Which is the most sustainable recycled toilet paper?
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Intro:
IIt is still an absolute minefield when choosing toilet paper with sustainability in mind. Since switching during the pandemic and later studying for my MSc in Sustainable Development — after working for over eight years in the forestry industry — I’ve become acutely aware of the trade-offs involved in what seems like such a simple purchase. You might have to compromise between raw material, transport emissions, chemical processing, packaging, or cost. My recent consumer survey continues to show that price and quality are the biggest drivers for UK shoppers, even when sustainability matters.
Supermarket giants — Andrex, Cushelle, Velvet, Tesco, Asda, Sainsbury’s, Morrisons — dominate sales, but supermarket toilet paper still largely depends on virgin pulp, typically FSC Mix certified rather than FSC 100% according to Which? (2025).
Meanwhile, sustainability‑first online brands now number well over a dozen in the UK and continue to grow, pushing innovations in recycled content, transport footprints, and bleaching alternatives. The sector has become noticeably more competitive as brands seek to differentiate through transparency, LCAs, and credible certifications. [which.co.uk] [zerowasted.co.uk]
To make matters trickier, there have been scandals — from bamboo mislabelling to weak recycled-content claims — which understandably undermines trust. For instance, Which? testing in 2025 found certain bamboo rolls on the UK market contained only 26% bamboo, with Bazoo singled out although they later provided their FSC audits. [lifebefore...stic.co.uk]
This article provides an updated comparison based on verified environmental data, recent LCAs, and honest brand transparency.
How is toilet paper made?
Toilet paper is made through a detailed process involving several key stages:
Raw Material Collection: The main ingredients for toilet paper are wood pulp, recycled paper, or a combination of both. Wood pulp is derived from softwood trees, which provide the necessary fibres for softness and strength.
Pulping: The collected raw materials undergo pulping, where they are mixed with water and chemicals to break them down into a slurry. This process can be done mechanically or chemically. The result is a thick mixture known as pulp.
Bleaching: To achieve the bright white colour associated with toilet paper, the pulp is bleached. This is usually done with chlorine dioxide or oxygen-based bleaches, which are more environmentally friendly than traditional chlorine bleaching processes.
Sheet Formation: The bleached pulp is then fed onto a flat screen where excess water is drained away, forming a continuous sheet of paper. This sheet is then compressed and dried using large rollers to remove even more moisture.
Reels and Cutting: Once dried, the continuous sheet is rolled into large reels. These reels are later unwound and cut into smaller sheets or rolls, depending on the size of the toilet paper product being manufactured.
Embossing and Finishing: For added texture and softness, many toilet paper products undergo an embossing process. This gives the sheets a patterned finish that enhances both strength and absorbency.
Packaging: After cutting and embossing, the rolls are packaged for distribution. This process includes wrapping them in plastic or boxes, ready to be sent off to stores.
Quality Control: Throughout the production process, quality control measures ensure that the toilet paper meets specific standards for softness, strength, and overall usability.
By combining these steps, manufacturers create the familiar product that plays a crucial role in our daily hygiene routines, all while aiming to incorporate sustainable practices wherever possible.
Material Choices
Recent peer‑reviewed research continues to show that recycled fibres generally have a lower environmental impact than virgin pulp, though the degree of benefit depends on mill energy sources, pulp type, and downstream wastewater treatment.
