Top Toilet Paper Brands for Ultimate Comfort and Sustainability

The pursuit of the perfect toilet paper can often be an overlooked yet essential aspect of maintaining household comfort and convenience. With an array of brands claiming to offer superior softness, strength, and sustainability, selecting the ideal option can become a daunting task. It's important to consider factors such as ply, texture, and environmental impact when choosing the right toilet paper for your needs. To assist in this quest, we've compiled a comprehensive list of the best brands renowned for their quality and reliability. Discover which brands deserve a spot in your bathroom below.

Illustration of toilet paper

Best brands of toilet paper in 2025

Charmin

Charmin, owned by Procter & Gamble, is a leading brand in the toilet paper market, known for its high-quality and innovative products. Charmin Ultra Soft, the brand's highest-selling product, offers soft, long-lasting, and absorbent toilet paper that is clog-safe and septic-safe. The brand has a significant market presence, with Procter & Gamble, Kimberly-Clark, and Essity AB collectively commanding around 60% of the market share in 2022. Charmin's innovative marketing strategies, such as the Charmin Van-Go on-demand mobile bathroom service, have significantly boosted its brand recall and social impressions. By 2018, Charmin became certified by the Forest Stewardship Council and the Rainforest Alliance, highlighting its commitment to sustainability.

Cottonelle

As a brand under Kimberly-Clark, Cottonelle is a leading producer of high-quality toilet paper, renowned for its strong and absorbent products. The Cottonelle Ultra Clean Toilet Paper boasts a unique CleaningRipples(tm) texture, offering a product that is 3X thicker and stronger than the leading value brand, crafted from 100% plant-based fibers sourced from responsibly managed forests. In 2022, Kimberly-Clark's brands, Cottonelle included, captured about 24% of the $4.2 billion U.S. bathroom tissue market, with Cottonelle playing a significant role in this share. Cottonelle products are designed to be septic-safe, sewer-safe, and FSC-certified, demonstrating their commitment to environmental responsibility. The brand's dedication to innovation and understanding consumer preferences has cemented its standing in the global toilet paper market.

Quilted Northern

Quilted Northern is a leading brand in the toilet paper market, known for its premium comfort and sustainable practices. The brand's Ultra Soft & Strong® toilet paper is designed with environmental mindfulness, having planted over 7 million trees since 2020 through its partnership with the Arbor Day Foundation. Quilted Northern Ultra Plush® offers 3 cushiony layers, making it 3x thicker and 3x more absorbent than leading value brands. The brand also uses responsibly sourced trees from well-managed FSC® certified forests and other responsible sources. Additionally, Quilted Northern has introduced recyclable paper packaging for its bestselling products, aligning with growing consumer preferences for sustainability. For more information, visit their official website.

Scott

The Scott brand, now part of Kimberly-Clark, is renowned for its high-quality toilet paper products, having been the first to market toilet paper on a roll in 1879. Known for brands like Scott Tissue, Cottonelle, and Scottex, Scott Paper Company enjoyed significant success throughout the 20th century, with consolidated sales totaling approximately $3.6 billion in 1994. The company's innovative advertising strategies and extensive global operations in 22 countries contributed to its market dominance. After its merger with Kimberly-Clark in 1995, the Scott brand continued to thrive, benefiting from Kimberly-Clark's strong distribution networks and brand loyalty. Today, Scott products remain a staple in many households, particularly in North America and Europe. For more information about their toilet paper products, you can visit their official website.

Angel Soft

Angel Soft, owned by Georgia-Pacific LLC, is the largest toilet paper brand in the U.S., generating an impressive annual revenue of $1.22 billion. Introduced in 1986, the brand quickly captured 6% of the bath tissue market within two years, leveraging extensive advertising to establish its presence. Despite facing market declines, a strategic $300 million investment in new converting lines in 2018 enabled the brand to regain market share by enhancing softness and thickness without increasing prices. By 2022, this approach led to remarkable growth in sales, market share, and earnings, firmly placing the product in nearly 30 million U.S. households. Angel Soft continues to innovate, with a recent packaging redesign featuring a charming animated baby character, further bolstering its growth trajectory.

Seventh Generation

Seventh Generation is a leading brand in environmentally friendly toilet paper, offering 100% recycled bathroom tissue that is soft, strong, and FSC certified. Their products are made from post-consumer recycled materials, with a significant percentage of recycled content, and are free from chlorine-based whitening agents. The brand is highly rated by the NRDC with a grade of A and is known for its commitment to sustainability and social responsibility, including supporting Indigenous-led organizations through the Seventh Generation Fund. Seventh Generation's eco-friendly toilet paper is available in various pack sizes, such as 4, 12, and 24 rolls, and is fragrance-free. This brand is recognized for its environmental stewardship and consumer trust.

Presto!

Presto toilet paper, an Amazon brand, is noted for its balance between quality and price, offering thick and soft sheets, although it may clog toilets easily. It is a convenient option for home delivery and is comparable to other popular brands. Despite not being as soft as some other brands, it remains a decent choice due to its comfortable and absorbent nature. However, Presto has received criticism for its environmental impact, as it is made from virgin wood fibers, earning it an "F" grade from Environment America. The global toilet paper market, which includes brands like Presto!, is projected to grow by 5.68% from 2024 to 2029. For more insights, explore the customer insights on Presto toilet paper.

Bamboo

Bamboo toilet paper, produced by brands like The Cheeky Panda and Bim Bam Boo, is gaining significant traction due to its eco-friendly and sustainable nature. The market for bamboo toilet paper is expected to register a substantial growth rate of 16.2% to 16.4% CAGR from 2023 to 2030. This growth is driven by increasing demand for biodegradable materials and rising environmental concerns. Bamboo toilet paper is derived from fast-growing bamboo plants, making it a more sustainable alternative to conventional tree-based paper. The Asia-Pacific region is identified as the fastest-growing market for this product. For detailed insights, you can explore the market analysis report on USD Analytics.

Tushy

Tushy has emerged as a leading brand in the bathroom essentials market, particularly notable for its significant growth during the COVID-19 pandemic. In March 2020, Tushy experienced a staggering 2,173 percent year-over-year sales growth due to toilet paper shortages, with bidet sales accounting for 71 percent of their monthly sales in 2020. The company's sales surged, with a six-fold increase in customer counts and weekly sales rising more than thirty-fold at its peak. Tushy's bidets have helped clean approximately two million butts and saved roughly two million trees, highlighting their environmental benefits. The brand's partnership with Samagra has also facilitated access to clean toilets for 60,000 families in India. For more information, you can visit their official website.

Who Gives a Crap

Who Gives A Crap is a pioneering direct-to-consumer toilet paper brand that has garnered significant success since its launch in 2012, achieving PS38.7 million in revenue in 2023. The brand is renowned for donating 50% of its profits to charity partners focused on clean water, sanitation, and hygiene, having donated over $10.8 million to date. Known for its creative and humorous marketing, Who Gives A Crap has built a loyal following through its commitment to social and environmental causes. The company uses recycled materials and sustainable bamboo, and its products are shipped carbon neutral and plastic-free. With a global presence in the US, UK, Europe, and Canada, Who Gives A Crap has made a substantial impact, providing access to toilets for over 400 million people.