Soft toilet paper

Charmin Ultra Soft Mega XL Toilet Paper has the best record for softness: 34 of 34 shoppers said it felt soft, and none called it rough. Quilted Northern Ultra Soft & Strong Toilet Paper is also unanimous at 23 of 23, and Charmin Ultra Soft Toilet Paper follows at 31 of 32. Every roll here scored well on softness, so strength, lint and price may be what decides it for you.

  • 341 store reviews counted
  • Target shoppers
  • Nov 2024 to Oct 2026

Updated . How we count

Did it feel soft? What shoppers said
  1. Charmin Ultra Soft Mega XL Toilet Paper 34 said either way
  2. Quilted Northern Ultra Soft & Strong Toilet Paper 23 said either way
  3. Charmin Ultra Soft Toilet Paper 32 said either way
  4. Quilted Northern Ultra Plush Toilet Paper 36 said either way
  5. Charmin Ultra Strong Toilet Paper 33 said either way
  6. Cottonelle Ultra Comfort Toilet Paper 37 said either way
  7. Cottonelle Ultra Clean Toilet Paper 36 said either way

Share of shoppers who stated an outcome for softness. Ranked by the lower bound of a 90% confidence interval, so a product needs both a good share and enough reports to rank high.

Charmin Ultra Soft Mega XL Toilet Paper Best record Charmin Ultra Soft Mega XL Toilet Paper 34 of 34 say it feels soft See price & reviews on Amazon
What stands out

Soft and strong can go together: 74% of Quilted Northern Ultra Soft & Strong reviews also praise its strength, compared with 29% for the Charmin Mega XL rolls.

The ranking, product by product

Praise and complaints are the points shoppers repeat most, shown as a share of each product's counted store reviews.

1 Charmin Ultra Soft Mega XL Toilet Paper

Charmin

Ultra Soft Mega XL Toilet Paper

34/34 say it feels soft

Softness praise is unanimous for these big Mega XL rolls: 34 of 34 shoppers called them soft. 11% of reviews mention lint left behind, and reviews copied from Charmin's site are cooler at 3 of 5, which we show but don't count.

What shoppers praise

  • Strong 29%
  • Roll lasts 13%
  • Good value 5%

What shoppers complain about

  • Leaves lint or bits 11%
  • Too expensive 5%
Where shoppers said it
  • Target 34 of 34
  • Brand site 3 of 5 shown, not counted
2 Quilted Northern Ultra Soft & Strong Toilet Paper

Quilted Northern

Ultra Soft & Strong Toilet Paper

Best for soft and strong

23/23 say it feels soft

Every shopper who weighed in found it soft (23 of 23), and 74% of reviews say it holds together too. 44% add that a roll goes a long way.

What shoppers praise

  • Strong 74%
  • Roll lasts 44%
  • Good value 22%
  • No lint or bits 15%

What shoppers complain about

  • Too expensive 11%
Where shoppers said it
  • Target 23 of 23
  • Brand site 6 of 7 shown, not counted
3 Charmin Ultra Soft Toilet Paper

Charmin

Ultra Soft Toilet Paper

31/32 say it feels soft

The regular Ultra Soft rolls nearly match the Mega XL version, at 31 of 32. 25% of reviews say it's strong as well.

What shoppers praise

  • Strong 25%
  • Good value 11%
  • Roll lasts 8%
  • Fine for plumbing 6%

What shoppers complain about

  • Leaves lint or bits 6%
  • Too expensive 6%
Where shoppers said it
  • Target 31 of 32
  • Brand site 6 of 8 shown, not counted
4 Quilted Northern Ultra Plush Toilet Paper

Quilted Northern

Ultra Plush Toilet Paper

34/36 say it feels soft

Plush lives up to its name for 34 of 36 shoppers. A few disagree: 5% found it rough, and 10% mention lint left behind.

What shoppers praise

  • Strong 33%
  • Good value 15%
  • Roll lasts 10%
  • No lint or bits 5%

What shoppers complain about

  • Leaves lint or bits 10%
Where shoppers said it
  • Target 34 of 36
  • Brand site 6 of 8 shown, not counted
5 Charmin Ultra Strong Toilet Paper

Charmin

Ultra Strong Toilet Paper

31/33 say it feels soft

Strength is in the name, but softness holds up too, with 31 of 33 shoppers saying it felt soft. Reviews copied from Charmin's site agree at 8 of 8, which we show but don't count.

