The Best and Worst Toilet Paper, Paper Towel, and Facial Tissue Brands: An Environmental Guide

Tissue paper production significantly impacts forests and the climate, yet many consumers remain unaware. The average American household uses over 100 pounds of tissue paper annually, much of which is sourced from climate-critical forests—especially the Canadian boreal forest, one of the world’s largest intact forests. Logging there releases vast amounts of carbon, degrades wildlife habitat, and threatens Indigenous communities.

Environmental Impact of Tissue Paper Production

• Canadian boreal logging: Over 1 million acres cut annually to meet US tissue product demand.
• Carbon emissions: Logging is Canada’s third-highest emission sector, after oil & gas and transportation.
• Climate consequences: Forest loss reduces natural carbon storage, worsening climate change.

If every American replaced just one roll of forest-fiber toilet paper with recycled content, this could save:

• Over 1 billion gallons of water
• 1.6 million trees
• Nearly 800 million pounds of climate pollution—equal to removing 72,000 cars from the road for a year.

How to Choose the Most Sustainable Tissue Brands

NRDC’s Issue with Tissue report grades U.S. tissue brands based on their environmental footprint:

A+ Grade: Best Impact

• 100% recycled material, highest postconsumer recycled paper content
• Chlorine-free bleaching
• Example brands: 365 by Whole Foods Market 100% Recycled, Green Forest, Natural Value, Trader Joe’s
• Notably, Georgia-Pacific’s Aria toilet paper improved from an F to an A+ by switching fully to recycled content

A Grade: Highly Recommended

• 100% recycled content but lower postconsumer recycled percentage
• Brands: Everspring (Target), Seventh Generation Extra Soft & Strong, Simple Truth (Kroger), Who Gives a Crap 100% Recycled

B+ / B Grade: Moderate Impact

• Mostly bamboo-based tissues, a renewable but less ideal alternative to recycled paper
• Bamboo grows quickly, uses less land and produces a smaller carbon footprint but possible concerns if grown at expense of natural forests
• Brands include Amazon Aware, Caboo, PlantPaper, Reel Paper, Who Gives a Crap Premium 100% Bamboo

D / F Grades: Worst Impact

• Reliance on virgin forest fiber and harmful bleaching processes
• Much higher climate impact and water use compared to recycled content—especially for paper towels and facial tissues (2.5+ times higher climate impact, 90% more water)
• Major offenders include flagship brands from Georgia-Pacific, Kimberly-Clark, and Procter & Gamble: Angel Soft, Charmin, Cottonelle, Quilted Northern

Tips to Reduce Tissue Paper Use at Home

• Use rags instead of paper towels in kitchens
• Swap paper napkins for cloth napkins; use handkerchiefs or washcloths instead of disposable facial tissues
• Consider bidets or bidet attachments to significantly reduce toilet paper use

Call for Corporate and Legislative Accountability

Despite environmental damage, major brands like Bounty and Charmin largely continue unsustainable forest fiber use, with minimal innovation beyond marketing gimmicks (e.g., the oversized “Charmin Forever Roll” made with the same unsustainable materials). Misleading environmental claims remain prevalent.

However, some progress is visible: Procter & Gamble’s Forest Stewardship Council–certified Charmin Ultra Bamboo received a B grade, showing potential for market transformation.

What Consumers Can Do

• Support only brands with rigorous sustainability practices
• Reduce tissue use overall at home
• Advocate for stronger forest protections and corporate transparency

Sources: NRDC’s Issue with Tissue report (December 2025), Environmental Paper Network, recent NRDC-commissioned analyses on Canadian forestry emissions.

Choosing recycled-content tissue brands and reducing consumption can collectively protect millions of acres of forests, conserve water, and reduce carbon emissions—vital steps toward a more sustainable future.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.