We’re number one with Ethical Consumer

From surprisingly brown, wonderfully soft toilet paper at work to the handy tissues passed to a friend, Naked Paper is built on recommendations. Recently, we received a recommendation we’re especially proud of. 

Ethical Consumer magazine has been a leading voice for higher standards among UK businesses since 1989. They produce regular guides helping customers find the most ethically made options for just about any product you can think of. 

In their April 2026 issue, they updated their guide to toilet paper. Naked Paper is at the top of the chart, with a score of 93 out of 100, compared with an average score for eco toilet paper of 78. 

To celebrate, here’s a behind-the-scenes view of the UK’s toughest ethical assessment from the business side. 

The Questionnaire

This is our second assessment by Ethical Consumer (we also ranked first in 2023). 

While it’s easy for brands to make vague environmental claims that look good in advertising, the team at Ethical Consumer thoroughly researches the market. As a result, the questions they asked us cut to the heart of the specific ethics and environmental challenges we face as tissue manufacturers. 

Here is a look at some examples. 

1. "Is your company a certified Living Wage Employer?"
Ethics start with treating people fairly. With so many eco-friendly toilet papers manufactured in regions with poor worker protections, and few brands willing to share supply chain details or pictures of their factories, the people who make the products are often overlooked.

Naked Paper is a certified Living Wage Employer. We pay all our UK staff at least the Real Living Wage, as calculated by the Living Wage Foundation, and our factory, LC Paper, is registered with the Spanish equivalent. Everyone involved in making Naked Paper gets  fair pay and strong worker protections.

2. "How are you lowering your emissions?"
Often, when a toilet paper company talks about emissions, they’re talking about offsetting; claiming that the CO2e released into the atmosphere as a result of making their products is cancelled out by tree planting or rewilding.  

At Naked Paper we measure our emissions so that we can actually reduce them; not by offsetting but by changing the way we work. Concrete steps include bringing electrified rail into our transport network, refining our product design for efficient logistics, and of course the big one; drying without fossil fuels. 

3. "Do you bleach your tissue, and if so, how?"
White toilet paper is bleached toilet paper. No raw material - whether recycled paper, bamboo, or virgin timber - naturally yields a bright white roll.

Toilet paper companies who want bright white tissue have a few different options. Traditional chlorine bleaching is highly damaging to the environment. While Totally Chlorine Free (TCF) and Elemental Chlorine Free (ECF) methods reduce this environmental impact, they do not eliminate it entirely. 

We are glad Ethical Consumer highlighted this issue, because we don’t think bleaching is necessary at all. It’s a cosmetic change that doesn’t have any impact on how the products work, so our answer is straightforward: we do not bleach Naked Paper.

4. "Does your paper contain PFAS?"
In 2023, researchers found something very unpleasant could be lurking in your loo. A study published by the University of Florida found PFAS ("forever chemicals") in a large number of toilet rolls from major global brands.

PFAS are associated with serious health concerns and environmental damage; it’s a real concern for products that come into daily contact with skin.

We already knew we did not use PFAS in our supply chain, but we conducted independent testing on our final products to be absolutely certain. This testing confirms that there are no PFAS in Naked Paper's recycled toilet paper, or our bamboo toilet paper. We’ve published these lab results directly on our website.

…Affordable toilet paper that goes the extra mile

Taking the time to get our ethics and environmental credentials only works if we’re delivering on quality and cost as well. So we were pleased to come out on top of Ethical Consumer’s price comparison as well (you can see our own version of a similar comparison here). 

Ethical options do not have to be more expensive, and they don’t need to come with greenwashing. 

We scored highly across the board because transparency is rolled right into the heart of Naked Paper. All of the information we provided to Ethical Consumer is available to you as well, published openly on our Green Credentials page.  

If you’d like to get the full run down of ethical loo roll, you can read the Ethical Consumer's guide to toilet paper here.

And if you’d like to try chart-topping tissue products that won’t break the bank, we’d love to welcome you into the fold.