A 2024 cradle‑to‑gate life cycle assessment of tissue production in Portugal (Dias et al., 2024) found that energy consumption is the dominant environmental hotspot, and that using recycled fibres typically leads to significantly lower impacts compared with virgin eucalyptus or softwood pulp, largely because recycled fibre production avoids harvesting, chipping, and intensive chemical pulping stages. [ons.gov.uk]
Complementing this, a 2023 peer‑reviewed LCA focusing on wastewater systems (Wang et al., 2023) showed that toilet‑paper‑derived fibres contribute substantially to sludge volumes and treatment energy demand. The study demonstrated that optimised fibre‑removal processes can reduce total normalised environmental impacts by 9.46%, highlighting how fibre characteristics — and therefore fibre origin — shape their downstream effects. [assets.pub...ice.gov.uk]
The academic community is also scrutinising how LCAs allocate impacts between recycled and virgin systems. In 2024, NC State University hosted a global methodological review addressing the 14+ different allocation methods used in recycled‑fibre LCAs, emphasising the need for consistent science‑based approaches. This reinforces that while exact percentages may vary by methodology, the direction of impact reduction for recycled fibres remains robust across studies. [gov.uk]
Finally, independent conservation research in 2024 highlights the wider ecological consequences of virgin‑pulp sourcing. Large areas of old‑growth forest in Canada and Indonesia continue to be harvested for tissue products, with associated impacts on biodiversity, water systems and Indigenous communities. [serioustissues.com]
Taken together, recent peer‑reviewed assessments consistently support the conclusion that recycled fibre toilet paper offers clearer environmental advantages over virgin pulp, particularly regarding greenhouse gas emissions, forest conservation, and reduced resource use within UK and European production systems.
Lifecycle Assessments
Lifecycle Assessments (LCAs) are essential when comparing toilet paper brands, and they remain the clearest way to assess real environmental performance. Many companies have improved their transparency since 2023.
A significant update since my last article is Naked Sprout’s 2025 LCA (under their new name, Naked Paper). Their emissions for recycled rolls dropped sharply after changes to their sourcing and recycling processes – including new supermarket partnerships and the use of a more efficient recycling centre – which reduced emissions associated with recycled‑material sourcing by 88%. [link.springer.com]
Transparency varies widely across brands, but dedicated eco companies remain far more forthcoming than supermarkets.
For this reason, the top 3 toilet papers (updated in 2026), in no particular order below continue to prioritise brands that provide genuine LCA data or traceable energy and sourcing information.
Therefore, the TOP 3 Contenders for the most sustainable recycled toilet paper are:
Who Gives A Crap (recycled rolls):
Price: 0.91p - £1.20p per roll (based on 48 pack, 3 ply, 400 sheets per roll).Large subscription discounts. Postage: Free when you spend over £30. New subscribers get very large discounts currently 0.73p a roll.
Who Gives A Crap is a sustainable toilet paper brand that prioritises environmental and social impact. They produce toilet paper using environmentally friendly materials like bamboo and recycled paper, claiming to reduce the strain on forests. Additionally, they donate 50% of their profits to help build toilets and improve sanitation in the global south, making a tangible difference in communities worldwide. Who Gives A Crap's fun and quirky branding sets them apart, appealing to consumers looking to make a positive change through their everyday purchases.
Impact:
I switched from a supermarket own branded toilet paper to ‘Who Gives A Crap’ during the pandemic as I noticed them whilst working in my local food bank. They were being donated and stood out with their exciting packaging. Each one was individually wrapped in paper with fun colours, patterns and messaging. I signed up to their subscription model, shipped directly to my door, with a feel-good factor knowing profits were donated for good causes.
Who Gives A Crap has now raised over £9.8 million for global sanitation projects. [topsourcehygiene.com]
In 2024, their partnership with all‑electric courier Packfleet reduced emissions by around 54,500 kg of CO₂, with improved delivery efficiency cutting redeliveries and reducing overall transport emissions for their UK‑EU region by 0.6%. [thereducereport.com]
Raw materials:
Who Gives A Crap is an Australian company and continues to manufacture its recycled toilet rolls in China, where the company sources local post‑consumer waste paper for its recycled products and locally grown bamboo for its bamboo range. According to the brand’s most recent UK manufacturing update (September 2025), China remains the only region where they can reliably access the volume of recycled fibre and bamboo required for production, and where producers can accommodate their plastic‑free paper wrappers and varied designs. [zerowasted.co.uk]
The company notes that while UK operations have opened opportunities to explore future local partnerships, their toilet paper is not yet manufactured or fibre‑sourced within the UK, and production continues to rely on Chinese sources for both recycled and bamboo inputs. Sea‑freighted shipments are then delivered to the UK for domestic distribution. [zerowasted.co.uk]
Packaging:
Minimal, fully recycled and recyclable cardboard with no plastic or individual roll wrapping.
