Just in time for World Earth Day on April 22nd, Naked Sprout, the UK’s most sustainable toilet paper, is going back to basics; rebranding as Naked Paper.
With their new name and look they’re showcasing the simple, stripped-back approach that’s brought their bleach-free beige tissue products to thousands of UK homes.
“When we started Naked Paper we weren’t sure if the UK was ready for brown toilet rolls,” said co-founder Leila Francis-Coleman, “But people have really come on board. The natural colour sparks curiosity. If we can cut out bleach, what else is unnecessary?”
Naked Paper products stand out because they’re brown. It’s not a design choice, it’s a rejection of a wasteful convention. They don’t use bleach to strip the natural colour out of
products that are going to be thrown or flushed away.
They haven’t stopped at bleach. They cut waste and reduce their impact across the board:
● 100% bleach free tissue: No bleach, no harsh chemicals, no PFAS (“forever chemicals”). No extra layers of dyed packaging, and no plastic.
● Ultra-low climate footprint: Naked Paper’s fossil fuel-free factory makes tissue using energy from the sun, wind, and local sources of biofuel.
● B Corp certified: Their B-Impact score of 148.1 is among the highest reported for UK businesses. Everyone who makes Naked Paper earns at least a real Living Wage.
● Giving back: Toilet paper is one of the most-requested, least-donated items at UK food banks. They work with the Trussell Trust to donate thousands of rolls per year.
Naked Paper was the first toilet paper brand to print their climate label on their boxes and they have publicly evidenced all of their green credentials according to the high standards of the CMA’s green claims code.
With Earth Day 2025 around the corner Naked Paper provides a striking, down-to-earth example of more sustainable business, in the humble form of a brown toilet roll.
For more information about Naked Paper’s rebrand and how they’re challenging the bog standard visit nakedpaper.com
