Our green credentials.

We don’t use any bleaching process to whiten our paper: no chlorine, ECF or TCF bleaching, and no peroxide, ozone or optical brighteners. The Cambridge Dictionary defines bleaching as removing colour with chemicals or sunlight, so we count chlorine-free methods as bleaching too.

Loo roll doesn’t need to be white to do its job. A US Environmental Protection Agency study found that white became the norm because shoppers linked it with being clean. One manufacturer said “clean and sanitary translates to white”. We don’t bleach ours, so it keeps its natural colour.

We don’t offset or buy carbon credits. Like Greenpeace and WWF, we don’t think offsetting works well enough. We measure our climate footprint so we can cut it.

Our near and long-term emissions targets are approved by the Science Based Targets initiative, including a verified target to reach net zero by 2040. The SBTi is a partnership of CDP, the UN Global Compact, the World Resources Institute and WWF that checks company targets against climate science.

Rail is our preferred route whenever a train is available. Between Perpignan and Calais, our rolls travel 1,400km on CargoBeamer’s electrified rail network rather than by road. We count every delivery in our own climate footprint.

We’re rated No.1 eco toilet paper by Ethical Consumer, we’re an Ethical Consumer Best Buy, and we’re No.1 on The Good Shopping Guide’s ethical toilet paper table, scoring 100. So when we say we’re the UK’s highest rated eco loo roll, or rated the UK’s best eco loo roll, this is what we mean: the top rating from both of these independent guides, for our environmental and ethical standards.

The King’s Awards for Enterprise are the UK’s highest official awards for British businesses. We were recognised in the Sustainable Development category in 2025.

Our recycled loo roll is from 21p per 100 sheets and our bamboo loo roll from 22p. That’s less than all 11 other eco loo roll brands we’ve checked, and less than big name brands such as Andrex and Cushelle. The price tables further down show the details.

Each Naked Paper roll has 320 sheets and is 38.4 metres long (from our product specification).

Standard rolls, checked on Tesco on 21 October 2026:

• Tesco Luxury Soft: 160 sheets, 19.84 metres
• Cushelle Simply Soft: 170 sheets, 19.89 metres
• Foxy Silk: 175 sheets, 21.9 metres
• Cheeky Panda Silky Soft Bamboo: 190 sheets, 22.8 metres

So our rolls have 1.7 to 2 times as many sheets as these standard rolls, and are 1.7 to 1.9 times as long. Andrex doesn’t publish a sheet size or roll length, so we’ve left it out.

When we say “better for the planet”, “greener”, “gentler on the environment”, “loo roll that doesn’t cost the earth” or “made better, for the planet, for everyone”, we mean:

• Compared with other eco brands: we’re a more sustainable choice, as shown in the tables below.
• Compared with conventional loo roll made from virgin wood: ours has a lower climate footprint (see the data comparison and how we calculate our savings), is unbleached, and is made from bamboo or recycled cardboard and kraft paper, so no trees are cut down to make it.

Carbon Footprint Ltd worked out the climate footprint of our loo roll and of typical loo roll made from recycled paper, bamboo and virgin wood, using the same method for all of them. Ours is about half of each.

CO₂e is the climate impact of all greenhouse gases, shown as the equivalent amount of CO₂. These figures only cover raw materials and manufacturing. Our full product footprint, which also counts delivery and disposal, is in our product climate footprint.

Loo roll

Kitchen roll

Tissues

These figures compare each Naked Paper roll with a standard roll made from virgin wood pulp. They’re based on Carbon Footprint Ltd’s 2023 comparison, and we’ll update them when our new comparison life cycle assessment is done.

• CO₂e. Most brands don’t publish their footprint, so Carbon Footprint Ltd modelled typical UK virgin wood, UK recycled and Chinese bamboo rolls from public data on raw materials, manufacturing and distribution. The saving per roll against virgin wood is 0.19088kg (bamboo) and 0.18829kg (recycled). We turn this into driving miles with the US EPA calculator.
• Trees. 0.00125 trees per standard roll (The Independent, 15 May 2021). We turn this into tennis courts using the Woodland Trust median of 1,350 trees per hectare.
• Chemicals. 0.0097 litres of harsh chemicals per standard roll (Carbon Footprint Ltd). One bath holds 378.5 litres (Royal Bathrooms).
• Plastic. 1.85g per roll, from our factory’s 2022 study of the plastic wrap on three leading Spanish supermarket packs (44.4g per 24 rolls, 88.8g per 48).

Our factory is powered by renewable energy from the sun, hydropower and renewable biofuels.

A few of the forklifts that move the heaviest reels still run on diesel. LC Paper plan to change these when possible.

Our factory treats its water and tests it every quarter, before it comes in and after it leaves, to check it’s within the Catalan Water Agency’s limits before it goes back into the river Fluvià in northern Spain.

• Imperfect rolls and damaged boxes go back into our factory’s production process rather than being thrown away.
• Our recycled rolls are made from waste cardboard and kraft paper.
• Our packaging is plastic-free, tape-free and made from 100% recycled material, and our rolls aren’t individually wrapped.
• Our factory holds ISO 14001 for environmental management.

• Bamboo is a renewable resource
• Bamboo grows more quickly than traditional timber sources
• Bamboo regrows from its roots after it’s harvested, so it usually doesn’t need replanting (FAO, Bamboo Silviculture)
• Bamboo needs less land and water to grow
• Our bamboo is grown without any fertilisers or pesticides, as our bamboo pulp suppliers state (1, 2)

FSC-certified bamboo, not cleared forest. Our bamboo pulp comes from FSC-certified suppliers as FSC 100%, which means it comes from FSC-certified forests. FSC rules don’t allow forests created by clearing natural forest after 31 December 2020 to be certified, unless the harm has been put right under FSC’s remedy framework.

View our bamboo supply chain information.

Our recycled rolls are made from post-consumer recycled cardboard and kraft paper, collected locally, within 85km of our factory.

View our recycled supply chain information.

Our rolls are made from FSC-certified bamboo or recycled cardboard and kraft paper, so no trees are cut down to make them.

Normal loo roll and household tissue use the equivalent of nearly 1 million trees a day worldwide. Plantation trees take from around 7 years (some fast-growing eucalyptus) to more than 100 years (some European plantations) to be ready to harvest.

Our factory, LC Paper, confirms the chemicals that are and aren’t used in making our paper.

When calculating the amount of paper saved when you buy loo rolls that have not been individually wrapped, we have measured the sheets of paper used by Who Gives a Crap to wrap their rolls (27.5cm x 42cm). We've multiplied the length of this sheet (42cm) by the average household size of 2.4 people, and an average annual usage of 127 rolls per person per year, which comes to a length of 128 metres of paper, taller than Big Ben, at 96m.

Our Green Claims Policy sets the standard every green claim has to meet: on our website, packaging, social media, ads and anywhere else we talk about our impact. It follows the CMA’s Green Claims Code and the Anti-Greenwash Charter, and the Charter reviews our campaigns against it.

Our founders are responsible for it. Everyone at Naked Paper is trained on it, and anything with a green claim is checked and recorded before it goes out. If something doesn’t meet the policy, we correct it.

Think we’ve got something wrong? Email hello@nakedpaper.com, or report it to the Anti-Greenwash Charter for an independent review.

• Naked Sprout®: UK00003514519
• Naked Paper®: UK00004094971
• Naked Roll®: UK00003958369
• So green it’s brown®: UK00003920055
• It’s brown because it’s greener®: UK00004135062
• We didn’t make it brown. Nature did®: UK00004250954
• As nature intended®: UK00004250949