Reel

What Reel does

Reel Products Inc. is a privately held, Santa Monica-based consumer goods company that designs, manufactures, and distributes sustainable household paper products under the Reel® brand. Founded in 2018-2019 by Livio Bisterzo and Derin Oyekan, the company launched with 100% bamboo-based, tree-free toilet paper and has since expanded into bamboo and recycled paper towels, bamboo facial tissues, the HoldOn compostable bags sub-brand, and the Loop plastic-free laundry detergent tiles sub-brand. Its underlying product technology centers on bamboo fiber processing, elemental chlorine-free (ECF) bleaching, FSC-certified sourcing, and through-air-drying (TAD) for paper towels, with products positioned as biodegradable, septic-safe, and free of dyes, inks, BPA, and PFAS. Reel is certified as a B Corporation and holds FSC, BPI, and TUV certifications, with carbon-neutral freight shipping achieved through Flexport and Carbonfund.org Foundation.

Reel monetizes through a hybrid DTC/retail model. Direct-to-consumer sales at reelpaper.com operate on a subscription-first basis (offering ~16% savings versus one-time purchase, flexible 4-16 week delivery cadence, free shipping, and cancellation flexibility) with one-time purchases available; wholesale is conducted through major national and regional grocery chains including Target, Whole Foods, Kroger/Fred Meyer, Gelson's, Harris Teeter, Erewhon, and Raley's, with a complementary B2B wholesale channel on the Faire marketplace. Target customer segments are eco-conscious consumers, families, and individuals with sensitive skin, all served through a horizontal segmentation approach.

The company claims 10,000+ retail locations, 15,195+ customer reviews averaging 4.9 stars, and cumulative impact of 188,152+ trees saved and 2,000,009+ single-use plastics eliminated. Marketing relies on a multi-channel mix of organic social (#reelpaper community), the Reel Talk blog, a $10-get-$10 referral program, a ShareASale affiliate network, influencer marketing on TikTok, earned media in major outlets, and email/SMS retention. Reel has raised capital across at least four funding events from 2019 through February 2024 (amounts undisclosed) and added a President & General Manager, signaling a transition toward scaled operating leadership.

Name

Reel

Legal name

Reel Products Inc.

Website

https://reelpaper.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Reel Products Inc. is a Santa Monica-based sustainable consumer goods company selling tree-free bamboo toilet paper, paper towels, facial tissues, compostable bags (HoldOn), and plastic-free laundry tiles (Loop) via DTC subscriptions and major retailers including Target, Whole Foods, and Kroger, targeting eco-conscious consumers and families.

Ownership category

akta.pro rank

Product category

Sustainable Household Paper Products

NAICS

Sanitary Paper Product Manufacturing (322291), Converted Paper Product Manufacturing (3222)

SIC

Papers & Allied Products (2600)

akta.pro primary industry

Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft) (CRAJAFAJ)

akta.pro secondary industries

Toilet Paper (CRAJAFAA), Paper Towels (CRAJAFAB), Recycled-Content & Sustainable Tissue/Hygiene Products (IMAMAGAK)

Keywords

• Bamboo toilet paper
• Sustainable paper products
• Tree-free household paper
• Compostable kitchen bags
• Plastic-free paper towels

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through reelpaper.com website with both subscription (recurring) and one-time purchase options. Subscription model offers 16% savings and free shipping with flexible delivery frequencies (every 4-16 weeks).
2. Retail Distribution: Products sold through major retail chains including Target, Whole Foods, Kroger, Fred Meyer, Gelson's, Harris Teeter, Erewhon, and Raley's providing wholesale revenue and expanded market reach.
3. Wholesale: Bulk/wholesale purchasing available through Faire marketplace for retailers and businesses.
4. Loop Laundry Products: Plastic-free laundry detergent tiles sold as standalone products, expanding product portfolio beyond paper goods into household cleaning category.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Reel manufactures and sells sustainable, tree-free bamboo and recycled paper household essentials — premium 3-ply bamboo toilet paper, through-air-dried bamboo and recycled paper towels, hypoallergenic bamboo facial tissues, HoldOn compostable plant-based kitchen and storage bags, and Loop plastic-free laundry detergent tiles. Products are sold direct-to-consumer via reelpaper.com (subscription and one-time purchase with free shipping) and through national and regional retailers including Target, Whole Foods, Kroger, and others, with all packaging plastic-free and certified compostable or recyclable.

Product overview

Reel is a sustainable household paper products company offering tree-free alternatives to traditional paper goods. The product portfolio centers on bamboo and recycled paper-based products including Reel Bamboo Toilet Paper (available in 12, 24, and 48 roll counts), Bamboo Paper Towels, Recycled Paper Towels, and Bamboo Facial Tissues—all featuring plastic-free packaging. The company also sells HoldOn Compostable Bags (sub-brand) including tall kitchen trash bags, small space bags, and Zipseal storage bags made from plant-based compostable materials. Additionally, Reel offers Loop laundry detergent tiles (sub-brand) in Free & Clear, Fresh Linen, and Amber Woods scents as a plastic-free alternative to liquid detergent and pods. Products are available via subscription or one-time purchase through the company's e-commerce site and at major retailers including Target, Whole Foods, and Kroger.

Differentiator

Problem solved

Functional benefit

Brands

• HoldOn: Compostable bags sub-brand including tall kitchen trash bags, small space trash bags, gallon zipseal bags, and sandwich bags made from plant-based materials.
• Loop

Products and services

• Reel Bamboo Toilet Paper Premium 100% bamboo, 3-ply toilet paper available in 12-, 24-, and 48-count box sizes. Tree-free, plastic-free, FSC-certified, septic-safe, and biodegradable; free of dyes, inks, BPA, and harsh chemicals. Sold by subscription (with ~16% savings and free shipping) or one-time purchase to eco-conscious households.
• Bamboo Paper Towels 100% bamboo paper towels made with through-air-drying (TAD) technology, 2-ply, chlorine-free, up to 50% thicker and 50% more absorbent than leading brands. 135 sheets per roll, 12 rolls per box. Sold by subscription or one-time purchase.
• Reel Recycled Paper Towels 100% recycled paper towels with minimum 80% post-consumer fiber, 2-ply for extra absorbency, 135 sheets per roll, made in the USA. Sold by subscription or one-time purchase.
• Reel Bamboo Facial Tissues

Quantifiable outcome

• Trees saved: 188,152+ (and counting)
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, major and supporting.

• FlexportcoreStrategic or Co-development Partner · 1 March 2022Freight forwarding partner helping Reel offset 100% of carbon emissions produced in overseas transportation through their carbon offset programs.
• Carbonfund.org FoundationcoreStrategic or Co-development Partner · 1 March 2022Carbon offset partner enabling Reel to achieve carbon neutral freight shipping by offsetting emissions from overseas transportation.
• One Tree PlantedcoreStrategic or Co-development Partner501C(3) nonprofit reforestation organization. With every 2 boxes sold, Reel plants a tree through this partnership. Projects span over 70 countries and are done in partnership with local communities. Over 52 million trees planted by the organization. Community input helps inform which reforestation projects Reel supports.
• TargetcoreChannel Partner/ Reseller/ DistributorReel became the first tree-free, plastic-free bamboo paper brand sold at Target in April 2021. Products available in-store and online nationwide at Target.com.
• Whole FoodsmajorChannel Partner/ Reseller/ DistributorPremium natural grocery retailer carrying Reel products for health-conscious and eco-conscious consumers.
• Kroger/Fred MeyermajorChannel Partner/ Reseller/ DistributorMajor grocery chain partnership providing wide retail distribution across supermarket locations nationwide.
• Gelson's, Harris Teeter, Erewhon, Raley'ssupportingChannel Partner/ Reseller/ DistributorRegional premium grocery and specialty food retailers offering Reel products to affluent, sustainability-focused consumer base.
• FairesupportingChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling bulk and wholesale purchasing of Reel products for retailers and businesses.
• ShareASalesupportingGTM or Marketing PartnerAffiliate marketing network enabling influencer and publisher partnerships to drive customer acquisition through referral commissions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Seventh Generation: Established sustainable household products brand owned by Unilever, offering paper towels, tissues, and cleaning supplies. Comparable end-market (eco-conscious households) with broader portfolio and significantly larger distribution.
• Cottonelle (Kimberly-Clark): Major toilet paper and paper towel brand from Kimberly-Clark with growing sustainability messaging. Represents the scale competitor Reel must differentiate against on sustainability and premium quality.
• Charmin (Procter & Gamble): Mass-market toilet paper and paper towel brand from P&G. Sets the category benchmark on price, distribution, and brand awareness; recent sustainability line extensions (e.g., recycled content) directly overlap with Reel's positioning.

Emerging players

• Betterway (formerly BWT): Direct-to-consumer bamboo toilet paper brand. Comparable emerging DTC competitor in the sustainable TP category.
• Dropps: Eco-friendly laundry and household cleaning brand with DTC and retail presence. Comparable as a sustainable household goods subscription brand in an adjacent category to Reel's Loop tiles.
• No. 2 (by Caboo's parent brand family): Earlier-stage sustainable paper brand with overlapping bamboo-based offerings. Comparable emerging player in the eco-friendly paper products category.

Direct peers

• Caboo: Bamboo-based toilet paper, paper towels, and facial tissues brand with similar sustainability positioning and DTC-first GTM. Directly comparable product portfolio.
• Bippy: Premium bamboo toilet paper brand sold via DTC and Amazon, targeting eco-conscious consumers. Closely comparable in product, sustainability claims, and price point.
• Cloud Paper: Sustainable paper products company selling bamboo toilet paper, paper towels, and tissues primarily via DTC subscription. Competes head-to-head with Reel on product, channel, and eco-conscious positioning.
• Who Gives A Crap: Direct competitor in the sustainable bamboo/recycled toilet paper space, selling 100% recycled or bamboo paper products via DTC subscription and retail. Highly comparable product line, mission, and GTM motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/reelpaperco
• YouTubeyoutube.com/channel/UCeOs1PeQv5DDheY3e4jDncg
• Facebookfacebook.com/reelpaper
• Instagraminstagram.com/reelpaper
• LinkedInlinkedin.com/company/reel-paper

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reel