Downey Jr. & Paltrow want you to ditch your old toilet paper

Over the past decade or so, folks have change into more and more all for the place their merchandise come from and whether or not they align with their values. Starbucks prospects can trace their coffee back to the farm the place it was grown; Patagonia will tell you where its Higher Sweater fleece was made.

However what about toilet paper? A brand new advert marketing campaign is hyping a start-up referred to as Flush, that wishes you to know which old progress forest you’re wiping with.

OK, probably not. Flush is, fortunately, utterly faux. However the marketing campaign is from an actual toilet paper start-up referred to as Cloud Paper, which makes TP and paper towels out of bamboo. Launched in 2019, Cloud Paper has a formidable record of backers, together with Marc Benioff, Mark Cuban, Robert Downey Jr.’s FootPrint Coalition Ventures fund, Ashton Kutcher, Gwyneth Paltrow, Man Oseary, CEO Hadi Partovi, Uber CEO Dara Khosrowshahi, NFL star Russell Wilson, and Ciara.


Cloud Paper cofounder Ryan Fritsch is hoping the juuuust about plausible absurdity of Flush will get folks’s consideration, not only for his personal model, however in regards to the deforestation perpetrated by Massive TP. “With Flush, we’re simply making an attempt to begin this dialog, get folks to cease and suppose a bit extra about why issues are the way in which they’re,” says Fritsch, who cofounded Cloud Paper after working in operations at Uber and freight startup Convoy. “Then we will have that dialog.”

When creating the faux advert, “we spent quite a lot of time on what the character and character of the CEO [would be], like the kind of one that would truly say they needed to be the Glossier of toilet paper,” says Fritsch. “We’re not making an attempt to mock it, however we did want it to pressure folks to ask, ‘Is that this actual?’”

Instagram apparently didn’t respect the dupe, taking down the Flush Instagram account on Tuesday, with out rationalization. (Quick Firm reached out to Instagram to affirm however didn’t obtain a reply at press time.)

Fritsch says toilet paper and paper towels are a $20 billion enterprise within the U.S., monopolized by three corporations: P&G (Charmin), Georgia-Pacific (Angel Comfortable, Quilted Northern), and Kimberly-Clark (Scott). However whereas a lot of the businesses’ advertising and marketing round sustainability focuses on replanting bushes, they supply from environmentally essential areas like Canada’s boreal forest.

That boreal forest is the biggest remaining forest on the planet, and in accordance to the Pure Sources Protection Council (NRDC), shops extra carbon acre for acre than another ecosystem apart from mangroves. Shelley Vinyard, the NRDC’s boreal company marketing campaign supervisor, instructed me final week that merely replanting clear reduce forests isn’t sustainable. “Anybody can inform the distinction between a Christmas tree farm and an old progress forest,” stated Vinyard. “Science exhibits that intact forests, forests which have by no means been logged earlier than, are critically necessary to staving off the worst results of the local weather emergency.”

And that’s the place Cloud Paper is available in. Bamboo is among the fastest-growing vegetation on the planet and might be harvested in as little as three years, making it a sustainable various to tree-based paper, whereas nonetheless matching its high quality and value.

Toilet paper is such a routine product that almost all of us don’t even give it some thought. That doesn’t give main corporations an incentive to change. “Toilet paper is a constant, regular enterprise,” says Fritsch. “These massive corporations are being hit from all angles, from the brand new pure deodorant to the brand new plastic-free toothpaste, and so forth. Toilet paper is on the backside of the record of issues they want to shake up, as a result of it’s such a money cow.”


There are different bamboo toilet paper opponents, together with Reel, Who Provides A Crap, Tushy, and Ecoboo. Then there are recycled choices like Unilever’s Seventh Era. However Fritsch says too many options don’t take sustainability far sufficient—like transport recycled toilet paper in plastic packaging—or are merely offshoots of bigger corporations that churn out the common stuff as nicely. Cloud Paper has used plastic-free packaging from the beginning, and buys double the carbon offsets that it makes use of in transport and distribution.

As for Flush, created with Portland, Oregon-based company Buena, Fritsch hopes it’s ready to assist carry the type of consideration to toilet paper that has lately been targeted on plastic and packaging. Cloud Paper is making an attempt to take a look at the lengthy recreation, past simply one other direct-to-consumer firm spamming you with Instagram advertisements.

“We want to push this narrative of going tree-free,” says Fritsch. “To rally broad, cultural assist round that, fairly than simply promoting as a lot TP as we will.”