Premium Ultra Strong Toilet Paper - 30 Rolls - up&up™
$26.49 ($0.36/100 count)
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- $2.69 - $2.99Lower price on select items4.6 out of 5 stars with 1451 ratings
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Guests are saying
This toilet paper has been a staple for many guests, praised for its softness and strength. However, recent changes in quality have led to disappointment, with reports of thinner sheets, smaller rolls, and increased lint. Despite these concerns, some guests still appreciate its affordability and decent performance compared to name brands. Guests are encouraged to consider their needs and preferences when choosing this product, as experiences may vary significantly.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.5 out of 5 stars with 8116 reviews
quality: 3.45 out of 5
softness: 3.66 out of 5
thickness: 3.64 out of 5
value: 3.43 out of 5
60% would recommend
975 recommendations
3 out of 5 stars
Thumbs down graphic, would not recommend
27 June, 2026Verified purchase
Quality has declined
Used to be comparable to charmin. Now they’re very thin! Cmon target :/
2 out of 5 stars
Thumbs down graphic, would not recommend
27 June, 2026Verified purchase
(no review title)
This used to be a reliable product. The last 2 times I've purchased, a good chunk at the end of the roll is 1 ply at most. Will not purchase again.
5 out of 5 stars
Thumbs up graphic, would recommend
22 June, 2026Verified purchase
(no review title)
This is our favorite TP, as a family with four younger children this doesn’t crumble (strong) and is soft! Makes clean up easy for all ages.
1 out of 5 stars
19 June, 2026Verified purchase
(no review title)
Now it’s super thin and falls apart
1 out of 5 stars
Thumbs down graphic, would not recommend
11 June, 2026Verified purchase
Used to be good
I have gotten this paper for several years now. I've noticed changes a few times before that each led to a decrease in quality, but the most recent change is abysmal. I run out of paper much faster, and the plys constantly seperate and are very thin. This toilet paper was one of the only things that kept me shopping at Target, but they have finally forced me to look for an alternative elsewhere.
5 out of 5 stars
9 June, 2026Verified purchase
(no review title)
Buy extra products that good
1 out of 5 stars
Thumbs down graphic, would not recommend
1 June, 2026Verified purchase
This was not a change for the better!
They changed the paper. It is not as soft as the previous version.
2 out of 5 stars
Thumbs down graphic, would not recommend
1 June, 2026Verified purchase
(no review title)
Plys come apart too easily. Quality used to be great and this is the second time in a row it was subpar.
4 out of 5 stars
Thumbs up graphic, would recommend
27 May, 2026Verified purchase
(no review title)
Nowadays, most toilet paper is very thin and bad quality. This one meets the expectations of good quality.
3 out of 5 stars
21 May, 2026Verified purchase
(no review title)
The paper is soft, however it’s loosely rolled and honestly a roll doesn’t seem to last as long as they used to.
1 out of 5 stars
Thumbs down graphic, would not recommend
19 May, 2026Verified purchase
Quality went way down. Disappointing.
We’ve used this toilet paper since 2020 for our family of 6, but the quality went way downhill in 2025. It feels more like sandpaper now, the 2-ply layers aren’t always aligned correctly so the roll comes off weird, feels thinner, and also has messy fluff that gets everywhere. The rolls are also smaller. So disappointing because this was my go-to, but the quality is so drastically different that we have officially switched to another brand.
5 out of 5 stars
Thumbs up graphic, would recommend
14 May, 2026Verified purchase
(no review title)
muy buen producto
1 out of 5 stars
Thumbs down graphic, would not recommend
9 May, 2026Verified purchase
The worst toilet paper ever now
I used to like this toilet paper, but it changed at some point (2025?) and now it is the worst toilet paper I have ever bought. It’s thin, difficult to get off the roll, and falls apart constantly. I’m not a wasteful person, but I actually ended up using about a third of this package before I gave up and bought a new, different brand. Literally the only time in 30 years of buying toilet paper that I’ve done that.
5 out of 5 stars
4 May, 2026Verified purchase
(no review title)
The best!
1 out of 5 stars
Thumbs down graphic, would not recommend
25 April, 2026Verified purchase
Dont buy! It makes an absolute mess!
We used to get this up and up brand of 2ply toilet paper every time. The past two times it has fuzz all in it. Like extra white fluff fuzz that gets all over the bathroom when used. It’s a mess!!! I don’t know what changed but we will be switching for sure! This is such a mess!
2 out of 5 stars
Thumbs down graphic, would not recommend
18 April, 2026Verified purchase
(no review title)
Gummy paper when wet/tears easily
5 out of 5 stars
Thumbs up graphic, would recommend
16 April, 2026Verified purchase
(no review title)
Like how soft it is.
1 out of 5 stars
Thumbs down graphic, would not recommend
15 April, 2026Verified purchase
Like sand paper
We've been buying this toilet paper for years, but the most recent rolls are very scratchy. It's like sand paper! Target has been making changes to this product, first they reduced the thickness then redused the size. And now it is no longer usable. We're going to a different brand.
2 out of 5 stars
Thumbs down graphic, would not recommend
9 April, 2026Verified purchase
So dusty! Yuck!!
This toilet paper is covered in tiny pieces and leaves tp fuzz everywhere. It's awful! As soon as someone touches the roll there's dust all over the floor and drawers we have next to it. It leaves tons of pieces on your skin as well. It is soft though- the only reason for 2 stars.
1 out of 5 stars
Thumbs down graphic, would not recommend
1 April, 2026Verified purchase
Recently changed--terrible now
I’ve been using this for five years and loved it. However, it has recently changed. The two packages I just bought are very different; they are rougher and thinner and after a few days of use, caused a lot of irritation. I’m so disappointed.