We’re all trying to make better choices for our bodies and the planet. But the word “natural” gets thrown around more casually than toilet paper rolls during a pandemic panic buy.
There aren’t any standardised regulations for what makes toilet paper “natural.” Companies can slap the term on almost anything — not very helpful when you’re trying to shop responsibly.
Let’s cut through all the greenwashing nonsense, shall we? We’ll decode what those “natural” claims mean, call out certifications that matter, and help you find genuinely sustainable choices. No fluff, just facts, is what your bum and bathroom deserve.
Behind the labels: What is ‘natural’ toilet paper?
When companies label their toilet paper as “natural,” they essentially play by their own rules.
This bathroom tissue confusion is frustratingly fuzzy. One company might use it to mean ‘tree-free’, while another considers minimal processing their eco selling point.
So, what makes a toilet paper roll sustainable? It comes down to one of these three sources:
Bamboo is the overachiever of the plant world. Known as the fastest growing flora, it also doesn’t need replanting after harvest.
Recycled paper breathes new life into materials that might otherwise clog landfills. Because it requires fewer resources to produce, our experts determined recycled TP has a 22% lower carbon footprint than traditional rolls.
Responsibly harvested wood comes from properly managed forests where foresters replant trees and protect wildlife habitats. Look for the FSC® logo — the stamp of approval that no one has decimated forests for your toilet roll.
Why does all this source business matter? Because global demand for toilet paper wipes out millions of trees daily, a hefty price for something used for mere seconds.
How does the manufacturing and processing of TP qualify as natural?
It’s not just what goes into your toilet paper — it’s how companies make it that matters.
Many manufacturers use chlorine bleach to achieve pristine white rolls, but this process creates dioxins and furans. You don’t want these nasty chemicals hanging around in the environment and causing all sorts of health problems.
Toilet paper with natural processing looks quite different. Responsible companies use chlorine-free bleaching with oxygen, ozone or hydrogen peroxide instead.
Pro tip: Look for PCF or TCF designations on packaging to determine if the manufacturer has skipped the harmful chemicals.
Genuinely natural TP also skips fragrances and lotions, which often contain synthetic chemicals that irritate sensitive skin and pollute waterways. The best options prioritise minimal processing that consumes less water and energy, and come with biodegradable properties that won’t outlive your grandchildren in a landfill.
Third-party certifications are your best friends. When a product boasts credentials like FSC® certification, you know the company deploys responsible forest management practices. Another credible label is B Corp™ status, which verifies social and environmental performance using a scoring system that requires an overall score of 80 or higher.
Greenwashing and the world of ‘eco’ claims
When companies make their products appear far more environmentally friendly than they are, your well-intentioned shopping choices — and the planet — pay the price.
Welcome to the world of greenwashing: an unethical practice with a lot of environmental consequences.
You’ve seen it everywhere — packaging with leafy logos and terms like “eco-friendly,” “green,” or “tree-free.” All very wholesome sounding to the uninformed consumer.
Well, you'd better sit down for this one. In 2024, independent testing by Which? revealed that certain brands marketing their rolls as “100% bamboo” toilet paper actually contained as little as 2.7% bamboo fibres.
Many brands employ these tactics — from vague “eco-innovations” (that are really just standard practices) to earthy packaging with a hefty price markup. The best way to protect yourself, your home’s carbon footprint, and Mother Earth is to identify greenwashing before you hit the checkout button.
How to recognise false advertising
Watch out for greenwashing and other false advertising claims with the following tips.
Be wary of vague terms without specific explanations or certifications. If a company can’t tell you exactly how its product is sustainable, it probably isn’t.
Check for percentages. “Made with bamboo” could mean 5% bamboo and 95% virgin wood pulp. Instead, look for “100% recycled” or 100% bamboo” varieties backed by credible organisations.
Don’t forget to check the fine print. Companies might highlight “recycled packaging,” while the actual toilet paper comes straight from forests.
If the environmental claims dominate the front of the package but additional information is intentionally obscured elsewhere in tiny print, that’s a red flag to investigate further.
Sensitive skin deserves rolls without irritants
Notice how the whitest, fluffiest and most scented toilet papers appear the most extravagant and high-quality? These often contain the most chemicals and the largest carbon footprints.
The chlorine bleach used to achieve a bright white look can irritate the skin, potentially increasing the risk of infection. Some manufacturers also add formaldehyde to strengthen wet paper and petroleum-based fragrances that disrupt your body’s natural balance.
Your tush is one of the most sensitive areas of the body and deserves better than a chemical cocktail. That’s why dermatologists and gynaecologists recommend unscented, dye-free options that won’t disrupt microbiomes.
The good news? Truly natural toilet paper — such as bamboo or properly processed recycled paper — is gentler by default, keeping your sensitive areas happy and free from irritation.
Choosing toilet paper companies with ethical practices
If you’ve made it this far, you’re probably wondering about the companies that walk the walk when it comes to natural toilet paper.
Spoiler alert: we’re one of them.
At Who Gives A Crap, we’re a bit cheeky about toilet paper, but serious about our impact. While traditional TP sends about a million trees down the drain daily, we’re firmly committed to forest-friendly alternatives.
Our rolls come in two FSC® certified varieties: 100% post-consumer recycled fibres or 100% bamboo toilet paper. Plus, our packaging is fully recyclable, while our shipping is carbon neutral.
We’re also proudly B Corp™ certified, meaning we meet the highest standards for social and environmental impact. Our business model allows us to donate 50% of our profits to organisations that build toilets for those in need. So far, we’ve raised over USD 12.5 million — that’s a lot of loos.
Conclusion — Clearing up the natural TP confusion
Navigating the world of “natural” toilet paper doesn’t have to be a pain in the bum. When you know what to look for, it’s easy to spot the products that benefit you and the planet.
Sustainable toilet paper comes from bamboo, recycled paper, or possibly harvested wood. There should be no chemicals that irritate the skin. And most importantly, it backs up claims with legitimate certifications such as FSC®, PCF/TCF, and B Corp™.
By choosing to support companies that are ethical and transparent, you help promote a more sustainable future with each flush.
Next time nature calls, make sure our rolls are by your side. Shop our bathroom collections to treat your tush just right without doing the environment dirty.