Shopping for the best toilet rolls that don’t destroy Earth's most precious resources?
Multiple companies are selling eco-friendly toilet paper right here in the UK, and they’re committed to creating change that extends far beyond the bathroom.
Who Gives A Crap and Serious Tissues are two such sustainable toilet paper companies popular with the Brits. And may we say — you’ve got excellent taste.
From fibres and feeling to impact and cost, learn everything you need to take the plunge and decide which of these brands belongs in your loo.
A proper chinwag about Serious Tissues
Serious Tissues is a UK-based company offering recycled toilet rolls designed to make a difference. They also sell other sustainable household essentials, like laundry detergent and recycled kitchen rolls.
They’re focused on making a positive impact by planting trees and recovering plastic from our oceans. To date, Serious Tissues reports planting over one million trees.
Interestingly, Serious Tissues decided to scrap their one roll = one tree planted impact model earlier this year. According to their FAQ page, the company now focuses on broader carbon capture goals.
And now the tea on Who Gives A Crap
We’re the cheeky loo paper company that started in Australia and is now one of the UK’s largest non-supermarket TP brand. You’ve probably seen us at your local Tesco or in a mate’s bathroom — especially because our colourfully wrapped rolls are hard to miss.
We’re a certified B Corp™ selling premium, eco-friendly loo rolls — along with other sustainable household products like facial tissue, rubbish bags, and kitchen rolls. We make sure the fibres in our paper products are as easy on Mama Earth as they are on your bum.
But stopping deforestation is only one of our passions. We also donate 50% of profits to global water, sanitation and hygiene (WASH) projects.
The head-to-head showdown: Time to get serious
Let’s tear into the details and see which roll comes out on top.
The materials: What are Serious Tissues made from?
Serious Tissues toilet paper is made with 100% post-consumer recycled paper sourced from closed-loop UK collections. No new trees, imported waste or questionable supply chains.
Each roll is minimally processed and contains 250 sheets of 2 ply. The company’s subscription model is straightforward, but a bit inflexible. Customers can only choose between a 45 or 135 roll pack, and deliveries come in monthly increments.
What materials does Who Gives A Crap use in their rolls?
On the other hand, Who Gives A Crap offers two kinds of sustainable TP: strong 100% recycled rolls and plushy 100% bamboo rolls. Our online subscription model is completely customisable. You can easily set your own delivery frequency, swap products and even delay or move up your shipments based on your family’s needs.
Recycled toilet paper rolls pack a generous 400 sheets, while bamboo rolls come with 370 sheets. Both types of TP are 3-ply, FSC® certified and whitened with gentle solutions. Rolls come wrapped in recyclable paper that not only keeps your rolls hygienic and moisture free, but also adds a pop of style to your bathroom.
The difference: Both Serious Tissues and Who Gives A Crap loo rolls are made without plastic, fragrances, dyes and inks. However, only Who Gives A Crap gives you the freedom to choose between two sustainable materials and the flexibility to customise your subscription.
Who Gives A Crap TP also gets bonus points for coming in longer rolls and offering an extra layer of comfort.
How much quid does Serious Tissues cost compared to Who Gives A Crap?
A 45-pack of Serious Tissues toilet paper costs £42.50*. Their rolls have 250 sheets, which works out to be about 38p per 100 sheets or 0.94p per roll.
By comparison, Who Gives A Crap recycled rolls have 400 sheets and cost £44.00 for a 48 pack. This makes the price per 100 sheets only 0.23p or 0.92p per roll.
The difference: While both brands are gentle on the planet, Who Gives A Crap is undeniably gentler on your wallet.
*The pricing comparisons for both companies are accurate at the time of writing in July 2025.
The impact: Which is the most ethical toilet roll?
The best loo roll for you depends on the cause you care about most, so there are no wrong choices here.
Thanks to their focus on carbon capture and closed loop production processes, Serious Tissues is a champion of sustainability.
Who Gives A Crap brings the same level of ambition to the global sanitation crisis. We donate half of all profits to global impact partners and have raised over £9 million (and counting) for these initiatives. These projects don’t just improve hygiene — they also help protect the environment and save lives in vulnerable communities.
Which loo roll is right for you?
Let your priorities and values lead the way.
Choose Serious Tissues if…
You want to support a product made in the UK
You’re passionate about deforestation and plastic retrieval efforts
Your bum doesn’t mind a 2 ply roll
You don’t need budget friendly paper products or uber flexible subscription model
Choose Who Gives A Crap if…
You want the choice between 100% recycled and bamboo toilet paper
You're passionate about deforestation and tackling the global sanitation crisis
Your bum prefers ultra soft 3 ply
You love the idea of premium paper products fitting your budget and schedule
Conclusion – Supporting the issues that matter to you
Serious Tissues and Who Gives A Crap offer ethical bathroom essentials via business models that blend sustainability with meaningful impact.
Buying toilet rolls from either company is a fantastic step towards a more environmentally friendly household and a better world. Whether you’re supporting reforestation or funding clean water projects, you’ll be making a real difference.
However, when it comes time to put these rolls to the test, we think Who Gives A Crap has the edge. Your bum deserves the best — and with two sustainable options, longer rolls, a higher ply count and deliveries tailored to your timing, it’s no contest.
Shop the bathroom collection to see for yourself. With a money back guarantee, you have total peace of mind to wipe at will. (But we’d be gobsmacked if you didn’t come back for more.)