The Only Toilet Paper Brands Consumers Can Really Trust

By Trey Thoelcke Updated May 10, 2:35PM EDT · Published May 9, 12:10PM EDT

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The Only Toilet Paper Brands Consumers Can Really Trust — © Pixel-Shot / Shutterstock.com

If you’ve ever stood in the toilet paper aisle at the grocery store wondering whether you need to splurge on an expensive brand or if you can cut costs and buy cheap, this article is for you. When you buy toilet paper, comfort is perhaps the most important consideration. However, you also want a brand that provides value, holds up well, and is eco-friendly. There are so many different brands, and choosing one can get overwhelming. You don’t want to spend too much money on a brand that isn’t worth it. Nor do you want to settle for rough and uncomfortable toilet tissue.

To help you choose, we gathered information from several sources: Good Housekeeping, the New York Times, and USA Today, to provide a list of the best options out there. All the brands were reviewed based on comfort, strength, eco-friendliness, and value. For details on how the picks were made, see the New York Times methodology, Good Housekeeping methodology, and USA Today methodology. We’ve highlighted the top nine here, in alphabetical order. (Also see Avoid All Diaper Brands Except These 8.)

Why Does This List Matter?

Close-up Of A Person's Hand Using Toilet Paper

Although choosing toilet paper may seem like an afterthought, there are significant differences in the quality of brands. Cheap toilet paper can feel scratchy and rough, while overly priced brands are a waste of money. Even worse, brands that don’t dissolve well can damage septic systems, causing the need for expensive repairs.

Amazon Presto Ultra-Soft Toilet Paper

A top budget pick.

Chosen by: The New York Times
Best option for: Budget buyers
Pros: Serviceable, reliable, not scratchy, doesn’t rip too easily and leaves little lint behind. Also, gentle on skin and your septic system, according to an Amazon reviewer.
Cons: None.

Berkley Jensen Ultra Soft

Where can you find this one?

Chosen by: Good Housekeeping
Best option for: Everyone
Pros: Best overall pick, perfect score on absorbency tests, and soaks up more water than most other brands. Dissolves quickly in water, and earned the Good Housekeeping Seal.
Cons: Not as strong as other brands when wet. Only available to members of BJ’s Wholesale Club.

Charmin Essentials Soft

Surprisingly comfortable.

Chosen by: USA Today
Best option for: Budget buyers
Pros: Best value pick at USA Today. Durable and comfortable at its price point. The texture is similar to Charmin Ultra Strong, but it is not quite as durable.
Cons: Dissolves slowly in water. Not ideal for septic systems or homes prone to plumbing woes.

Charmin Ultra Soft

Softness for everyday use.

Chosen by: USA Today
Best option for: Everyone
Pros: USA Today’s best overall toilet paper option. Soft, strong, and comfortable. Does not tear while in use and dissolves in water, but not too quickly. Reviewers considered it the best toilet paper for extended, everyday use. In addition, this was found to be the softest option in tests by Good Housekeeping.
Cons: Not as durable as Charmin Ultra Strong

Charmin Ultra Strong

The most durable pick.

Chosen by: The New York Times
Best option for: Everyone
Pros: The best traditionally produced pick at The New York Times. Strong, low-lint, readily available, plushy, durable, and comfortable.
Cons: None

Cottonelle Ultra ComfortCare

Strong wet or dry.

Chosen by: Good Housekeeping
Best option for: Those looking for strength
Pros: Top pick for strength with the best wet and dry scores combined. Rippled texture to help clean, absorbent, lint-free, and layers don’t separate.
Cons: None

Great Value Ultra Soft

Comes straight to your home?

Chosen by: Good Housekeeping
Best option for: Budget buyers
Pros: Best value pick, provides good bang for the buck, according to reviewers. Ranks high for thickness, dissolves quickly, and is softer than more expensive rolls.
Cons: Only sold at Walmart

Scott Small Core High Capacity

More than twice as much.

Chosen by: Good Housekeeping
Best option for: Bulk buyers
Pros: Two-ply, offers double the sheets than other brands, and scores well in dissolvability tests.
Cons: The small core may not fit on certain toilet paper holders. Also, the paper is thinner than others.

Seventh Generation 100% Recycled Extra Soft & Strong

Eco-friendly and well-liked.

Chosen by: The New York Times and Good Housekeeping
Best option for: Eco-friendly buyers
Pros: Made with 100% recycled materials. Soft, sturdy, and lint-free. Priced comparably to more conventional options and unanimously liked by testers.
Cons: None.

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About the Author Trey Thoelcke →

Trey has been an editor and author at 24/7 Wall St. for more than a decade, where he has published thousands of articles analyzing corporate earnings, dividend stocks, short interest, insider buying, private equity, and market trends. His comprehensive coverage spans the full spectrum of financial markets, from blue-chip stalwarts to emerging growth companies.

Beyond 24/7 Wall St., Trey has created and edited financial content for Benzinga and AOL's BloggingStocks, contributing additional hundreds of articles to the investment community. He previously oversaw the 24/7 Climate Insights site, managing editorial operations and content strategy, and currently oversees and creates content for My Investing News.

Trey's editorial expertise extends across multiple publishing environments. He served as production editor at Dearborn Financial Publishing and development editor at Kaplan, where he helped shape financial education materials. Earlier in his career, he worked as a writer-producer at SVE. His freelance editing portfolio includes work for prestigious clients such as Sage Publications, Rand McNally, the Institute for Supply Management, the American Library Association, Eggplant Literary Productions, and Spiegel.

Outside of financial journalism, Trey writes fiction and has been an active member of the writing community for years, overseeing a long-running critique group and moderating workshop sessions at regional conventions. He lives with his family in an old house in the Midwest.