Squatty Potty
Squatty Potty is a US consumer products company that designs, markets, and distributes ergonomic toilet stools and adjacent bathroom wellness accessories through direct e-commerce, Amazon, retail partners, wholesale, and healthcare-provider channels.
- Company typePrivate
- Founded2011
- HeadquartersSaint George, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Squatty Potty does
Squatty Potty is a US-based personal care consumer products company that designs, markets, and distributes ergonomic bathroom stools and adjacent toilet-accessory products. Its core technology is a stool geometry - approximately 35 degrees of foot elevation - intended to relax the puborectalis muscle and straighten the recto-anal angle, enabling more complete and less straining elimination compared with conventional 90-degree seated posture. The flagship Original plastic stools come in 7" and 9" heights (from $22.99), and the catalog has expanded to folding stools in bamboo, teak, oak, and eucalyptus (Oslo and Stockholm lines), luxury variants in Carrara Marble, acrylic Slim Ghost, and Slim Teak (up to $89.99), a children's Potty Pet Cub stool, plus accessories including INDA GD4-certified flushable wipes, Toilet Paper Foam, Refresh-It dual-stream bidet, Invisibrush, Travel Porta Squatty, and enema coffee.
The company operates a hybrid distribution model: direct-to-consumer e-commerce via a Shopify storefront at squattypotty.com (its primary channel), Amazon marketplace sales, physical retail placement in chains such as Bed Bath & Beyond, a wholesale/B2B program with a dedicated sign-up page, and a Healthcare Provider channel for clinical recommendations and bulk orders. Revenue is generated primarily through one-time consumer product purchases, supplemented by a recurring flushable-wipes subscription (20% off bi-weekly, 10% off monthly) and a Bundle Builder merchandising tool offering up to 20% off multi-product bundles.
Squatty Potty was founded by Bobby and Judy Edwards and built mainstream recognition through a 2016 appearance on ABC's Shark Tank and a viral rainbow-unicorn video produced by the Harmon Brothers, an event the company cites as generating over 600% online sales growth. The brand reports over 8 million stools sold worldwide and currently operates as a wholly-owned subsidiary of Aterian, Inc. following a $19 million asset sale completed in May 2021.
Squatty Potty firmographics
Firmographics- Name
- Squatty Potty
- Legal name
- Squatty Potty
- Website
- https://squattypotty.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Squatty Potty is a US consumer products company that designs, markets, and distributes ergonomic toilet stools and adjacent bathroom wellness accessories through direct e-commerce, Amazon, retail partners, wholesale, and healthcare-provider channels.
- Ownership category
- akta.pro rank
Squatty Potty industry classification
Industry- Product category
- Bathroom Wellness Products
- NAICS
- Plastics Plumbing Fixture Manufacturing (326191)
- SIC
- Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)
- akta.pro primary industry
- Bathroom Organization Retail (Shower Caddies, Over-toilet, Vanity organizers) (CRAIAJAM)
Keywords
Where Squatty Potty is headquartered
LocationHeadquarters
- HQ city
- Saint George
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Squatty Potty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: Direct-to-consumer sales through squattypotty.com website, selling toilet stools, accessories, and bathroom essentials. One-time product purchases with optional subscription for consumables like flushable wipes.
- Subscription (Flushable Wipes): Subscribe and save program offering recurring deliveries of flushable wipes with discounts (20% off bi-weekly, 10% off monthly).
- Wholesale/B2B: Wholesale distribution to retailers and business customers through B2B program.
- Marketplace Sales: Sales through Amazon and other marketplace platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Flushable Wipes - One-time purchase |
| Subscription | Monthly | Flushable Wipes - Subscription |
| Unit Pricing | Pay-as-you-go | Simple Toilet Stool |
| Unit Pricing | Pay-as-you-go | Original 7-inch Stool |
| Unit Pricing | Pay-as-you-go | Original 9-inch Stool |
| Unit Pricing | Pay-as-you-go | Luxury Stools (Carrara Marble) |
| Unit Pricing | Pay-as-you-go | Luxury Stools (Slim Ghost) |
| Unit Pricing | Pay-as-you-go | Luxury Stools (Slim Teak) |
| Unit Pricing | Pay-as-you-go | Folding Stools (Oslo Bamboo) |
| Unit Pricing | Pay-as-you-go | Folding Stools (Stockholm Bamboo) |
| Unit Pricing | Pay-as-you-go | Travel Porta Squatty |
| Unit Pricing | Pay-as-you-go | Refresh-It Bidet |
| Unit Pricing | Pay-as-you-go | Toilet Paper Foam |
| Unit Pricing | Pay-as-you-go | Enema Coffee 1lb |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
Squatty Potty product offering
Product offeringCore offering
Squatty Potty designs, manufactures, and sells ergonomic toilet stools that elevate the user's feet into a 35-degree squat position to relax the puborectalis muscle and straighten the colon for more complete elimination. The product range spans plastic originals (7" and 9"), folding wooden stools (Oslo/Stockholm in bamboo, teak, oak, eucalyptus), luxury marble and acrylic variants, kid's stools, and travel stools, complemented by bathroom accessories such as flushable wipes, toilet paper foam, a dual-stream bidet, and a hidden toilet brush.
