Toilet roll brand Cushelle has unveiled what it claims is the world’s first fully flushable magazine, designed for Britons who use bathroom breaks as a moment of escape.
The 30-page limited-edition publication, titled Porcelain, is printed entirely on the brand’s soft toilet tissue. Each page uses flush-friendly ink and is designed to be torn, used and flushed individually.
The launch follows a study of 2,000 adults which found that 74% of Brits regularly retreat to the bathroom for “me time”.
The research found that the average Brit visits the toilet six times a day, spending just over five minutes per trip. Over a year, this amounts to around seven full days.
Many visits are not driven by necessity. Respondents admitted to making nine trips a week purely to get away from daily pressures. Nearly a third of parents said they sometimes pretend they “need to go” to escape their children. A quarter use the bathroom to avoid their partner, while 22% use it to avoid colleagues.
Prince Harry’s memoir Spare ranked as Britain’s top toilet read, chosen by 10% of respondents. It was followed by How To Lose Friends and Alienate People by Toby Young and 1984 by George Orwell, both at 9%.
Behavioural psychologist Jo Hemmings said:“The toilet is one of the few places where people feel briefly removed from demands and social expectations, so they often gravitate toward books that are immersive, conversational or even a little provocative.
“A memoir like Spare fits that perfectly, it’s easy to dip in and out of, emotionally engaging, driven by personal storytelling and no coincidence that its title could also be interpreted as precious ‘spare’ time.”
The study found that 30% of Brits scroll for news while on the toilet. 14% read newspapers or magazines, and 7% take phone calls or video calls.
Jo Hemmings added:“Modern life is overwhelmingly noisy digitally, socially, emotionally. People are overstimulated and under-rested.
“The bathroom, uniquely, is a space where boundaries are culturally respected. Behind a closed door, you have permission to pause. People are not just relieving themselves; they are taking a moment for emotional regulation.
“Cushelle has tapped into a brilliant cultural insight. We are seeking those lost few minutes of privacy, and the idea of a fully consumable, single-use distraction is a stroke of genius.”
6 in 10 people said they have come up with their best ideas while on the toilet, and nearly half consider it more creative than the office.
More than a quarter said they have remembered the location of a lost item while there. 21% have come up with excuses, and 19% said they have had ideas that significantly impacted their work.
Some respondents reported major life decisions made during bathroom breaks. 6% realised they wanted children, 4% decided to marry their partner, and one in ten concluded it was time to get a dog.
Aberdeen was named Britain’s busiest bathroom city, with residents visiting the toilet 6.3 times a day. Cambridge residents spend the longest per visit, averaging six minutes.
Martina Poulopati, global master brand director at Essity, said:“Everyone deserves a few minutes of guilt-free softness in their day. If the bathroom is where Britain takes its ‘me time,’ we want to make it even better.
“Porcelain is playful, practical and perfectly embodies what it means to be selfishly soft. As a world-first in product sampling, it allows people to experience the softness of Cushelle in a way that’s never been done before. Read, relax, wipe and flush, all in one go. We’ve definitely flushed out a winner.”
A limited number of copies are available through giveaways on Instagram via Loos of London, Wilfred Webster Official, Corys World and Lauren Raker.
Cushelle advises users not to flush the entire magazine at once. Each page is designed to be 100% safe for flushing after use.
Top 10 favourite loo reads
- Spare – Prince Harry (10%)
- How to Lose Friends and Alienate People – Toby Young (9%)
- 1984 – George Orwell (9%)
- A Brief History of Time – Stephen Hawking (8%)
- Fever Pitch – Nick Hornby (7%)
- Being Jordan – Katie Price (7%)
- The Da Vinci Code – Dan Brown (7%)
- Pride and Prejudice – Jane Austen (6%)
- My Autobiography – Sir Alex Ferguson (6%)
- Bridget Jones’ Diary – Helen Fielding (6%)
Top 10 loo distractions
- Scroll for news – 30%
- Chat on WhatsApp – 19%
- Read newspapers – 14%
- Read a novel – 12%
- Read toiletry labels – 12%
- Take phone or video calls – 7%
- Drink tea or coffee – 6%
- Eat snacks – 6%
- Listen to podcasts – 6%
- Watch TV – 5%