The Rise and Fall of Izal Medicated Toilet Paper
For many people who grew up in Britain during the 1960s, 70s and 80s, one name still brings back uncomfortable memories: Izal.
The interesting thing is , you might not even associate the brand with toilet rolls if you grew up in parts of Africa like me. However, in the UK and parts of Europe, it was found in schools, hospitals, factories, railway stations or public toilets, Izal Medicated Toilet Paper became almost impossible to avoid. Its stiff, glossy sheets and distinctive antiseptic smell made it one of Britain’s most recognisable hygiene products.
Yet despite being remembered today as one of the least comfortable toilet papers ever made, Izal dominated the market for decades and only went out of production very recently in 2010. It was invented in the 1890s.
So how did a product famous for its lack of comfort become Britain’s leading toilet paper, and what lessons does its story hold for today’s cleaning and hygiene industry?
Born in an Era of Public Health
Izal wasn’t designed to be luxurious but to be hygienic.
Manufactured by Sheffield-based Newton, Chambers & Co., Izal was developed at a time when infectious diseases were still a major public health concern. Hygiene products were judged primarily on their ability to protect families from germs rather than provide comfort.
The paper was treated with Izal germicide, giving it strong antiseptic credentials that appealed to hospitals, councils, schools and other public institutions. Every sheet even carried the memorable reminder:
“Now Wash Your Hands.”
For a generation, Izal became synonymous with hygiene.
“Mother Knows Best”
One of Izal’s most memorable advertising campaigns centred around a simple message:
“Mother knows best.”
The adverts portrayed mothers as the guardians of family health, encouraging them to choose toilet paper that was not only soft but, more importantly, offered hygienic protection through Izal’s germicidal treatment. In an era when mothers made most household purchasing decisions, the campaign connected cleanliness with responsible parenting and family wellbeing.
Looking back today, the slogan perfectly captures the priorities of post-war Britain. Comfort was desirable, but protecting your family from germs came first.
Why Did Izal Last So Long?
Maybe the question is why did it stay in production so long? Looking back, it’s easy to ask why anyone tolerated such an uncomfortable product, the paper was hard, shiny and probably bruises your backside if you have too many frequent toilet visits.
The answer lies in the priorities at the time, hygiene came before comfort. Buyers believed disinfectant-treated paper offered greater protection against germs.
Institutional buying. Schools, hospitals, councils and transport operators purchased toilet paper in huge volumes, prioritising durability, hygiene and cost over comfort.
One of Izal’s unintended advantages was that very few people wanted to steal it and take it home. Its waxy, stiff surface made it long-lasting in public washrooms while reducing waste and theft.
Limited competition. Soft, quilted toilet tissue simply wasn’t the standard that it is today, so consumer expectations were very different.
The Beginning of the End
By the 1980s, Britain had changed considerably, consumers no longer wanted to choose between hygiene and comfort, they expected both.
New manufacturing techniques produced softer, multi-ply toilet tissue while improvements in sanitation reduced the need for antiseptic-treated paper. This meant more strict competitions.
Almost overnight, Izal’s greatest strength became its greatest weakness and the product that had once represented modern hygiene now felt outdated.
The Lasting Impact on the Cleaning Industry
Although Izal is often remembered with humour today, its contribution to hygiene shouldn’t be overlooked.
It helped reinforce the importance of:
- Washroom hygiene.
- Infection prevention.
- Handwashing awareness.
- Public health messaging.
- Hygiene standards in schools, hospitals and workplaces.
More importantly, Izal teaches us that customer expectations never stand still.
Today’s washroom users expect hygiene, comfort, sustainability and value all at once.
What Can Cleaning Businesses Learn?
For cleaning companies, the story of Izal carries an important lesson. Meeting hygiene standards is only part of the customer experience.
Whether you’re selecting consumables, specifying cleaning products or designing washroom services, people notice the details.
The best products evolve with customer expectations.
Final Thoughts
Few products have left such a lasting impression on British culture as Izal Medicated Toilet Paper.
It is remembered with equal measures of nostalgia, humour and disbelief, yet its story represents an important chapter in the history of cleaning and hygiene.
Perhaps the biggest irony is this: Izal won the toilet paper race by promising protection from germs. It lost it when people realised they no longer had to sacrifice comfort to achieve good hygiene.
For today’s cleaning industry, that’s a reminder that innovation isn’t just about solving yesterday’s problems, it’s about anticipating tomorrow’s expectations.
