Consumer Reports found that just because facial tissues are advertised as strong or soft don't mean they are.
"You can't rely on a name's claim," Consumer Reports says in its August issue. "Ology Soft & Strong was one of the least strong; [CVS brand] Total Home Soft & Strong was among the least strong."
In the magazine's tests of tissues, a machine was used to gauge strength and human hands were used to test softness.
The highest-rated products were Puffs Ultra Soft & Strong and Kleenex Lotion Aloe & E.
The three products with the lowest ratings among the 18 tested were all store brands: Whole Foods' 365 Everyday Value, Walmart's Great Value and Walgreen's Ology Soft & Strong.
Consumer Reports said tissues with lotion tested well overall, but "some without it are very soft."
Kleenex Ultra Soft, without lotion, was a bit softer than two products with lotion: Puffs Plus Lotion and Kleenex Cool Touch.
The magazine also found the number of plies may not matter, as Puffs Ultra Soft & Strong, which has two plies, rated higher than all six products with three-plies.
Here is a list of Consumer Reports' 18 tested products, starting with the highest-ranking products, and their cost per 100.
1. Puffs Ultra Soft & Strong: $1.69
2. Kleenex Lotion Aloe & E: $1.36
3. Puffs Plus Lotion $2.52
4. Kleenex Ultra Soft: $1.39
5. Puffs Basic: $1.21
6. Kleenex Cool Touch: $2.65
7. Up & Up Aloe & Vitamin E Lotion (Target): $1.87
8. Total Home Ultra Soft Lotion Aloe & Vitamin E (CVS): $2.65
9. Great Value Lotion (Walmart): $1.12
10. Kirkland Signature (Costco): $1.23
11. Kleenex: $1.04
12. Up & Up Everyday (Target): $0.99
13. Total Home Soft & Strong (CVS): $2.21
14. Nice (Walgreens): $1.00
15. Scotties: $0.83
16. 365 Everyday Value (Whole Foods) $0.93
17. Great Value (Walmart) $0.92
18. Ology Soft & Strong (Walgreens): $1.08