Top Picks for Premium Toilet Tissue Brands

Choosing the right toilet tissue brand can significantly enhance your daily comfort and hygiene, making it an essential household decision. With a myriad of options available, factors such as softness, strength, and value for money are crucial to consider. Brands are continually innovating to provide eco-friendly and sustainable options, ensuring that both customer needs and environmental concerns are addressed. To discover some of the top brands that consistently meet these criteria, check out the comprehensive list below.

Illustration of toilet tissue

Best brands of toilet tissue in 2025

Charmin

Charmin, owned by Procter & Gamble, is one of the leading toilet tissue brands globally, particularly dominant in North America. The brand, created in 1928, is known for its high-quality products such as Charmin Ultra Soft and Charmin Ultra Strong, with Charmin Ultra Soft generating $1.09 billion in annual revenue. Charmin holds a significant market share, with Charmin Ultra Soft ranking as the third highest-selling toilet tissue brand in the U.S. with a 12.8% sales share in 2017. The brand is certified by the Forest Stewardship Council and the Rainforest Alliance, reflecting its commitment to sustainability. Charmin's products are clog-safe, septic-safe, and Roto-Rooter plumber approved, ensuring consumer satisfaction and environmental responsibility.

Cottonelle

Cottonelle, a brand under Kimberly-Clark, is a leading producer of toilet tissue, accounting for a significant portion of the U.S. bathroom tissue market. In dollar terms, Kimberly-Clark's brands, including Cottonelle, hold 24% of the $4.2 billion U.S. bathroom tissue market, with Cottonelle alone accounting for half of this total. The Cottonelle Ultra Clean Toilet Paper is notable for its unique CleaningRipples(tm) texture, making it 3X thicker and stronger than the leading value brand, and it is made from 100% plant-based fibers sourced from responsibly managed forests. This product has been recognized for its quality, such as being listed in Forbes FYI as one of "The 100 Things Worth Every Penny". Cottonelle's strong market presence is supported by extensive advertising, promotion, and consumer marketing efforts.

Quilted Northern

Quilted Northern is a leading brand in the toilet tissue market, known for its premium comfort and sustainable practices. The brand has innovated by launching recyclable paper packaging, expected to eliminate approximately 500,000 pounds of plastic waste each year. Quilted Northern's Ultra Soft & Strong line, for instance, is designed with environmental considerations, including a partnership with the Arbor Day Foundation to plant 2 trees for every 1 used, resulting in over 7 million trees planted since 2020. The brand's products, such as the Ultra Plush line, offer 3 layers of premium comfort, catering to consumers seeking luxurious bath tissue. Quilted Northern's commitment to sustainability and quality has made it a preferred choice in the North American market. For more details, visit their official website.

Angel Soft

Angel Soft, a brand by Georgia-Pacific, is a leading producer of toilet tissue, renowned for its balance of softness and strength. Introduced in 1986, it swiftly captured 6% of all bath tissue sales in under two years and achieved a remarkable milestone as the first GP brand to reach $1 billion in annual retail sales by 2008. Despite facing a decline, a strategic $300 million investment in new converting lines in 2018 revitalized the brand, allowing it to regain market share with enhanced products, all while maintaining price stability. This approach has resulted in increased sales, market share, and consumer satisfaction, with the brand now present in nearly 30 million U.S. households. The brand's recent marketing initiatives, including the innovative introduction of an animated baby character, have further propelled its volume share, buy rate, and household penetration. For more on their offerings, visit the Angel Soft website.

Scott

The Scott brand, now a part of Kimberly-Clark, is a renowned producer of toilet tissue, having been the first to market toilet paper on a roll in 1879. Founded by brothers E. Irvin and Clarence Scott, the company expanded its product line to include paper towels in 1907 and paper tissues in the 1930s. Scott Paper Company was acquired by Kimberly-Clark in 1995, and its brands such as Scott Tissue and Cottonelle continue to hold significant market share. In the global toilet paper market, major brands like Scott, under Kimberly-Clark, collectively command around 60% of the market share, highlighting their dominance.

Seventh Generation

Seventh Generation is a prominent brand in the toilet tissue market, known for its commitment to sustainability and eco-friendly products. It offers a range of toilet papers made from 100% recycled paper and bamboo, appealing to consumers who prioritize environmental sustainability. In recent years, the demand for such eco-friendly products has surged, driven by increasing consumer awareness of environmental issues. Seventh Generation's products are widely available through both online and offline channels, including major retailers and its own website. The brand's focus on sustainability aligns with the growing trend of consumers opting for environmentally responsible products.

Presto!

Presto, Amazon's private label brand, has emerged as a significant player in the toilet tissue market, particularly after its expansion in 2023. Presto's paper products, including toilet paper, have driven substantial sales growth, with an estimated $350,000 in average weekly sales. This brand competes directly with major CPG makers like Procter & Gamble and Kimberly-Clark, and its products have quickly become popular, ranking sixth in paper towels and toilet paper sales on Amazon. The global toilet paper market, projected to grow by 5.68% from 2024 to 2029, presents a favorable outlook for Presto's continued expansion. Presto's success is also fueled by the increasing demand for sustainable and premium products.

Softess

Softess, though not listed among the top brands, could be considered a quality producer in the toilet tissue market, which is expected to grow at a CAGR of 5.8% from 2024 to 2030, reaching nearly $48.26 billion by 2030. The global toilet tissue market, valued at $17.17 billion in 2023, is driven by increasing hygiene awareness and consumer preference for premium products. North America, particularly the U.S., dominates this market, with the average household using around 409 rolls of toilet paper per year. The demand for eco-friendly options is also on the rise due to concerns about deforestation. As consumers become more health-conscious, brands like Softess could benefit from this trend. For additional insights on the industry, consider visiting major toilet paper brands.

White Cloud

White Cloud is renowned as one of the top producers of toilet tissue, particularly noted for its 3-Ply Ultra Soft and Thick product, which was deemed a CR Best Buy by Consumer Reports in 2012. This product stood out for its exceptional softness, strength, and value, costing just 25 cents per 100 sheets. It outperformed other brands, including Quilted Northern Ultra Plush, by a significant margin. White Cloud's product was praised for its balance of softness and strength, making it a consumer favorite. Its affordability and quality have made it a leader in the toilet paper market.

Kirkland Signature

Kirkland Signature, Costco's private label, is a leading producer of toilet tissue, renowned for its high quality and cost-efficiency. The brand sells approximately one billion rolls of toilet paper annually, generating $500 million in sales each year, making it Costco's best-selling product. Kirkland Signature's success is attributed to its rigorous quality control, including tests for thickness, strength, and softness, ensuring customer satisfaction. This brand is part of the larger Kirkland Signature line, which is the largest consumer packaged brand in the world, with annual sales exceeding $52 billion. The brand's popularity helps drive store traffic and enhances the attractiveness of Costco membership. For more details, visit their Kirkland Signature bathroom tissue page.