Our Green Credentials

Defining sustainability.

The dictionary defines "sustainable" as something that is "made in a way that causes little or no damage to the environment and therefore able to continue for a long time". In recent years, this word has become widely used as a way of speaking about environmental impact, with the more specific definition “causing, or made in a way that causes, little or no damage to the environment, and therefore able to continue for a long time.”

This is the definition our customers use, and it’s the definition we use.

This means we don't just focus on one narrow part of making Naked Paper. We monitor and work to reduce our environmental impact across several key areas: our CO2e emissions, our raw materials, and our social impact. We also seek external certification from trusted international bodies and provide proof of our claims, so customers can judge our impact for themselves.



Evidencing our claims - index

Key claims

Product claims


Factory claims

Climate footprint / emissions claims

Raw materials claims

Other claims

It's brown because it's greener.

The bleaching process used in conventional tissue production has significant environmental impacts, from chemical pollution to higher energy and water consumption. By making our products without bleach, we reduce our environmental footprint in multiple ways. This also applies when we say our unbleached products are kinder to the planet and why unbleached rolls are considerably more eco-friendly than white rolls. Similarly why we say 'We didn’t make it brown. Nature did'.


1. Reduced Chemical Pollution

The bleaching of paper, especially using chlorine based chemicals, releases harmful substances like dioxins and furans. Persistent organic pollutants (POPs) that accumulate in the environment and can be toxic to human health. Studies have shown that:

  • The bleaching process in kraft pulp mills accounts for 80-90% of the total chemical releases into the environment. (NCASI Report)
  • Chlorine bleaching creates toxic byproducts, including dioxins, which both the Environmental Protection Agency (EPA) and the United Nations Environment Programme (UNEP) have identified as serious environmental risks. (EPA) (UNEP)
  • Scientific research shows that Elemental Chlorine Free (ECF) and Totally Chlorine Free (TCF) bleaching methods reduce pollutants but do not eliminate them entirely. (Confederation of Paper Industries)
  • Dioxins and furans from chlorine bleaching are among the most toxic environmental pollutants, according to studies published in Environmental Science & Technology and PubMed. (Environmental Science & Technology Study) (PubMed Study)

By manufacturing our unbleached tissue products, we avoid introducing these harmful chemicals into waterways and ecosystems.


2. Lower Energy and Water Consumption

Bleaching requires additional energy and water to remove lignin, the natural component that makes paper brown. Research indicates that:

  • A Life Cycle Assessment of toilet paper production found that the bleaching process significantly increases energy and water consumption. (LCA Study)
  • Kraft pulp mills that use bleaching chemicals require more water and energy for processing than those that produce unbleached products. (TAPPI Report)
  • Reducing or eliminating bleaching in tissue production lowers the overall environmental impact, conserving valuable resources like water and energy.

3. Faster Biodegradation & Compostability

Unbleached tissue products break down more efficiently than bleached alternatives, making them a better option for composting and reducing landfill waste:

 

  • Studies on paper biodegradation rates show that unbleached paper releases less CO₂ as it decomposes, indicating a more environmentally friendly breakdown process. (Waste Management Research Study)
  • The absence of bleaching agents in unbleached tissue means it integrates more easily into composting systems without introducing additional chemicals into the soil.

This makes unbleached tissue products ideal for composting, further reducing landfill waste and supporting a circular economy.



The UK's most sustainable toilet roll

Below is a detailed comparison evidencing our claim to be “The UK’s most sustainable toilet roll.”

When we talk about being "best eco loo roll," "best sustainable loo roll," "better for the planet," "gentler on the environment," "greener" or similar, we are referring to being a more sustainable choice than other eco toilet roll brands, as evidenced in the below tables. This also applies when we say our paper is "made better - for the planet, for everyone."

Our commitment to sustainability is reflected in every part of our process, from reducing chemical pollution and lowering energy and water consumption to ensuring our products biodegrade efficiently. It’s why we call our products "uncompromisingly sustainable paper", because we don’t cut corners when it comes to protecting the environment and creating a truly sustainable alternative.

No bleach.

At Naked Paper we do not bleach our rolls in any way. We do not use any bleaching method, including Elemental Chlorine Bleaching, Elemental Chlorine Free (ECF) bleaching or Totally Chlorine Free (TCF) methods.

Our products have been independently tested to confirm they contain no bleach, and they are also ISEGA food safe certified.