Procter & Gamble introduces Charmin Forever Roll, a toilet paper made to last longer

Procter & Gamble, a global company known for its wide range of consumer goods, has unveiled a new innovation under its Charmin brand: the Charmin Forever Roll — a large-format toilet paper created to offer longer-lasting comfort and reduce the need for frequent roll changes.

Available for the first time both online and in stores nationwide, the Forever Roll is designed to eliminate one of the most common bathroom frustrations: running out of toilet paper at the worst possible moment. With 1,700 sheets per roll, it can last up to a month before needing replacement — 32 times more sheets than a standard Charmin roll.

“We know changing the roll all the time is a hassle. That’s why we created the Forever Roll, featuring the same soft, two-ply Charmin people love, but in a much bigger format,” said Jessica Hastings, Vice President of Charmin at Procter & Gamble. She added that the new roll “does the hard work so consumers don’t have to,” while also serving as a fun talking point at home.

 

Key features of the Forever Roll include:

• Fewer changes: lasts up to a month before replacement.
• Monumental design: when fully unrolled, it reaches the height of the Washington Monument.
• Ultra-soft comfort: maintains Charmin’s signature two-ply softness.
• Stylish setup: the starter kit includes two 12-inch rolls and a stainless-steel stand built to support its size.

With this launch, Charmin aims to modernize bathrooms and simplify daily routines, especially during the busy holiday season. A recent YouGov survey for Charmin found that:

• 79% of people say keeping toilet paper stocked is a top priority at gatherings.
• 40% feel more embarrassed asking for extra toilet paper than having food stuck in their teeth.
• 93% believe the best gifts are the ones people can actually use.
• Nearly 60% would be happy to receive toilet paper as a holiday gift.

The Charmin Forever Roll is now available in select stores and includes a 30-day money-back guarantee, allowing consumers to try it risk-free.