We rate household cleaning and paper on one idea: only what is genuinely natural reaches the top, and we show the data behind every verdict. Household cleaning is judged on ingredients, only 100% raw natural passes. Household paper is judged on fibre and bleaching, checked against independent lab tests. Most big eco brands do not pass, and we publish exactly why, with the source.

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What we found

The “100% bamboo” toilet paper that isn’t

An independent Which? laboratory fibre test found several bamboo rolls were mostly virgin hardwood, not bamboo. Naked Sprout tested at 4% bamboo, Bumboo at 2.7% and Bazoo at 26%, the rest eucalyptus and acacia, the same trees ordinary supermarket rolls are made from. Cheeky Panda and Who Gives A Crap were genuinely 100% bamboo as claimed.

The brand everyone trusts, bleaches

Who Gives A Crap states in its own FAQ that it whitens its rolls with chlorine dioxide and hydrogen peroxide. That is a chemical bleaching process, so despite honest 100% bamboo fibre Who Gives A Crap scores 1 out of 5. The quote and link are on its report.

Owned by the giants they replace

Several “eco” brands are owned by cleaning multinationals. Ecover and Method are both owned by SC Johnson, and Ecozone is owned by HG International. The genuinely independent ones, Suma, Essential Trading and Ecoleaf, are worker co-operatives.

Every mainstream cleaner fails on its own label

Bio-D, Ecover, Method, Miniml and the rest publish full ingredient lists, and they are not raw. Glucoside surfactants, industrial citric acid and preservatives keep them off the top. We show the exact ingredient that costs each brand its score.

What actually passes

Serious Tissues, 100% recycled and unbleached, is the one clean 5 out of 5 toilet paper. ecoLiving passes on materials, loofah, beech and cotton. Almost nothing clears the standard, so the few that do are worth knowing.

Read how we rate ›