Okay, so we’re a bit biased. But when choosing the right toilet paper from the countless brands on the market, we’re happy to compare our rolls to those of our competitors. 

Every leading brand promises comfort, quality and value — but what about their environmental impact? Let’s compare squares.

How we compare toilet paper from leading brands

Not to toot our horns, but when comparing Who Gives A Crap to leading brands of toilet paper, we’re proud of how our rolls stack up. 

When we compare different manufacturers’ rolls to our own, we break it down by a number of factors. This includes price, type of paper, ply count, customer reviews, social and environmental impact and sustainability ratings (as determined by the Natural Resources Defense Council’s evaluation of the best and worst toilet paper brands).

Let’s take a closer look at some of the leading brands.

Charmin vs Who Gives A Crap

Charmin toilet paper: the brand that made bear butts everyone’s business.

Charmin exclusively uses virgin pulp in its products. Virgin pulp generates 66% more greenhouse gas emissions, meaning Charmin contributes significantly to deforestation and environmental degradation. 

The average customer reviews for Charmin Ultra and its other products across online shopping platforms are generally positive, though recent reviews have been ripping into them about how hard it is to get the perfect tear. 

Some have noted that rolls are getting smaller. Others have reported issues with paper dust clinging to skin, or linting and pilling that leaves residue… behind.

Cottonelle vs Who Gives A Crap

Cottonelle is a popular toilet paper brand that touts premium quality and comfort. Their product range includes Ultra ComfortCare to GentleCare, tricked out with ripples for “enhanced cleaning.”

Cottonelle toilet rolls are partially sourced from the Canadian boreal forest, which stores more carbon than any other terrestrial ecosystem on the planet.

A recent announcement from Kimberly-Clark Corporation (Cottonelle’s producer) states that they aim to rid their entire product line of natural forest fibre and expect to be halfway to their goal by 2030. 

Since Who Gives A Crap offers bamboo and recycled toilet paper, we leave virgin trees right where they ought to be. We’re glad to see other leading brands making steps in the right direction — we’d just love to see them pick up the pace. 

Kirkland Signature vs Who Gives A Crap

Kirkland Signature toilet paper, Costco's in-house brand, is a go-to for families thanks to its affordability and bulk availability. At just $23.49 for a pack of 30 rolls, it’s big on rolls and low on price, but is it delivering where it counts?

Many reviews describe Kirkland's toilet paper as scratchy and uncomfortable. With only a 2 ply option, there's no fix for those craving a sturdier touch. Others report linting that’s making them consider switching brands. 

Our comfy 3 ply rolls are soft, strong and super long. Our bamboo 3 ply is crafted to be extra cushy, while our eco-friendliest recycled 3 ply strikes the perfect balance between sustainability and comfort.

Quilted Northern vs Who Gives A Crap

Quilted Northern markets its rolls super soft, with the brand’s Quilted Northern Ultra Plush boasting 3 quilted layers.

Yet despite Quilted Northern's claims that they are septic safe, multiple consumers have lost confidence in the ability of some toilet paper to break down in their septic systems. 

Bamboo toilet paper breaks down easier than traditional toilet paper — and both our bamboo and recycled rolls play safe with most septic systems. Plus, our toilet paper helps reduce deforestation (and those awkward calls to the plumber).

Kroger Simple Truth vs Who Gives A Crap

Simple Truth® (Kroger's brand) prides itself on using 100% recycled content and steering clear of over 101 unwanted ingredients, including dyes, fragrances and chlorine. Unfortunately, their rolls still come wrapped in plastic — maybe it’s time to bump that list to 102?

Wondering how we measure up to other recycled rolls? The short answer: we’re not sweating it. 

Our 100% recycled toilet rolls are plastic free, packaged and shipped with recycled paper and delivered to your door with carbon-neutral shipping. Who Gives A Crap also donates 50% of profits to charity to improve clean water and sanitation worldwide.

Which toilet paper company does the most good?

The manufacturing and business practices of the leading toilet paper brands are fueling deforestation and harming ecosystems. Even Kroger’s recycled toilet paper still comes wrapped in plastic. With Who Gives A Crap’s bamboo and recycled paper rolls, you can wipe without worrying about wiping out forests. 

Who Gives A Crap’s 100% recycled toilet paper earns an A from NRDC’s sustainability scorecard. The big cheeses? They all failed, with a capital F. The main reason for those failing grades? A serious transparency problem. 

Leading brands keep you guessing about where their profits go, while Who Gives A Crap donates 50% of profits to ensure everyone has access to a toilet within our lifetime. Entirely eliminating our carbon footprint isn’t easy, but we’re working constantly to improve our sustainability efforts across our company.

What are the benefits of choosing Who Gives A Crap over leading brands?

Let’s start with delivery. Say goodbye to last-minute grocery store runs with discounted mail-order toilet paper subscriptions. Get toilet paper delivered directly to your door, and never get caught with your pants down.

Plus, our rolls strike the perfect balance between softness and strength without the dust, linting, or tearing troubles. Thousands of 5-star reviews speak for themselves — with our customer average beating every leading brand’s website reviews.

Did we mention how good they look in your bathroom? We keep plastic wrap out of landfills by wrapping our rolls in recycled paper, with colourful designs that add pop to your potty. 

Who Gives A Crap looks good, feels good and does good.

Conclusion: Who Gives A Crap for the win!

Sure, the leading brands have their fans — but square for square, we like how we stack up.

Charmin relies on virgin pulp, and users report unwanted linting. Cottonelle sources virgin tree wood pulp from the boreal forest. Kirkland Signature's bulk buy may save money, but scratchy texture and limited ply won’t save your backside. Quilted Northern's plushness comes at a cost — your septic system. Kroger Simple Truth wraps its rolls in plastic. 

Who Gives A Crap ticks every box for strength, softness and sustainability. Our 3 ply rolls are made from sustainable materials like bamboo and recycled paper, and they play well with most septic tanks. 

Who Gives A Crap scores an A in sustainability from the NRDC, head and shoulders above the other leading brands. When you choose us, you’re supporting a company committed to sustainable solutions — one that has donated millions of dollars to clean water and sanitation organisations around the world.

Switch to the brand that’s good for the planet and good for your bum.