Choosing the right toilet paper for your family can be perplexing, especially with so many brands on the market.

Every leading brand promises comfort, quality, and value—but how do they really compare, especially when it comes to things people don’t give enough thought to, like environmental impact?

Let’s explore which choice will create a brighter future for you, the planet, and generations to come.

How we compare toilet paper from leading brands

Comparing Who Gives A Crap to leading brands of toilet paper is more of an apples-to-oranges comparison (or bamboo-to-wood, if we’re speaking literally).

When we compare different manufacturers, we must consider multiple factors, including price, type of paper, the number of plys, consider average reviews, sustainability ratings, social or environmental impact, and more.

We reference the toilet paper company sustainability ratings provided by the Natural Resources Defense Council’s (NRDC) evaluation of the best and worst toilet paper brands.

Leading brands are popular for a reason, and excel in a few categories. However, eco-friendly options shine in ways the most popular brands fall short.

Charmin vs Who Gives A Crap

Charmin toilet paper is a leading competitor in the industry, recognizable for its bear mascots and presence in every supermarket aisle. But heading into the Charmin den isn’t as gentle as it makes it out to be.

Paper made from virgin pulp generates 66% more greenhouse gas emissions, and charmin exclusively uses virgin pulp in its products—contributing significantly to deforestation and environmental degradation. 

The average customer reviews for Charmin Ultra and it’s other products on Amazon and other shopping websites are generally positive. However, some of the recent scrutiny from their customers talks about how difficult it is to get the perfect tear. 

Others are noting how the new rolls aren’t as large. A handful of buyers are reporting dust on the paper that clings to skin. Additionally, several reviewers complain about a “linting” or “pilling” effect that happens with use, where it leaves behind toilet paper during use.

Thankfully, Who Gives A Crap doesn’t have the same criticisms.

Cottonelle vs Who Gives A Crap

Cottonelle is a popular toilet paper brand known for its premium quality and comfort. Their product range includes Ultra ComfortCare to GentleCare—which feature unique ripples for enhanced cleaning and a softer texture.

Unlike the former, Cottonelle is partially sourced from the Canadian boreal forest, which stores more carbon than any other terrestrial ecosystem.

A recent announcement from Kimberly-Clark Corporation (Cottonelle’s producer) states that they aim to rid their entire product line of natural forest fiber, and expect to be halfway to their goal by 2030. Which begs the question—is this pace fast enough, or is this more for a public relations stunt?

Since Who Gives A Crap offers bamboo or recycled toilet paper, it means no trees are cut down in the process. The leading brands have some catching up to do. 

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 easy to see how it sneaks into carts during quick grocery runs.

However, you might get what you pay for. Many customers describe Kirkland's toilet paper as scratchy and uncomfortable. With only a 2-ply option, there's no fix for those craving a softer touch. Others report linting that’s making them consider switching brands. 

Who Gives A Crap offers both 2-ply and 3-ply options that blend comfort with eco-friendliness. Our bamboo 3-ply is crafted to be soft, and our recycled 2-ply strikes the perfect balance between sustainability and comfort (with very few reports of it being scratchy).

Quilted Northern vs Who Gives A Crap

Quilted Northern is famous for its plush softness, making it a top choice for those princesses and the peas out there. The Quilted Northern Ultra Plush line even comes with 3 quilted layers.

Despite Quilted Northern saying they are septic safe, multiple consumers have lost confidence in the ability of the toilet paper to breakdown in their septic systems. The more plush and "luxurious" the paper is, the harder time it has to flush and break down. 

Bamboo, on the other hand, which Who Gives A Crap offers, breaks down easier than traditional toilet paper. Plus, it'll save you money in the long run when you don't have to call a 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. Although it should have been 102—it still comes wrapped in plastic.

So, how do you compare two recycled toilet paper brands? Here's the simple truth: Who Gives A Crap goes above and beyond for the environment.

Outside of offering 100% recycled toilet paper, this option comes with carbon-neutral shipping. Who Gives A Crap also uses recycled paper for packaging and shipping. What’s more? This company donates 50% of profits to charity to improve sanitations worldwide.

Which toilet paper company does the most good?

The manufacturing and business practices of leading brands support deforestation, wildlife habitat destruction, and the displacement of indigenous communities. However, Who Gives A Crap stands against deforestation by using bamboo and recycled paper.

The NRDC sustainability score speaks for itself—Who Gives A Crap earns an A while the rest of the leading brands flunk with an F. It seems hard to get an F, but here's another reason for those failing scores: transparency, or the lack thereof. 

Leading brands make it nearly impossible to find out where their profits are going, leaving you wondering if they're doing anything sustainable at all. They make grand promises for the future while we're taking action now.

On the other hand, Who Gives A Crap donates 50% of profits to ensure everyone has access to a toilet within our lifetime. While entirely eliminating our carbon footprint is tough, they've worked tirelessly to achieve carbon-neutral shipping.

So, Who Gives A Crap wins by a long, carbon-neutral mile (or kilometer).

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

Who Gives A Crap is leading the race for being environmentally friendly by a landslide compared to the leading brands. While Kroger offers recycled toilet paper, they still wrap it in plastic.

Say goodbye to last-minute grocery store runs with discounted mail-order toilet paper subscriptions. Your toilet paper will arrive at your door right when you need it. 

Additionally, Who Gives A Crap strikes the perfect balance between softness and strength without any issues relating to dust, linting, or tearing. The 4.9 out of 5-star rating from customer reviews says the most about quality—beating every leading brand’s website reviews.

Last but not least—the rolls are wrapped in colorful and fun eco-friendly paper instead of plastic that winds up in the landfill. Who knew toilet paper could have this much shelf appeal?

It’s simple: Who Gives A Crap looks good, feels good, and does good.

Conclusion: Who Gives A Crap for the win!

When it comes to the leading brands, they’re all fan favorites for their reasons. But when you start digging deeper, finding reasons to upgrade your bathroom paper choice is easy.

Charmin relies on virgin pulp, and users report unwanted linting. Cottonelle sources partly from the boreal forest but still uses virgin tree wood pulp. Kirkland Signature's affordable bulk is riddled with complaints of scratchiness and limited ply. Quilted Northern's plushness has a bad history with septic issues. Kroger Simple Truth champions recycled paper but package it in plastic. 

On the other hand, Who Gives A Crap checks all the right boxes when it comes to comfort, durability, and environmental friendliness. This company prioritizes sustainability with bamboo and recycled options, strikes the right balance between strength and softness with premium 3-ply choices, and doesn’t interfere with septic systems.

Who Gives A Crap also earns an A for sustainability from the NRDC, contrasting sharply with every leading brand (they all have failing scores). By choosing this brand, you're backing eco-friendly choices like bamboo and recycled paper, carbon-neutral shipping, and transparent charitable donations.

Switch to Who Gives A Crap toilet paper today and do better for the planet and yourself.