Lifecycle Assessment:
Who Gives A Crap publishes a corporate‑level Lifecycle Assessment, reporting total organisational emissions rather than a product‑specific cradle‑to‑gate LCA. Their 2022 LCA recorded 70,605 tonnes of CO₂e, equivalent to the emissions of 15,213 gasoline‑powered passenger vehicles driven for one year. This provides a baseline for year‑on‑year reduction.
By January 2025, the company reported 19,834 tonnes of CO₂ offset across verified projects, and their website offers detailed explanations of each lifecycle stage from sourcing to distribution. Although they do not yet publish a per‑roll footprint, their organisational LCA and transparent reporting remain valuable for consumers seeking responsible brands.
Naked Paper (formerly Naked Sprout)
Price: Varies based on the retailer and any ongoing promotions. On average, you can expect to pay around £0.75p to £1.00 per roll (based on 48 pack, 320 sheets per roll).
The company claims to be the UK’s most sustainable toilet roll and one of the consumer choices in my survey. They are a leader in the UK as an online brand as they offer a unique selling point for eco conscious buyers due to their unbleached toilet roll, this means they are free of those chemicals which make our toilet rolls white, therefore their toilet paper is more a shade of brown which can potentially put people off, however if you can get over the colour it is a much more sustainable choice than other brands because of this. Given this it is likely other retailers will also soon follow suit.
First and foremost, Naked Sprout’s commitment to sustainability is commendable. They use 100% recycled paper, which can reduce deforestation and the carbon footprint associated with traditional toilet paper production. By prioritising recycled materials, Naked Sprout encourages a circular economy, reminding consumers of the importance of reusing resources rather than contributing to waste.
Rebranded in 2025, Naked Paper emphasises unbleached paper through its “It’s brown because it’s greener” campaign.
Impact
Beyond eco-friendliness, Naked Sprout also places a strong emphasis on social impact. For every roll sold, they contribute a portion of the profits towards initiatives that support sanitation and hygiene education in underserved communities. This approach not only highlights the necessity of proper hygiene but also helps raise awareness about the challenges many face regarding access to basic sanitation facilities.
Through their partnership with Just a Drop, they have supported 314,000+ people with safe water by early 2024.
Additionally, Naked Sprout's production practices promote fair labour standards, ensuring their workers are treated ethically and fairly. By partnering with responsible suppliers who uphold these values, they contribute to better working conditions in the paper industry. Their factory is also a certified B Corp in its own right, with good jobs and a living wage for everyone who makes their rolls.
Raw materials:
Naked Spout toilet paper is crafted from 100% recycled paper. Their raw materials primarily consist of post-consumer recycled paper, which means it’s made from waste paper that has been collected, processed, and transformed into new products. This eco-conscious approach not only reduces the demand for virgin fibres but can also lower the environmental impact associated with deforestation and pollution. By using recycled materials, Naked Spout claims contribution to a circular economy, ensuring that valuable resources are reused and kept out of landfills. This makes their toilet paper a sustainable choice for consumers who care about the planet.
Naked Sprouts unique selling point is that their tissue products are unbleached and devoid of harsh chemicals and plastic, saving on added raw materials in the production process. In contrast, many toilet rolls available today are made from fossil fuels and typically bleached.
Packaging:
Naked Sprout takes a different approach to packaging compared to Who Gives A Crap. Instead of individual paper wrapping, Naked Sprout's toilet paper rolls are packaged in a cardboard box made from recycled materials and can be easily recycled or composted after use, aligning with Naked Sprout's commitment to reducing waste and their environmental impact.
While Who Gives A Crap's individual wrapping may provide some benefits in terms of hygiene and moisture protection, Naked Sprout's approach prioritises reducing packaging waste and material usage, as nifty packaging from other brands likely contains chemicals and ink. Both brands offer sustainable toilet paper options, but their packaging choices reflect different strategies for minimising environmental footprint.
Also, Naked Sprout appear to be the only brand that doesn’t use unrecyclable tape to seal their boxes.
