Naked Paper gets a perfect score from The GOOD Shopping Guide

Getting outside approval from trusted experts is really important for sustainable businesses, even when you're making products as simple as bleach free toilet paper.

It’s easy enough to talk a big talk on doing better and use words like “eco” and “environmentally friendly” on your packaging. But if you’re only ever marking your own homework it’s hard for others to assess exactly how much better you’re doing than the norm.

So we’re delighted that Naked Paper has been awarded Ethical Accreditation by The GOOD Shopping Guide, with a perfect score of 100 on their Ethical Toilet Paper Ratings Table. 

We’ve come in at the top of their ranking of the most ethical toilet paper brand on the market,  and we’re the first toilet paper to achieve both full marks and their coveted Ethical Innovator status.

So what exactly is The GOOD Shopping Guide, what does this score mean, and why are we so proud?

Who are The GOOD Shopping Guide?

The GOOD Shopping Guide is one of the UK’s most respected independent ethical research organisations. Since 2001, they’ve been digging deep into how companies behave, not just what they sell. 

As we’ve noted countless times on our blog, supporting better businesses can seem like a daunting project. Different companies approach sustainability in different ways, and sometimes green claims are made that don’t stand up to scrutiny. The GOOD shopping guide aims to cut through the greenwashing and give consumers an honest, research-backed look at how brands perform when it comes to environmental impact, animal welfare, and social responsibility.

Every brand they assess goes through an audit that includes reviewing company policies, public records, and sustainability reports. We’ve always believed transparency is the best policy and we really see the benefits of our approach when it comes to audits like this. In 2023 we started printing our climate footprint on our boxes, and since 2024 all of the evidence and documentation that supports our green claims has been published openly on our green credentials page. 

This means experts and researchers can easily access our evidence to see how we’re doing for themselves, and you can too. 

What our score means

Scoring 100 out of 100 means Naked Paper met (and exceeded) their standards across all three key areas: Environment, Animals, and People.

Environment

Our environmental work is the foundation of our business. From day one, Naked Paper has focused on making everyday essentials that are kinder to the planet without unnecessary additions, packaging, or waste. Our products are made using bamboo and recycled card, with no bleaching and no harmful chemicals.

Our factory is fossil fuel free, our packaging is plastic-free, and our products do not contain any PFAS or BPA. Every step of our process is designed to lower our impact and make the best use of the most renewable resources available.

Animals

We’ve always been 100% vegan and cruelty-free. The glue that binds our plys and seals our boxes is derived from pine-sap, and all of our ingredients meet REACH regulation standards so they’re non-toxic and neutral in their impact on the environment. 

The GOOD Shopping Guide confirmed we had no links to animal testing, animal-derived materials, or industries that harm animals, which helped secure our perfect score in this category.

People

If you stand by your products, you should stand by the people who make them. Fair treatment, fair pay, and safe working conditions are the foundation of how we operate. Everyone who makes Naked Paper earns at least a real living wage, 97% of the jobs at our factory are full-time, and 80% of the people who make our rolls have undertaken further training to grow their skills. 

The GOOD Shopping Guide found no negative records on things like political donations, supply chain ethics, or corporate misconduct. 

All together, it means Naked Paper passed each test with flying colours.

What it means to be an Ethical Innovator

Alongside our top rating, we were also awarded Ethical Innovator status. Ethical innovator status is awarded to those businesses that go beyond simply “doing less harm” and actively innovate to make things better. 

Changes we’ve made like developing a new abundant raw material for our recycled products (cardboard boxes!) and moving a big chunk of our transport to electrified rail are examples of how we’re always looking for ways to improve, not only on the industry standard but on our own. 

So we’re delighted to join companies like Riverford Organic and Ecotricity in the Ethical Innovator category, making everyday improvements that push the needle in the direction of change. 

Our ethical accreditations

With this new accreditation we can display the Ethical Accreditation mark, which customers can look out for as a sign of trust and accountability. It also means Naked Paper has been added to their Top 200 Ethical Businesses, joining a small community of brands recognised for genuinely leading the way in sustainable business.

The achievement joins a few other feathers in our cap.

We also hold the highest rating from Ethical Consumer magazine, the UK’s leading ethical advocate. Their detailed independent research put Naked Paper at the top of their eco toilet paper rankings, recognising our transparent sourcing, fossil-fuel-free production, and honest approach to doing business.

We’ve also recertified as a B Corp this year, which means we’re part of a global community of businesses seeking to balance profit with purpose. Our improved score of 148.1 puts us among the highest-ranking B Corps in the UK, in any industry. 

And, of course, earlier this year we were honoured with The King’s Award for Enterprise in Sustainable Development. This is the highest official recognition for sustainable business in the UK, and we got to go to Windsor Castle to celebrate! 

Together they paint a picture we’re beyond proud of: a team working every day to show how business can be a force for good.

Thank you for supporting the change

We’re really proud of how far we’ve come, but when it comes to making sustainable toilet paper, we’re not even close to the end of the roll. 

We couldn’t have achieved any of this without the wider community of people who make Naked Paper; the customers, partners, and suppliers who believe there’s a better way to do business.

Want to join the bleach-free family?