EP33: Running a sustainable toilet paper brand in the time of pandemic - No.2

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Not So Fun Facts

Americans consume 20% of the world’s toilet paper and use 100 lbs of toilet paper/year in the average 4-person household.

Founders

Samira Far

LAUNCHED

March 2019

Flagship Product

100% bamboo toilet paper

Funding

Bootstrapped!

HQ

Los Angeles, CA

No. 2 on In Good Hands

Background

Toilet paper uses a lot of trees. Back in 2009, a senior Natural Resources Defense Council (NRDC) scientist told The Guardian that making toilet paper from virgin wood pulp was “a lot worse than driving Hummers in terms of global warming pollution.” In 2010, the NRDC estimated that if every American household replaced just one virgin-pulp toilet paper roll with an alternative fiber roll, it would save over 400,000 trees.

Solution

Enter No.2 - the eco-friendly, strong, silky and chic TP alternative made from 100% bamboo to “save trees and your bottoms too.” The toilet paper is made from bamboo, one of the most sustainable materials on earth, and is biodegradable, has no added inks, dyes or scents, is septic-safe, and only uses recyclable packaging material.

Episode Brief

Samira Far, Founder and CEO of No. 2, joins Peter on this week’s episode to discuss:

  • The eureka moment

  • Navigating her “idea list” and why she chose No. 2

  • Bootstrapping one of the fastest growing DTC brands in the US

  • Running a toilet paper brand in the time of pandemic

  • The impact of COVID-19 on her business

  • Balancing the needs of current vs new customers

  • When brands should use vs avoid Amazon

  • How COVID-19 will affect different ecomm categories post-panic

  • The best idea in her idea graveyard

Credits

HOST

Peter Levin

PRODUCTION

Dan Mahoney

MUSIC

Eddie Knuckles

Peter Levin