Cleaning things up, from the bottom up.

The Green Cheeks started at a changing table, not in a boardroom. After more than a decade in the paper and recycling industry, our founder watched his own child’s skin react to the chemicals hiding in everyday paper, and, on a trip across the Pacific, saw first-hand how much of what we throw away never really goes away.

Those two moments, one at home and one an ocean away, became a single stubborn idea: a household paper you never have to think twice about. Kind to the most sensitive skin, honest about what goes into it, and gentle on the planet it comes from. We are still a small UK family business, and we still weigh every decision the same way: would we put it in our own home?