Overview

• Pastel-coloured toilet paper that once matched bathroom suites has largely disappeared from UK supermarket aisles.
• The decline unfolded gradually over years rather than through a single decision or trigger.
• Reports linked dyes in coloured rolls to skin irritation, allergies and urinary tract infections, steering shoppers toward white paper.
• Dyeing adds water and energy use and often involves less biodegradable dyes, while minimalist bathroom styles reduced demand for colour-matched accessories.
• During the 2020 shortage, producers prioritised high-volume uncoloured stock, and coloured rolls now survive mainly as niche online purchases.