Toilet roll-off: Naked Paper vs. Who Gives a Crap

The products we use every day impact our wallets, our bodies, and our environment. There’s plenty of choice out there, so it’s helpful to know how similar products compare.

If you’ve stumbled on this blog, it’s likely you’re interested in the difference between the big UK brands of bamboo toilet paper Naked Paper (that’s us) and Who Gives a Crap.

Both companies make bamboo toilet rolls that are soft and strong, and both appeal to customers who want to do right by the environment. Based on the questions we’re asked most often we’ll compare on quality, affordability, and sustainability.

(And since you’re here asking questions, we’ve included a section on transparency as well).

Quality: which bamboo toilet roll is best?

When it comes to quality, both Naked Paper and Who Gives a Crap deliver on the basics: soft, strong, long-lasting toilet rolls. They both offer toilet paper in bamboo and recycled options, and both have more sheets than the UK average, meaning they’ll last you longer between changes.

But you’ll spot a big difference right away; the colour. 

Our lovely Naked Paper bamboo toilet tissue keeps the natural pale beige tone of bleach-free bamboo. Our recycled toilet paper has a deeper, pinkish-brown colour, which comes from the locally-sourced cardboard and paper packaging we use to make it. 

We avoid harsh chemicals, including bleach, entirely, creating a product that’s gentle on your skin as well as the planet.

Who Gives a Crap has a more colourful approach. The tissue sheets themselves, like the wrapping that covers every roll, are bleached to a bright white. The wrapping is then dyed with bright colours and designs. Lots of their customers enjoy this wrapping and the colour it brings to their bathrooms. 

Who wins this round will depend on your priorities and the style of your home; it’s a choice between bold and loud or calm and neutral. Both companies offer no-quibble refund policies, so you can always try and see what you think.

Affordability: which eco loo roll is the best value?

Naked Paper and Who Gives a Crap both sell longer-than-average rolls. Both also offer subscriptions to make things easier. But when you look at the prices, and break it down to the price per sheet, things start to look different again.

We’ll compare the 48-roll  boxes, which both brands offer. 

Naked Paper: £35.99 for 48 rolls, 320 sheets per roll

Who Gives a Crap: £48 for 48 rolls, 370 sheets per roll

That works out to:

Naked Paper: 23p per 100 sheets

Who Gives a Crap: 27p per 100 sheets

So while WGAC rolls are a bit longer, Naked Paper still costs less per sheet overall. And while Who Gives a Crap will give you money off the first order of a subscription, Naked Paper subscriptions include a rolling discount of 10% for every order.

Sheet for sheet, Naked Paper is more affordable.

(you can see how we compare with other brands here)

Green credentials: which eco toilet paper is best for the environment?

Environmental impact is one of the main reasons people switch to bamboo toilet paper. Bamboo is a rapidly renewable resource, growing more quickly than traditional farmed timber and using less land and water in the process.

But when we look at impact beyond bamboo, how do the two brands compare?

Who Gives a Crap’s toilet paper is manufactured in China and shipped to the UK by sea, with some offsetting for their transport emissions. They build their green credentials around a bold, landmark policy; 50% of their profits go to help build toilets in communities that need them.

It’s a clear mission and we can’t fault it. 

Naked Paper takes a broader view of sustainability. We also support global sanitation projects through our donations to Just a Drop, and we organise regular donations of physical products to go to homes in need in the UK, through the Trussell Trust’s vital network of foodbanks.

But we build our sustainability credentials around the way we make our products. Changes to the traditional tissue formula mean our products are made with much less impact on the environment, with no offsetting.

While standard toilet paper is made and dried using fossil fuels, we use renewable energy that’s generated at our factory. We don’t use bleach, dyes, or harsh chemicals. Everyone who helps make our rolls, at our fantastic B Corp certified factory in Spain, is paid at least a real living wage.

Our attention to our environmental impact across a range of measures has received the highest recognition possible. In 2025 we were awarded the King’s Award for Enterprise in Sustainable Development. This summer, we’ll be heading to Windsor Castle to celebrate with other winners in a special reception with the King. As a sustainability-focused business, it’s our holy grail.

We can also compare by looking at our B Corp certification. B Corp assess and measure how well a business balances purpose with profit. Naked Paper has a B Corp score of 148.1 – one of the highest in the UK. Who Gives a Crap’s score is 125.5, a good score in its own right, but not as high.

While both brands are doing good things, Naked Paper is overachieving when it comes to environmental impact.

Transparency: what goes into your toilet paper?

And finally, transparency; because if you’re searching to know the difference between different products, it’s helpful to have all the facts at your fingertips. 

We like to go above and beyond here. On our Green Credentials page you’ll find detailed comparisons between the ingredients, processes, and impact of Naked Paper and other big eco brands, including Who Gives a Crap. 

Some highlights include our “forever chemicals” testing certifying we're PFAS-free, certification of non-toxic ingredients, and confirmation that our adhesive is vegan-friendly. 

We also include the details of our supply chain, which is shorter than Who Gives a Crap, with our bamboo coming from one of two FSC-certified forests, and our recycled material sourced and all of our manufacturing carried out by our wonderful family-run factory in Spain. Products then travel by road, train, and sea to our hubs in Rotterdam, Dublin, and Birmingham for delivery to our UK and EU customers. 

As an Australian company manufacturing toilet paper in China, Who Gives a Crap has a wider global scope and a more far-reaching supply chain. You can see some information about the country of origin for their products on their website, but they don’t share the same level of detailed ingredient, testing, or supply chain information online. 

If you value full transparency and bleach-free production, we make it easy to see exactly what you’re getting at Naked Paper.

And if you have any questions we haven’t covered here, you can reach our UK support team at hello@nakedpaper.com, or via our contact page, and we’ll get back to you right away.

So who is better, Naked Paper or Who Gives a Crap?

Naked Paper and Who Gives a Crap make quality bamboo toilet rolls. Both brands consider the impact of their business as well as the, ah, bottom line.

But there are some clear differences.

At Naked Paper we keep our rolls bare and bleach-free, and we publish all the details of how we make them. Our toilet paper is more affordable, sheet for sheet, and our drive for sustainability is ambitious even in comparison with other eco brands. 

If you’re looking for a simple, honest product that’s gentle on skin, on the planet, and on your budget – Naked Paper might be the better choice.

Of course we would say that. At the end of the day, we’re proud of what we do, and we’re glad there are others trying to do better too.

Want to try premium toilet paper at affordable prices, and support award-winning sustainable manufacturing at the same time?