Naked Sprout Lifecycle Assessment
Naked Sprouts, comprehensive lifecycle assessment (LCA) demonstrate the brand's unwavering commitment to environmental sustainability, positioning Naked Sprouts as a frontrunner in the quest for greener personal care products. They are the only brand to publish the entire LCA report online, making them one of the the most transparent brands.
The LCA, conducted by a team of independent sustainability experts, examined the entire lifecycle of Naked Sprouts' toilet paper - from the sourcing of raw materials to the product's end-of-life disposal. The analysis revealed several key highlights that underscore the brand's environmental credentials.
Perhaps most impressively, the LCA demonstrated that Naked Sprouts' toilet paper has a ‘50% smaller climate footprint than other eco brands’. This substantial reduction in greenhouse gas emissions is a testament to the brand's dedication to mitigating its environmental impact at every stage of the product lifecycle.
These significant reductions are mainly due to their factory using renewable biomass rather than fossil fuels to power its furnaces, and renewable solar, wind, and hydro energy generated onsite for electricity. Their processes are so clean that the water they use in their factory can be returned to the river without any degradation in key environmental parameters, and their toilet rolls are certified PFAS and BPA free as well.
Their 2025 LCA shows an 88% emissions reduction in recycled‑material sourcing due to major supply‑chain upgrades. Manufacturing takes place in Spain in a renewable‑energy-powered factory using unbleached, chemical‑free recycled fibres.
Naked Sprout also offers a very nifty ‘green credentials’ page which compares themselves against the top brands mentioned in this article and others, they have gone to every effort to cover accreditations, supply chain, manufacturing, packaging and carbon footprint comparisons that will leave you fully umming and errring over which brand in this article to choose.
Serious Tissues
Price: 0.77p - 0.94p depending on subscription amounts (based on 45 or 135 rolls, 250 sheets, 2 ply), although they claim to the cheapest per roll at 70p - I cannot find this price on their website but they have put it on their ‘How do we compare’ section on their homepage.
Serious Tissues didn’t originally make this list but it appeared in my consumer survey and following investigations, it sources it’s recycled paper in the UK and manufactures in the UK too which is a huge bonus for reduction in transport emissions. Serious Tissues in 2024 claimed to be ‘The only totally sustainable loo roll made in the UK from 100% recycled materials,’ a statement which has since been replaced with ‘seriously sustainable toilet roll’. I have found this for each brand constantly adapting their messaging as their claims likely become dated due to competition.
However, Serious Tissues is holding up to it’s current claims making it a ‘seriously’ good choice for consumers who want a more sustainable brands of toilet paper.
Impact
In addition to their eco-conscious manufacturing practices, Serious Tissues actively supports social initiatives, donating a portion of their profits to organisations working towards reforestation and habitat restoration.
Serios Tissues is making a strategic investment in renewable infrastructure across the UK. This commitment stems from the cumulative impact of reducing carbon emissions by steering clear of fossil fuels each year. Moreover, such investments are crucial for the UK to achieve its Net Zero targets for 2035 and 2050. Additionally, they are channeling their efforts into innovative initiatives like kelp farms, which not only sequester carbon but also improve ocean acidity and enhance biodiversity.
Serious Tissues has planted over 1.2 million trees and now focuses on broader carbon‑capture efforts rather than one‑tree‑per‑roll models.
Raw Materials
Serious Tissues manufactures entirely in the UK, using 100% UK post‑consumer recycled paper such as newspapers, cereal boxes, and office paper. This keeps transport emissions low and avoids imported fibre. Their factory runs on 100% renewable energy and is carbon‑neutral certified.
Independent reviews confirm their toilet paper is now made at a facility in Lincolnshire.
Some products are unbleached; where whitening is used, it is hydrogen‑peroxide‑based (non‑chlorine).
Packaging:
Serious Tissues claims no use of plastic or unnecessary packaging. The packaging is also from recycled materials and can be re-recycled.
Lifecycle Assessment
Serious Tissues does not publish a product‑level LCA however the last company level LCA was carried out in 2021 with no public results.
