also holds Ethical Innovator Status, recognising its forward-thinking approach within the toilet paper sector.
Is Bumboo an ethical toilet paper brand?
Bumboo sits above the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, performing strongly across all assessed categories, including its Environmental Report, Toxic Chemicals Policy, and Sustainable Materials credentials. Bumboo holds Ethical Innovator Status, recognising its forward-thinking approach within the toilet paper sector. As a brand without Ethical Accreditation, applying for it could offer Bumboo a recognised means of formally demonstrating its commitment to ethical and sustainable business practices.
Is Serious Tissues an ethical toilet paper brand?
Serious Tissues sits above the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, performing strongly across all assessed categories, including its Environmental Report, Toxic Chemicals Policy, and Sustainable Materials credentials. Serious Tissues holds Ethical Innovator Status, recognising its forward-thinking approach within the toilet paper sector. As a brand without Ethical Accreditation, applying for it could offer Serious Tissues a recognised means of formally demonstrating its commitment to ethical and sustainable business practices.
Is The Cheeky Panda an ethical toilet paper brand?
The Cheeky Panda sits above the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, performing well across most assessed categories, including its Environmental Report, Sustainable Materials, and Animal Welfare credentials, though it receives acceptable rather than top ratings for its Toxic Chemicals Policy. The Cheeky Panda holds Ethical Innovator Status, recognising its forward-thinking approach within the toilet paper sector. As a brand without Ethical Accreditation, applying for it could offer The Cheeky Panda a recognised means of formally demonstrating its commitment to ethical and sustainable business practices.
Is Who Gives A Crap an ethical toilet paper brand?
Who Gives A Crap sits above the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table, performing well in areas such as its Sustainable Materials, Animal Welfare, and Fossil Fuels credentials, though it falls short in its Toxic Chemicals Policy and receives acceptable rather than top ratings for its Environmental Report. Who Gives A Crap holds Ethical Innovator Status, recognising its forward-thinking approach within the toilet paper sector. As a brand without Ethical Accreditation, applying for it could offer Who Gives A Crap a recognised means of formally demonstrating its commitment to ethical and sustainable business practices.
Is Nicky an ethical toilet paper brand?
Nicky falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Environmental Report, Fossil Fuels, and Animal Welfare credentials, though it falls short in its Toxic Chemicals Policy and receives acceptable rather than top marks for its Sustainable Materials. Consumers seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
Is Regina an ethical toilet paper brand?
Regina falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Environmental Report, Fossil Fuels, and Animal Welfare credentials, though it falls short in its Toxic Chemicals Policy and receives acceptable rather than top marks for its Sustainable Materials. Shoppers seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
Is Renova an ethical toilet paper brand?
Renova falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Fossil Fuels, Animal Welfare, and Armaments credentials, though it falls short in both its Environmental Report and Toxic Chemicals Policy, and receives acceptable rather than top marks for its Sustainable Materials. Those seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
Is Cushelle an ethical toilet paper brand?
Cushelle falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Environmental Report, Fossil Fuels, and Armaments credentials, though it falls short in its Toxic Chemicals Policy, Animal Welfare, and Public Record Criticisms ratings and receives acceptable rather than top marks for its Sustainable Materials. Consumers seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
Is Velvet an ethical toilet paper brand?
Velvet falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Environmental Report, Fossil Fuels, and Armaments credentials, though it falls short in its Toxic Chemicals Policy, Animal Welfare, and Public Record Criticisms ratings and receives acceptable rather than top marks for its Sustainable Materials. Shoppers seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
Is Andrex an ethical toilet paper brand?
Andrex falls below the benchmark on The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table. The brand performs well in areas such as its Environmental Report, Fossil Fuels, and Armaments credentials, though it falls short in its Toxic Chemicals Policy, Animal Welfare, and Political Donations ratings, and has received a bottom rating under the Public Record Criticisms+ category, which is reserved for brands that have attracted a particularly high volume of ethical criticisms. Those seeking toilet paper brands that do reach the ethical benchmark can consult The GOOD Shopping Guide’s Toilet Paper Ethical Ratings Table for more responsible alternatives.
How does The GOOD Shopping Guide's Ethical Accreditation complement other accreditations?
The GOOD Shopping Guide doesn’t replace existing certifications, it ensures your ethical credentials are clearly recognised so they are trusted by consumers. By appearing in our comparison tables, your brand reaches an audience that is actively seeking genuinely ethical options, while also being referenced by Google and AI search tools to enhance credibility and discoverability.
How is The GOOD Shopping Guide's Ethical Accreditation different from other accreditations?
Unlike many accreditations that focus mainly on compliance or internal audits, The GOOD Shopping Guide provides scored, research-led assessments across environment, people and animals. Our tables are consumer-facing and freely accessible, making it easy for shoppers and AI tools to compare brands based on verified performance, not just promises.
How does The GOOD Shopping Guide choose who is eligible for accreditation?
The GOOD Shopping Guide audits brands for their ethical impact across a variety of criteria in the human, animal and environment categories. We research the records of brands and their parent companies, and rate them across those criteria. If they are found to be above our benchmark, they are eligible to apply for Ethical Accreditation.
How can I apply for Ethical Accreditation?
You can apply for Ethical Accreditation if your brand is assessed as above our benchmark. Click on this link to fill out our online form, and our researchers will assess your brand’s viability for Ethical Accreditation.