Did you know that 10 million trees are cut down every single year to make toilet paper? Meet Serious Tissues; certified carbon-neutral toilet paper! 🧻 

Their toilet paper is made from 100% recycled paper, and for every roll sold, Serious Tissues plant a tree. So far, they've planted over 100,000 trees in the UK, Nepal, Indonesia, Madagascar, Mozambique, Kenya, Ethiopia, Haiti, Colombia & Central America. 

Serious Tissues also take further measures to get 'serious' about sustainability. They use no individual wrapping, no plastic, no dyes, no perfumes, and no unnecessary chemicals. They also make all of their toilet paper in the UK, meaning no shipping from halfway around the world. 

 for a 10% monthly discount when you subscribe, or a 10% discount on a one-off order.

Serious Tissues

Carbon neutral loo roll

Vegan certification from a reputable third party.

Full list of ingredients, components or materials used.

All products are free from ingredients derived from animals – including honey, collagen, albumen, carmine, cholesterol and gelatin, keratin, lanolin, silk protein and beeswax.

The company provides full transparency on ingredients, materials and components that go into its products.

100% Vegan

The company exclusively offers 100% vegan products and does not use any ingredient or component derived from animals in any of its products, packaging and production processes.

Protecting Biodiversity and Animal Welfare

Cruelty-free certification from a reputable third party.

The company is certified as cruelty-free by a reputable third party, demonstrating a commitment on behalf of the company and its suppliers, to not test ingredients, formulations or products on animals.

Cruelty Free

The company and its suppliers abide by cruelty free principles, meaning they ensure that no products, ingredients or components are ever tested on animals.

Fair trade certification from fair trade standards auditors / accreditors such as: FLOCERT, The Fairtrade Foundation, Fairtrade International, Fair For Life, Naturland Fair

Or proof of membership as a Fair Trade Enterprise of the World Fair Trade Organization (WFTO).

The brand holds a valid certification, membership or licence that demonstrates that the products that they manufacture and/or sell have been sourced from a fair trade supply chain and are fair trade certified.

Fair Trade Certified

The products are sourced from a verified fair trade supply chain and are fair trade verified.

Thriving Communities

Evidence of active Living Wage accreditation as a Living Wage employer.

The company pays the Living Wage to all directly employed staff.

The company also pays Living Wage to regularly contracted staff. This is staff who work 2 or more hours a week, for 8 or more consecutive weeks a year. The Living Wage does not apply to contractors that supply your organisation with products e.g. stationery suppliers.

The real Living Wage rates are currently £9.90 across the UK and £11.05 in London for ages 18 and over. Exclude volunteers and apprentices. Real Living Wage is independently-calculated annually by the 

, based on the best available evidence on living standards in the UK and in London.

For more information on Living Wage requirements please 

Living Wage

The company pays the Living Wage to all directly employed staff ensuring a decent standard of living in the UK and in London. Real Living Wage is independently-calculated annually by the Resolution Foundation and overseen by the Living Wage Commission.

The company must be a UK registered charity.

Registered Charity

The organisation is a registered Charity in the United Kingdom.

Confirmation that the company is structured as a cooperative.

The company is legally structured as a cooperative, owned and controlled by its members, to meet their shared needs.

The members can be its customers, employees, residents or suppliers, who have a say in how the co-op is run.

Cooperative

The company is structured as a Cooperative, meaning it is member-owned.

Existing certification of Social Enterprise status by Social Enterprise UK, Social Enterprise Mark CIC, or alike.

If the organisation can provide evidence that they have met all of ethy’s Social Enterprise criteria for the past 12 months and do not hold an existing certification, then they can choose to provide the below proof to gain ethy’s Social Enterprise trust mark.

Governing documents (such as Memorandum and Articles of Association, SCIO Constitution, Trust Deed or other company Rules available in the public domain) which include the overarching social aims that the organisation is working towards achieving and rules on distributing at least half of annual profits towards achieving the social purpose.

Persons of Significant Control registrations, Shareholding Statements.

Company’s annual accounts and supporting statements.

Up to date (published within the last 12 months) social impact report with outcomes delivered for a minimum of 12 month period.


The organisation has set a defined primary social and/or environmental purpose, which means they are supporting the community in overcoming a need or a challenge.

The organisation must operate independently from the public sector or other corporate interests such as part or whole ownership by other companies with different interests.

The organisation reinvests or gives away 50% or more of any annual profits made towards achieving the social purpose.

The organisation obtains 50% or more of its income from trade.

The organisation is actively working towards and achieving the set social objectives, monitoring, evaluating and setting new targets.

The organisation is transparent about their purpose and activities through a social impact report​​ (published within the last 12 months) with outcomes delivered for a minimum of 12 month period.

Unincorporated organisations and start-up organisations (<24 months) are not eligible.


Social Enterprise

An organisation with a primarily social purpose, rather than being driven by the need to maximise profit for shareholders and owners. They reinvest or donate at least half of their profits to support the community in overcoming a need or a challenge.

Name of the female founder(s), co-founder(s) or CEO.

The company must have an active founder, co-founder or CEO that is female.

The company must notify ethy if its leadership member is no longer part of the company.

Female Led

The company has an active female founder, co-founder or CEO.

Specification of the components of packaging which are recycled.

Information on where the recycled materials are sourced from, e.g. ocean plastic, post consumer waste, etc.

Supporting evidence in the form of a letter from the recycling manufacturer or alike.

Minimum 51% of the brand’s primary product packaging has been made from recycled materials.

Minimum 96% of the packaging material is recycled.

Applies to primary packaging only. This is the packaging in direct contact with the product itself.

Recycled Packaging

Significant amount of primary product packaging is made from recycled materials (minimum 96%) that have been recovered, reprocessed and converted into new materials.

Clean Planet

Full list of materials used for the recyclable primary and secondary packaging.

At least one picture for each component of primary and secondary product packaging (exclude variations) with recyclability symbols displayed on the packaging.


Minimum 75% of the brand’s primary and secondary product packaging in total can be recycled through standard kerbside collection

A product packaging is considered recyclable if a minimum 96% of the packaging material can be recycled through standard kerbside collection.

Recycling symbols (by icons or words) must be displayed clearly on the packaging that can be recycled (excluding glass).


Recyclable Packaging

Significant amount of the brands primary and secondary product packaging can be recycled through standard kerbside collection.

Certification or documentation from a relevant organisation to demonstrate compliance with the above standard. E.g. OK compost HOME; Europe: prEN 17427 (2020) - Packaging.

Substantial percentage ( 51%+) of a brand's packaging or products must meet the home compostable criteria.

Home compostable materials undergo 90% degradation after 12 months at ambient temperature, in the presence of microorganisms and oxygen, in a domestic composting unit.

Home Compostable

The brand manufactures or sells products or packaging that are home compostable, meaning these materials will compost into soil at lower temperatures. Therefore these products or packaging are suitable for the compost heap at people’s homes.

Documentation demonstrating compliance with standards set out in EN 13432

Substantial percentage (51%+) of a brand's packaging must meet the industrially compostable criteria.

Materials undergo at least 90% biodegradation within 6 months in an industrial facility in the presence of oxygen, microorganisms and high temperatures (50–60°C).

Industrially Compostable

The brand manufactures or sells products or packaging that are industrially compostable, meaning these materials will degrade in an industrial compost environment.

Explanation of the on-site composting process.

Compost use and location distributed to.


Compostable food, garden, packaging or other waste generated on site will be processed with an on-site composter and used locally, creating a circular on-site system.

Typically this requires staff who manage the composter as part of their duties, as well as outdoor space and a use for the compost within the grounds or distributed within the local community.


On-Site Composting

The company ensures food and packaging waste generated is processed with an on-site composter and used locally, creating a circular on-site system.

List of upcycled ingredients, materials or components used in specified upcycled products.

Disclosure of the percentage of materials, ingredients or components that would have otherwise been discarded.

Declaration of how the waste material is sourced and upcycled into the product(s).

The company's upcycled products must help prevent a significant and quantifiable amount of waste.

At least 15% of the company's product range comprise upcycled material, ingredients or components.

Upcycled Products

The company's products contain materials, ingredients or components that would have otherwise gone to waste.

A description of the main initiative and other initiative(s), a breakdown of how the brand prevents food from being wasted.

Data on the amount of waste diverted from landfill on a monthly or annual basis as a result of the initiative.

The brand must engage in one or more processes that help prevent food waste, either in its product, supply chain, method of production or both.

Products that are designed or made to prevent food waste are eligible. This includes innovative solutions such as engineering product packaging to prolong the life of food or alike.

Companies that facilitate or engage in food redistribution initiatives on an ongoing basis are eligible.

The food waste prevention initiative must be in practice at the time of application and also operative on an ongoing basis (min. 13 months from date of accreditation application) or whilst the product designed to prevent food waste is on sale.

The company must not send surplus food and food waste to landfill.

Composting surplus food waste as the main initiative or process is not eligible for a ‘Fights Food Waste’ trust mark.


Fights Food Waste

The brand currently operates one or more initiatives intended to prevent food from going to waste or to reduce the amount of surplus food produced. Food waste can occur anywhere throughout the entire supply chain.

A detailed explanation of refillable products and refill system.

If an online store, the company can provide links to refillable products

If a brick & mortar store, the company can provide visual evidence for their refill system.

The company sells and/or facilitates the refilling of at least 1 product.

If the company sells a refillable product, they must also provide a means by which customers can refill it.

If a brick & mortar store, the company can enable customers to refill their own containers. The refill system must be a closed loop with no single-use plastic waste.

Refillable Products

The company operates a refill system or provides refillable products designed to reduce the production and use of single-use plastics.

Full list of ingredients, components or materials used for product and packaging.

Certification of any compostable plastics used for product and packaging.


The brand does not sell any products using virgin plastics.

Products are 100% plastic free and product packaging (primary and secondary, including labels) are 96% plastic free.

Bioplastics certified as industrially compostable (e.g. starch-based polylactic acid (PLA) or polyhydroxyalkanoates (PHA)) are excluded and can be used.

The brand must intend to maintain the plastic-free standard for the next 13 months from the date of accreditation application as a minimum.

Brick & mortar shops must not offer plastic carrier bags.

The organisation has also met ethy’s reduced plastic criteria.

Activities of the company cannot be related to extracting oil, fossil fuels or selling plastics (excluding industrially compostable bioplastics).

Plastic Free

The brand does not use virgin or recycled plastic in any of its products and uses nearly 100% plastic free primary and secondary product packaging. The organisation has also met ethy’s reduced plastic criteria.


Completed plastic audit dated within the last 12 months.

Detailed breakdown of how the company has reduced plastic across products, packaging and/or operations, accompanied by supporting documentation.

While the company's products and packaging may not be fully plastic-free, notable steps have been taken to reduce the use of plastics, especially the use of virgin plastics.

The organisation has undertaken a plastic audit within the last 12 months.

There are measures and policies in place to minimise the use of plastics across offices or workspaces, e.g. employers providing refill water stations and removing single use catering plastics etc.

Brick & mortar shops do not sell plastic carrier bags.

Activities of the company can not be related to extracting oil, fossil fuels or either selling plastics (excluding industrially compostable bioplastics).

Reduced Plastic

The organisation is taking significant action towards reducing the use of virgin and recycled plastics in its products, packaging and operations.

Disclosure of how the carbon offsetting initiative works and details of the contributions made by the business.

Name of third party carbon offset provider so ethy can verify.

Only offsets that remove or sequester carbon emissions will be accepted.

The company must offset carbon via a reputable initiative.

If the contribution is made financially, the company must contribute a minimum of 1% annual revenue towards the carbon offsetting initiative.

Carbon offsetting must be funded by the business on an ongoing basis.


Carbon Offsets

The company funds external projects that sequester carbon dioxide emissions to compensate for its own emissions.

Stable Climate

Evidence of third party carbon-neutral certification.

The company has measured its total carbon dioxide emissions caused by all of its operations and calculated how much was produced vs. offset.

The company is certified as carbon neutral via a reputable third party.

Carbon Neutral

The company has measured its total carbon dioxide emissions and engaged in carbon offsetting initiatives to the extent that it has reached net-zero emissions, meaning it completely negates the amount of carbon dioxide emissions produced across all of its operations.

Evidence of third party carbon negative certification.

The company has measured its total greenhouse gas emissions caused by all of its operations and calculated how much was produced vs. offset.

The company is certified as carbon-negative via a reputable third party.

Carbon Negative

The company has reduced its carbon footprint to less than neutral, so that the business has a net effect of removing carbon dioxide from the atmosphere rather than adding it.

Evidence of commitment to 1.5°C future through a third-party organisation.

The company has committed to a net-zero target in line with a 1.5°C future through a credible third party.

Committed to 1.5°C

The company has committed to a net-zero target in line with a 1.5°C future and taking measurable steps to reach the target.

Energy bill for the company's offices or workspaces, dated within the last 3 months.

Energy bill for the company's factories or production sites, dated within the last 3 months.

Proof of renewable technology installation.

The company's offices, workspaces or physical stores use 100% renewable energy supplier(s) and tariff(s).

For companies that manufacture, its factories or production sites use 100% renewable energy supplier(s) and tariff(s).

For companies that manufacture, their factories or production sites must be based within the UK.

The company has installed renewable technology on site.

Powered by Renewables

The company is powered using 100% renewable energy, either through third party suppliers or its own renewable technology.

Copies of the company's commercial EPC certificates for all company premises.

The company's offices, workspaces, factories or physical stores hold a valid commercial EPC certification.

All EPC certifications have been graded B or above - meaning they have achieved a high level of energy efficiency.

Energy Efficient

The company is taking measured steps to reduce its energy use across company premises.

Full list of ingredients, components or materials used for all products that are labelled as vegan.

Products specified as vegan are free from ingredients derived from animals – including honey, collagen, albumen, carmine, cholesterol and gelatin, keratin, lanolin, silk protein and beeswax.

The company must clearly label which products are vegan.

Vegan products must make up a minimum of 30% of the company’s offering. For example, if the company has 10 products on offer, at least 3 of them must be vegan.

The company has not already received ethy's 100% Vegan trust mark.

Vegan Friendly

The company offers a selection of 100% vegan products. Products specified as vegan do not contain any ingredient or component derived from animals, which applies also to the packaging and production process.

Assured by the Roundtable on Sustainable Palm Oil (RSPO) certification or International Sustainability and Carbon Certification (ISCC).

We do not accept the Indonesian Sustainable Palm Oil (ISPO) standard, or the Malaysian Sustainable Palm Oil (MSPO) standard certifications.

The company must use 100% sustainable palm oil in all products, as evidenced or assured by the Roundtable on Sustainable Palm Oil (RSPO) certification or equivalent.

For food & drink products, the company’s sustainable palm oil must be at least 50% Segregated (SG) across the business as a whole.

For beauty and cosmetics products, which may have highly complex supply chains, a Mass Balance (MB) certification is required as minimum.

Please note that there are over 200 different names for palm oil. See 

 for the names that palm oil is also known as.


Sustainable Palm Oil

The company must use 100% sustainable palm oil in all products, as evidenced or assured by the Roundtable on Sustainable Palm Oil (RSPO) certification or ISCC – International Sustainability and Carbon Certification.

Full list of ingredients for all products.

The company sells or manufactures products that are free from aggressive ingredients and synthetic chemicals.

All formulations are free from drying alcohols, silicones, chemical screens, fragrance/dyes and SLS, parabens, mineral oils, sulphates, pegs, petroleum, silicones, propylene glycol, microbeads, artificial fragrances and colours.

The company provides complete transparency on all ingredients that go into its products.

Clean Beauty

The company does not use aggressive ingredients or synthetic chemicals in any of its products.

Healthy People

Full list of all ingredients for all products.

The company sells or manufactures products that are 100% free from artificial ingredients or chemicals.

100% Natural

The company uses 100% natural ingredients and does not use artificial ingredients or chemicals in any of its products.

A detailed breakdown of how the company's champions the community.

Serious Tissues

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