In response to their results Serious Tissues in 2024 partnered with EcoCart to put the decision to offset emissions in the hands of consumers. This means at checkout you can choose to make a donation towards the cost of offsetting the transport emissions of your purchase, this has resulted in customers contributing to over 106,000 kg of carbon being offset (2024). This is quite different from Who Gives A Crap and Naked Sprout who are not placing this burden onto the consumer. This is neither a good nor bad approach, as quite frankly it is of course both the buyer and the producers responsibility to act more sustainably, as long as the producer is making every effort to reduce their own emissions.
Conclusion:
As a communications expert, it’s clear that Who Gives A Crap takes the lead, However, when it comes to sustainability, all three brands are excellent options, so you can feel great about your choice to buy from them. Their quality and pricing are competitive with supermarket brands, which often provide fewer sheets per roll.
If you haven’t yet shifted your toilet roll purchasing to one of these brands, I suggest starting now and taking up their subscribe and save options here:
Who Gives A Crap, Choose Recycled 3 Ply Toilet Paper (This link will give you 15% off through my refer a friend link)
Naked Sprout Recycled 2 Ply Toilet Roll
Serious Tissues- Seriously Sustainable, UK-made, Recycled Toilet Roll
Whilst this article pulls claims from the brands websites, the companies are evolving very quickly in line with their sustainability agendas and therefore figures such as offsets, emissions, prices and donations are constantly changing, I will return to this article quarterly to update the figures and add any brands that I feel offer better credentials.
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References:
1. Dias et al. (2024)
Environmental Sustainability Assessment of Tissue Paper Production
Published in: Sustainability (MDPI)
Type: Peer‑reviewed LCA
Why used: Demonstrates that mill energy is the key hotspot in tissue production; bioenergy reduces impacts by up to ~20%.
🔗 Direct link to full article:
https://www.mdpi.com/2071-1050/16/21/9419
[europe.republic.com]
2. Wang et al. (2023)
Removal of Toilet Paper Fibers from Residential Wastewater: A Life Cycle Assessment
Published in: Environmental Science and Pollution Research (Springer)
Type: Peer‑reviewed LCA
Why used: Shows how toilet‑paper fibres affect wastewater treatment impacts; optimized fibre removal reduces environmental burdens by ~9.46%.
🔗 Direct PDF link:
https://link.springer.com/content/pdf/10.1007/s11356-023-28291-5.pdf
[tinyeco.com]
3. NC State University (2024)
Global Debate on LCA Allocation Methods for Recycled Fibers
Hosted by: Sustainable and Alternative Fibers Initiative (SAFI), North Carolina State University
Type: Academic methodological review
Why used: Explains the presence of 14+ allocation methods in recycled‑fibre LCAs, clarifying variation in reported results.
🔗 Direct link to academic resource:
https://research.cnr.ncsu.edu/safi/global-iscussion-on-lca-allocation-methods-for-recycled-fibers/
[upgradedreviews.com]
4. Conservation Science Reporting (2024)
Toilet paper: Environmentally impactful, but alternatives are rolling out
Publisher: Mongabay — Conservation news based on environmental science reporting
Type: Science‑based reporting (not peer‑reviewed, but draws from expert/academic sources)
Why used: Supports context around the ecosystem impacts of virgin pulp, including biodiversity and old‑growth forest concerns.
🔗 Direct link to article:
https://news.mongabay.com/2024/03/toilet-paper-environmentally-impactful-but-alternatives-are-rolling-out/
[theccc.org.uk]
🔍 Notes on source type distinctions
Sources 1 & 2 = fully peer‑reviewed academic LCAs
Source 3 = academic methodological analysis hosted by NC State University
Source 4 = science reporting used for ecological background only
Brand LCAs (e.g., Naked Paper 2025) are industry LCAs and therefore not included here
older resources: Gemechu, E.D., Butnar, I., Gomà-Camps, J., Pons, A. and Castells, F., 2013. A comparison of the GHG emissions caused by manufacturing tissue paper from virgin pulp or recycled waste paper. The International Journal of Life Cycle Assessment, 18, pp.1618-1628.
Simamora, J., Wiloso, E.I. and Yani, M., 2023. Life cycle assessment of paper products based on recycled and virgin fiber. Global Journal of Environmental Science and Management, 9(Special Issue (Eco-Friendly Sustainable Management)), pp.89-106.