Product overview
Squatty Potty offers a comprehensive bathroom wellness product line centered around toilet stools that enable proper squatting posture for improved digestive elimination. The core product line includes Original plastic stools in 7" and 9" heights, the Folding Stools collection (Oslo series in bamboo, teak, oak, and eucalyptus materials, plus Stockholm bamboo), Luxury Stools (Carrara Marble and Slim Ghost acrylic), Slim Stools (Slim Teak), and Kid's Stools (Potty Pet Cub). Complementary accessories include Flushable Wipes, Toilet Paper Foam, Refresh-It Dual-Stream Bidet, Invisibrush Hidden Toilet Brush, Travel Porta Squatty, and Enema Coffee. The company also offers a Bundle Builder platform feature for customized multi-product purchases. All products are designed to help users achieve the optimal squatting position to relax the puborectalis muscle and promote natural, complete elimination.
Differentiator
Problem solved
Functional benefit
Products and services
- Original 7" Toilet Stool The flagship 7-inch plastic toilet stool that elevates feet into a squat position to relax the puborectalis muscle for easier, more complete elimination. Designed for general consumers seeking improved bathroom posture.
- Original 9" Toilet Stool Taller 9-inch plastic toilet stool designed for advanced squatters or comfort-height toilets, providing the same squat-posture benefit as the 7-inch original.
- Oslo Bamboo Folding Stool Space-saving folding toilet stool made from natural bamboo, designed to fit beneath toilets or fold flat for storage.
- Oslo Teak Folding Stool Stylish folding toilet stool made from teak wood with a space-saving design that folds flat for easy storage.
- Oslo Oak Folding Stool Folding toilet stool crafted from oak wood, designed for convenience with space-saving flat storage capability.
- Oslo Eucalyptus Folding Stool Folding toilet stool made from eucalyptus wood, offering a stylish and space-saving bathroom solution.
- Stockholm Bamboo Folding Stool Folding bamboo toilet stool featuring a squeeze-hinge design for quick deployment and storage; the Shark Tank-featured model.
- Slim Teak Stool Modern sculpted toilet stool in teak wood with a minimalist design to complement contemporary bathrooms.
- Slim Ghost Acrylic Stool Sleek, transparent acrylic minimalist toilet stool offering all squatting benefits with an understated design.
- Carrara Marble Luxury Stool Luxury toilet stool made from polyresin designed to emulate Italian Carrara marble, creating an elegant bathroom centerpiece at $89.99.
- Potty Pet Cub Kid's Stool Children's toilet stool featuring a two-step design to help kids feel secure on adult-sized toilets; doubles as a multipurpose step stool.
- Travel Porta Squatty Compact folding toilet stool designed for travel, fitting in suitcases and carry-ons under 15 inches when folded.
- Simple Toilet Stool Entry-level plastic toilet stool available in multiple colors, designed to improve bathroom posture at a low price point (from $22.99).
- Bamboo Flip Stool Versatile toilet stool that flips between 7" and 9" heights, offering adjustable positioning for different users.
- Flushable Wipes Plant-based, INDA GD4 certified flushable wipes infused with green tea, cucumber, and aloe vera for spa-fresh cleaning; available as one-time purchase or subscribe-and-save (20% off bi-weekly, 10% off monthly).
- Toilet Paper Foam Instant Wet Wipe Foam spray that turns regular toilet paper into instant wet wipes, made with real aloe vera for a soothing clean.
- Refresh-It Dual-Stream Bidet Dual-stream bidet attachment designed to reduce toilet paper use while keeping front and back clean.
- Invisibrush Hidden Toilet Brush Concealed toilet brush system designed for sleek bathroom cleaning.
- Enema Coffee 1lb USDA certified organic ground coffee for colon cleansing enema kits, supporting digestive health.
Quantifiable outcome
- 91% of users eliminate straining
- +4 more outcomes
Companies that use Squatty Potty
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
Squatty Potty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Squatty Potty partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights5 records
Squatty Potty competitors and assessment
Company assessmentDirect peers
- Tushy: Tushy sells bidet attachments and bathroom wellness products direct-to-consumer, occupying the same 'bathroom health/comfort' positioning and benefiting from a similar viral, humor-driven DTC marketing playbook. Directly comparable as a founder-led bathroom-wellness brand targeting the same health-conscious consumer.
- BioBidet: BioBidet is a manufacturer of bidet attachments and seats sold through retail and online channels, addressing the same 'modern toilet hygiene' problem that Squatty Potty's stool addresses from the posture angle. Comparable as an adjacent solution in the bathroom wellness category.
- LUXE Bidet: LUXE Bidet is a direct-to-consumer bidet attachment brand with strong Amazon presence, mirroring Squatty Potty's online-led distribution and budget-friendly hero product. Competes for the same 'improving the modern toilet experience' consumer.
- Brondell: Brondell manufactures and sells bidets, toilet seats, and bathroom hygiene products across multiple price tiers, overlapping with Squatty Potty's bathroom-wellness category and premium-product positioning. Comparable in product breadth, material variety, and multi-channel retail presence.
Broad incumbents
- OXO: OXO produces household and bathroom tools and accessories with universal-design principles, distributed through major retailers including Bed Bath & Beyond. Comparable in household-products branding, retail-distribution strategy, and broad product portfolio approach.
- Simplehuman: Simplehuman sells premium bathroom hardware and accessories (brushes, soap dispensers, trash cans) across a wide price range. Comparable as a broad bathroom-products brand with similar design-led, multi-material approach, but operates at much larger scale across many product categories.
- Cottonelle (Kimberly-Clark): Cottonelle (owned by Kimberly-Clark) sells flushable wipes and toilet paper, directly overlapping with Squatty Potty's flushable-wipes subscription product. Comparable as a flushable-wipes competitor with vastly greater scale and shelf presence.
- Wet Ones (Edgewell Personal Care): Wet Ones produces flushable and personal wipes sold through major retail channels, overlapping with Squatty Potty's wipes line and bundle offerings. Comparable as a mass-market personal-wipes brand with established retail distribution.
- Charmin (P&G): Charmin (owned by Procter & Gamble) dominates the toilet-paper and bathroom-comfort category with a household-name brand and humor-driven marketing similar in spirit to Squatty Potty's viral approach. Comparable as a mass-market bathroom-comfort brand with massive scale.
Emerging players
- Olly (Unilever): Olly is a digitally-native wellness brand offering digestive-health supplements, sharing the consumer-health-meets-lifestyle positioning that Squatty Potty targets from a physical-product angle. Comparable as a viral, design-forward wellness brand sold through DTC and major retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Squatty Potty social profiles
Digital presenceSquatty Potty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Squatty Potty leadership team
Management profileNumber of profiles
Profiles1 record
Squatty Potty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Squatty Potty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Squatty Potty
What does Squatty Potty do?
Squatty Potty designs, manufactures, and sells ergonomic toilet stools that elevate the user's feet into a 35-degree squat position to relax the puborectalis muscle and straighten the colon for more complete elimination. The product range spans plastic originals (7" and 9"), folding wooden stools (Oslo/Stockholm in bamboo, teak, oak, eucalyptus), luxury marble and acrylic variants, kid's stools, and travel stools, complemented by bathroom accessories such as flushable wipes, toilet paper foam, a dual-stream bidet, and a hidden toilet brush.
Is Squatty Potty a public or private company?
Squatty Potty is a private company. It is classified as corporate owned and is currently operating.
When was Squatty Potty founded?
Squatty Potty was founded in 2011. It employs 11 to 50 people.
Where is Squatty Potty based?
Squatty Potty is headquartered in Saint George, United States, in the North America region.
How does Squatty Potty make money?
Four revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are subscription (Flushable Wipes), wholesale/B2B and marketplace Sales.
Who are Squatty Potty's main competitors?
Direct peers on record are Tushy, BioBidet, LUXE Bidet and Brondell. Broad incumbents are OXO, Simplehuman, Cottonelle (Kimberly-Clark), Wet Ones (Edgewell Personal Care) and Charmin (P&G). Olly (Unilever) is listed as an emerging player.
Does Squatty Potty have an API?
No public API is recorded for Squatty Potty.
What industry is Squatty Potty in?
Squatty Potty's product category is Bathroom Wellness Products. Its primary akta.pro industry code is CRAIAJAM, Bathroom Organization Retail (Shower Caddies, Over-toilet, Vanity organizers). Its NAICS code is 326191 and its SIC code is 2540.