Some Internet savy bathroom conoisseurs are already buying it online.
Portuguese paper producer Renova introduced what's believed to be the world's first ever black toilet paper in Spain and Portugal earlier this year.
And it has just put it into French shops.
Renova says it never expected the intensity of interest it's received from all over the world.
A roll will set you back about four dollars.
But buyers can rest assured they're using a colour the company describes as elegant, rebellious, alternative and eternally fashionable.