What shoppers praise

  • Strong 55%
  • No lint or bits 18%
  • Roll lasts 13%
  • Good value 5%
  • Fine for plumbing 5%

What shoppers complain about

  • Thin or tears 5%
  • Too expensive 5%
Where shoppers said it
  • Target 31 of 33
  • Brand site 8 of 8 shown, not counted
6

Cottonelle

Ultra Comfort Toilet Paper

33/37 say it feels soft

More shoppers weighed in on softness for this roll than for any other here (37), and 33 of 37 said it felt soft. The rest called it rough or scratchy, and 48% of reviews praise its strength.

What shoppers praise

  • Strong 48%
  • Good value 15%
  • No lint or bits 10%

What shoppers complain about

  • Leaves lint or bits 8%
Where shoppers said it
  • Target 33 of 37
  • Brand site 9 of 10 shown, not counted
7 Cottonelle Ultra Clean Toilet Paper

Cottonelle

Ultra Clean Toilet Paper

Best for value for money

32/36 say it feels soft

32 of 36 shoppers found it soft, and 22% of reviews call it good value. 5% feel the rolls run out fast.

What shoppers praise

  • Strong 30%
  • Good value 23%
  • Roll lasts 18%
  • No lint or bits 8%
  • Fine for plumbing 5%

What shoppers complain about

  • Rolls run out fast 5%
Where shoppers said it
  • Target 32 of 36
  • Brand site 7 of 8 shown, not counted

Where these numbers come from

The 7 products ranked here carry 30,086 reviews at Target. We read the newest reviews of each product (up to a thousand per listing), kept the ones that talk about softness, and counted up to 40 per product, posted between Nov 2024 and Oct 2026.

A review counts only when the reviewer used the product themselves. We drop reviews written in exchange for a free product or a sweepstakes entry (0 on this page), and products that are no longer sold.

Target also shows reviews first posted on brands' own websites. We show them on product cards but never count them, because brand-site reviews run more positive than store reviews of the same products.

Because we searched for the problem, people who had it are overrepresented. Compare products with each other rather than reading a share as your own odds.

We count what shoppers report. Nothing here is safety advice: use heaters, fans and other appliances as the maker's manual says.

Amazon buttons appear only on products that most shoppers here say fix the problem (at least 60%, with enough reviews to trust it). Everything else gets no buy link.

An AI model labels each review against a fixed list of points, and we spot-check the labels before publishing. We publish counts, never the reviews themselves.

Read the full method

Product pages we read

  1. Charmin Ultra Soft Mega XL Toilet Paper Target (38 reviews counted)
  2. Quilted Northern Ultra Soft & Strong Toilet Paper Target (27 reviews counted)
  3. Charmin Ultra Soft Toilet Paper Target (36 reviews counted)
  4. Quilted Northern Ultra Plush Toilet Paper Target (40 reviews counted)
  5. Charmin Ultra Strong Toilet Paper Target (40 reviews counted)
  6. Cottonelle Ultra Comfort Toilet Paper Target (40 reviews counted)
  7. Cottonelle Ultra Clean Toilet Paper Target (40 reviews counted)

Questions buyers ask

Which toilet paper is the softest?

Charmin Ultra Soft Mega XL Toilet Paper has the best record (34 of 34), with Quilted Northern Ultra Soft & Strong Toilet Paper (23 of 23) and Charmin Ultra Soft Toilet Paper (31 of 32) right behind.

Is Cottonelle toilet paper soft?

Yes, for the large majority who weighed in. Cottonelle Ultra Comfort Toilet Paper came in at 33 of 37 and Cottonelle Ultra Clean Toilet Paper at 32 of 36, a little behind the Charmin and Quilted Northern rolls.

Charmin Ultra Soft or Quilted Northern Ultra Plush?

Both feel soft to nearly everyone who weighed in: Charmin Ultra Soft Toilet Paper at 31 of 32 and Quilted Northern Ultra Plush Toilet Paper at 34 of 36. Lint comes up a bit more for the Quilted Northern, in 10% of reviews against 6%.

Which soft toilet paper is good value?

Value praise comes up often for Cottonelle Ultra Clean Toilet Paper, in 22% of reviews, and 32 of 36 said it felt soft. Quilted Northern Ultra Soft & Strong Toilet Paper also gets value praise from 22%.

Related problems

Toilet paper Toilet paper that doesn't leave lint Top pick: Reel Premium Bamboo Toilet Paper 252 shopper reports Paper towels Paper towels that are strong and absorbent Top pick: Brawny Tear-A-Square Paper Towels 271 shopper reports

HiveTried earns a commission when you buy through the "See price & reviews on Amazon" buttons. It never changes the ranking: the order comes from buyer reports only, and a product gets an Amazon button only when buyers here say it works.