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Ethical brand ratings and accreditation since 2001

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How ethical is Cushelle?

Cushelle is a brand of toilet paper which has been given a below-benchmark score on The Good Shopping Guide’s Ethical Toilet Paper Ratings Table. Although it has not yet met our ethical benchmark, we hope to see Cushelle make progress in future.

Read more about the issues facing the Ethical Toilet Paper sector and find out which companies have achieved accreditation for their commitment to being ethical and sustainable.

What does Cushelle do?

Cushelle was originally known as Charmin and was started in the US in 1928. Procter & Gamble (P&G) acquired Charmin Paper Company in 1957. In 2008, P&G sold the European operations and product line to SCA, where it was renamed to Cushelle.

In which areas does Cushelle perform poorly?

Cushelle gets a bottom rating for Animal Welfare as parent company, Essity, confirms that animal testing is used when required by law. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Cushelle’s record

Between August  and September 2022, 145 workers at the Essity mill in Kawerau were locked out of their workplace without pay, following requests for pay increases in line with inflation and the rising cost of living in their collective employment agreement negotiations. In the previous financial year, Essity made a $1.8bn profit from its global interests, yet the Australian-based executives who run Essity’s New Zealand operations refuse to entertain an increase for the workers at Kawerau.

In which areas does Cushelle perform well for its ethics?

Cushelle gets a top rating for its Environmental Report, as its Annual Sustainability Report 2021 contains a Net Zero goal as well as other targets.

We found no criticisms of Cushelle relating to; Nuclear Power, Fossil Fuels, Armaments, Irresponsible Marketing or Political Donations, so the brand scores well across these criteria.

How can Cushelle improve its ethical rating?

The below-benchmark score that Cushelle is awarded is the result of an evaluation of multiple ethical criteria. To reach our minimum benchmark score and qualify for Ethical Accreditation, Cushelle has some issues to resolve including its use of Animal Testing. Find out more about how we rate.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Toxic Chemicals Policy


  • Sustainable Materials


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating