Toilet paper has transitioned from a basic household necessity to a category with diverse consumer preferences focusing on softness, strength, and sustainability. Innovations in this sector cater to a variety of needs, ranging from ultra-soft luxurious textures to environmentally friendly options made from bamboo and recycled materials.
Leading direct-to-consumer brands like Who Gives A Crap and Peach not only offer convenience but also emphasize eco-conscious production and social responsibility. Who Gives A Crap is known for its 100% recycled and bamboo toilet papers that support sanitation projects worldwide, while Peach offers premium, peach-scented paper for a unique, luxurious experience.
The rise of these brands reflects a growing trend towards products that offer both personal comfort and help make a positive impact on the environment. Consumers now have the opportunity to choose toilet paper that aligns with their values, whether they prioritize luxury, sustainability, or social good. Explore our curated selection to find the best fit for your bathroom essentials.
Goodwipes is an Atlanta-based personal hygiene brand founded in 2013 by Sam Nebel and Charlie Siciak, on a mission to transform the way people think about cleanliness with eco-friendly, plant-based, and genuinely flushable wipes. Their product range covers resealable flushable butt wipes, on-the-go travel packs, and down-there feminine care wipes — all naturally scented, gentle, and designed for everyday use. Acquired by Kimberly-Clark in 2023, Goodwipes continues to lead the category with bold, unapologetic branding and a commitment to making cleaner feel better.
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Using wood to wipe is an idea whose time should long since have passed. PlantPaper is on a mission to end the century-long reign of tree paper, which has been catastrophic to human and planetary health.
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Reel is 100% bamboo toilet paper that's tree-free.
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Reel is 100% bamboo toilet paper that's tree-free.
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