PlantPaper
PlantPaper is a US-based direct-to-consumer manufacturer of FSC-certified bamboo toilet paper, paper towels, and facial tissues, sold primarily via subscriptions and through 500+ retail stockists across 45+ US states and Ontario, Canada.
- Company typePrivate
- Founded2016
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PlantPaper does
PlantPaper, operating as Plant Paper Inc. (Maryland, USA), is a direct-to-consumer household paper products company that manufactures and sells bamboo-based, chlorine- and toxin-free toilet paper, paper towels, and facial tissues. The company was founded in 2016 by Lee Reitelman with co-founders Scott, Josh, and Deeva, and is headquartered in Silver Spring, Maryland, with distribution shipped from two coastal warehouses. Products are made from 100% FSC-certified bamboo (species neosinocalamus affinis) sourced in southern China and are formulated without bleach, formaldehyde, PFAS, BPA, BPS, dioxins, or heavy metals; the line is lab-tested for 28 PFAS compounds with non-detect results. PlantPaper Towel uses proprietary Through-Air-Dried (TAD) technology applied to bamboo fibers, a claimed first in the category, and toilet paper features a 3-ply dual-sided embossed construction with sheets approximately 20% larger than conventional brands.
PlantPaper's go-to-market is anchored on a DTC subscription model at plantpaper.us, with delivery cadences between 4 and 24 weeks and a passwordless customer portal, supplemented by one-time purchases and free shipping on subscription orders within the contiguous US and Ontario, Canada. The company also operates an extensive retail stockist network of more than 500 locations across 45+ US states and Ontario, including natural food co-ops, zero-waste refilleries, and premium grocers such as Erewhon, alongside a wholesale program and an away-from-home (AFH) commercial channel serving boutique hotels, restaurants, and yoga studios.
The business is privately held with no disclosed institutional funding or parent company, and operates with a reported headcount of 1-10 employees. To date the company states it has delivered more than 50 million rolls and serves more than 500,000 daily users, supported by 5,000+ five-star reviews; in 2026 it expanded into paper towels with a TAD bamboo product. PlantPaper has been subject to an NAD advertising challenge from the American Forest & Paper Association regarding certain health and environmental claims, which it has voluntarily addressed.
PlantPaper firmographics
Firmographics- Name
- PlantPaper
- Legal name
- Plant Paper Inc.
- Website
- https://plantpaper.us
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PlantPaper is a US-based direct-to-consumer manufacturer of FSC-certified bamboo toilet paper, paper towels, and facial tissues, sold primarily via subscriptions and through 500+ retail stockists across 45+ US states and Ontario, Canada.
- Ownership category
- akta.pro rank
PlantPaper industry classification
Industry- Product category
- Sustainable Household Paper Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Papers & Allied Products (2600)
- akta.pro primary industry
- Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft) (CRAJAFAJ)
- akta.pro secondary industries
- Paper Towels (CRAJAFAB), Paper Handkerchiefs & Pocket Tissues (CRAJAFAG)
Keywords
Where PlantPaper is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PlantPaper business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel
Revenue model
- Direct-to-Consumer Subscription: PlantPaper generates revenue primarily through subscription-based purchases of toilet paper, paper towels, and tissues delivered recurring at customer-selected intervals (6-24 weeks). