Who Owns Charmin?

• Parent Company: Procter & Gamble Company
• Ownership Type: Brand division
• Acquisition Year: 1957
• Company Type: Publicly Traded
• Stock Ticker: NYSE: PG

• Founded: 1928
• Founders: Hoberg Paper Company
• Acquired by Procter & Gamble Company: 1957

• Founded: 1837
• Headquarters: Cincinnati, Ohio, USA
• Company Type: Publicly Traded
• Stock: NYSE: PG
• Revenue: approximately $84 billion (FY2025)
• Employees: Approximately 107,000

Visit Procter & Gamble Company website

• Headquarters: Cincinnati, Ohio, USA
• Manufacturing / Operations: United States, Canada, Mexico, Europe, Asia

Charmin operates under Procter & Gamble's sustainability framework, with specific initiatives focused on responsible forestry, sustainable packaging, and environmental stewardship. As P&G's leading toilet paper brand, Charmin plays a significant role in the company's broader environmental commitments while facing unique challenges related to paper product sustainability and consumer expectations.

Forest Stewardship and Responsible Forestry: Charmin participates in Procter & Gamble's Forest Stewardship program, which the company began implementing in 2016. This commitment involves sourcing pulp from Forest Stewardship Council certified forests, ensuring responsible forest management practices. P&G's Forest Commodities Policy states the company is committed to no deforestation, citing the Food and Agriculture Organization (FAO) definition which excludes areas where trees have been removed as a result of harvesting or logging where forests are expected to regenerate naturally. This program represents P&G's effort to address environmental concerns while maintaining the paper supply needed for Charmin production.

Rainforest Alliance Partnership and Certification: Charmin has featured environmental certifications on its packaging, though this has evolved over time. From 2016 until recently, Charmin featured the Rainforest Alliance Certified seal on its packaging, signaling to consumers that P&G was making environmentally friendly efforts in production. When the Rainforest Alliance transitioned its certification business, P&G funded a new program called "Forest Allies" under the Rainforest Alliance brand in 2021, costing $250,000 per year. This allowed P&G to continue featuring a seal on its products, though the Forest Allies seal refers to a community of practice supporting forest communities in the tropics rather than the certification process. The difference between these seals has become a point of consumer confusion and legal scrutiny.

Carbon Reduction and Renewable Energy: Charmin manufacturing facilities benefit from P&G's ambitious climate goals, including a 65% reduction in Scope 1 and 2 GHG emissions by 2030 versus a 2010 baseline. As of June 30, 2024, P&G had achieved a 60% reduction in these emissions, reaching 2,152,000 metric tons from approximately 5,400,000 metric tons in FY 09/10. This reduction was achieved primarily through increased energy efficiency and purchasing renewable electricity, without using voluntary carbon offsets. P&G's renewable energy investments have earned recognition including a 2020 Green Power Leadership Award from the U.S. Environmental Protection Agency.

Product Innovation and Environmental Impact: Charmin formulations are developed using P&G's science-based Life Cycle Analysis (LCA) approach to understand environmental impact from cradle to grave. The company recognizes that paper products have significant environmental footprints throughout their lifecycle, from raw material sourcing through manufacturing, use, and disposal. Charmin continues to invest in product innovations that balance consumer comfort preferences with environmental responsibility, though the fundamental nature of disposable paper products presents ongoing sustainability challenges.

Supply Chain Sustainability: Charmin participates in P&G's comprehensive supply chain sustainability initiatives, focusing on responsible sourcing and supplier engagement. P&G has created a sustainability council with its largest suppliers to share best practices and establish new industry standards. The company reports Scope 3 emissions annually, with paper products representing significant portions of the company's environmental footprint in categories such as purchased goods and services, upstream transportation and distribution, and end-of-life treatment of sold products.

Packaging and Distribution Innovation: Charmin benefits from P&G's leadership in sustainable packaging innovation, particularly the ECOCLIC box for liquid laundry capsules, which won the 2023 Sustainability Award in the Renewable Materials category. While this innovation was developed for laundry products, it demonstrates P&G's commitment to reducing virgin plastic and developing more sustainable packaging solutions that could be applied to other product categories, including paper products.

Future Sustainability Direction: Charmin faces the ongoing challenge of balancing consumer demand for soft, comfortable toilet paper with increasing expectations for environmental sustainability. The brand is positioned to contribute to P&G's ongoing sustainability innovations while addressing the fundamental environmental concerns associated with disposable paper products. The combination of scientific product development and P&G's sustainability leadership creates opportunities to advance both consumer satisfaction and environmental performance in the toilet paper market.

Charmin has consistently received recognition for product quality, consumer satisfaction, and brand leadership in the toilet paper category. The brand's awards reflect its commitment to delivering the combination of softness, strength, and comfort that consumers expect from premium toilet paper products.

Product Excellence and Consumer Rankings: Charmin Ultra Soft was recognized as the best toilet paper of 2026 by Reviewed.com, earning the top position through comprehensive testing that evaluated softness, durability, and overall performance. The product was praised for being "the best of both worlds - it's soft and strong" and for providing "unparalleled comfort" while maintaining durability during use. This recognition demonstrates Charmin's success in achieving the delicate balance between comfort and functionality that consumers seek in toilet paper.

Consumer Trust and Brand Recognition: Charmin has maintained strong consumer trust and brand recognition throughout its 90+ year history, consistently ranking among the top toilet paper brands in independent testing and consumer surveys. The brand's iconic "Charmin bears" advertising characters, introduced in 1972, have become cultural symbols that contribute to brand recognition and consumer loyalty. These advertising characters represent different varieties and benefits of Charmin toilet paper, helping consumers identify the right product for their needs.

Technical Performance Awards: Charmin products have received recognition for their technical performance in independent testing conducted by consumer organizations and testing laboratories. The brand's ability to combine softness with strength has been consistently acknowledged by product testing organizations, which evaluate factors such as tear resistance, absorbency, dissolution rate, and overall user experience. Charmin Ultra Soft and Charmin Ultra Strong have both received recognition for excelling in different aspects of toilet paper performance.
Market Leadership and Innovation: As P&G's leading toilet paper brand, Charmin contributes to the company's recognition as a leader in the household paper products category. The brand's continuous innovation in product development, including the introduction of different varieties for specific consumer preferences, has been acknowledged by industry analysts and consumer publications. Charmin's ability to maintain market leadership while adapting to changing consumer preferences demonstrates effective brand management and product development strategies.

Quality and Manufacturing Excellence: Charmin manufacturing processes have received recognition for quality control and consistency, reflecting P&G's investment in manufacturing technology and quality assurance systems. The brand's ability to produce consistently soft, absorbent, and durable toilet paper across different product varieties has been acknowledged by quality assessment organizations and consumer testing groups.

Consumer Satisfaction Awards: Charmin consistently ranks highly in consumer satisfaction studies and owner experience surveys, particularly among consumers who prioritize comfort and softness in toilet paper. The brand's customer service and product availability have received recognition for creating a reliable and accessible shopping experience. Consumer organizations have praised Charmin for delivering premium performance at accessible price points across different product lines.

Longevity and Heritage Recognition: Charmin's continuous presence in the market since 1928 has earned recognition for brand longevity and adaptation. The brand's ability to evolve from its original introduction by the Hoberg Paper Company to its current position as P&G's premium toilet paper brand demonstrates successful brand management and product evolution over nearly a century of market presence.

Charmin has faced significant controversies related to environmental marketing claims and sustainability practices, particularly concerning deforestation and greenwashing allegations. These issues have led to legal challenges and consumer scrutiny, impacting the brand's reputation for environmental responsibility.

Greenwashing Lawsuits (2025-2026): Charmin and parent company Procter & Gamble faced multiple class-action lawsuits beginning in January 2025, with seven separate actions initiated in six federal district courts by April 2025. Hagens Berman attorneys filed these lawsuits alleging that P&G made misleading environmental claims on Charmin toilet paper packaging and marketing materials. The lawsuits accused the company of intentionally misleading consumers about the environmental impact of its products while allegedly participating in environmentally damaging practices, including widespread deforestation behind a "greenwashed facade. These legal challenges represent significant scrutiny of Charmin's environmental marketing claims and sustainability practices.

Rainforest Alliance Certification Controversy: A major controversy emerged regarding Charmin's use of environmental certification seals. After the Rainforest Alliance transitioned its sustainable forestry certification business to another organization, P&G could no longer feature the Rainforest Alliance Certified seal. Instead, the company allegedly commissioned a lookalike "Forest Allies" seal and funded a $250,000 per year program under the Rainforest Alliance brand. The difference between the certification and community practice seals was never clearly communicated to consumers, leading to accusations of deceptive marketing. Charmin continued featuring the obsolete "Rainforest Alliance Certified" seal on its "Charmin Sustainability Promise" website, further complicating the situation.

Environmental Impact and Deforestation Concerns: Environmental organizations and consumer advocacy groups have challenged Charmin's environmental claims, particularly regarding the brand's contribution to deforestation. The Natural Resources Defense Council (NRDC) and other environmental groups have highlighted that major toilet paper brands, including Charmin, have failed sustainability tests and rely on forest destruction for raw materials. These organizations have raised concerns about the environmental impact of disposable paper products and the need for more sustainable alternatives in the bathroom products category.

Consumer Trust and Marketing Transparency: The greenwashing lawsuits have damaged consumer trust in Charmin's environmental claims and marketing transparency. Consumers who specifically seek eco-friendly bathroom products have expressed frustration and disappointment upon learning about the alleged discrepancies between Charmin's marketing claims and actual environmental practices. This has led to increased scrutiny of all P&G paper products' environmental marketing and sustainability claims.

Regulatory Scrutiny and Compliance: Charmin's marketing practices have attracted attention from regulatory bodies and consumer protection agencies regarding environmental advertising claims. The lawsuits have raised questions about the adequacy of current regulations governing environmental marketing claims and whether stronger oversight is needed to prevent misleading environmental advertising in the paper products category.

Industry-Wide Paper Product Sustainability Challenges: Charmin's controversies reflect broader challenges in the toilet paper and paper products industry regarding sustainability. The fundamental nature of disposable paper products presents inherent environmental challenges, and brands across the industry face similar scrutiny regarding deforestation, carbon footprint, and waste generation. Charmin's position as a market leader makes it a particular target for environmental advocacy and legal challenges.

Brand Reputation and Market Impact: The controversies have affected Charmin's reputation among environmentally conscious consumers and could impact market share among consumers who prioritize sustainability in their purchasing decisions. The brand faces the challenge of addressing these concerns while maintaining its market position and consumer base that values comfort and performance above environmental considerations.

Legal and Financial Implications: The class-action lawsuits against P&G regarding Charmin's environmental marketing claims could result in significant financial penalties and required changes to marketing practices. These legal challenges may also require P&G to invest in more sustainable sourcing practices and improve transparency in environmental reporting to address consumer and regulatory concerns.