Both types of paper towels serve the same purpose and are the same quality. The choice between them mostly comes down to personal preference. Our classic white paper towels are whitened using an elemental chlorine free (ECF) process. Unlike traditional paper towels, which are whitened with bleach, ECF paper towels are whitened using a process that doesn't release toxic chlorinated substances into the environment and is more energy efficient.
Our natural browned paper towels skip the whitening process all-together! This means that production takes less resources (water, energy, whitening agents). The light brown, creamy (our designers call it cappuccino) hue comes from the natural bamboo pulp.
We launched with white paper towels because (through interviews with our customers) we discovered that far more people were willing to try alternative paper products if they were white. Our goal is to be in as many homes as possible promoting sustainability, so we chose to brighten our paper through a safe process to help people make an easy switch to tree-free.
As the brand grew, we asked our community to let us know if they were interested in brown paper towels. Sure enough, many of you said you'd love to have a natural pulp version, so we made it happen. 🙃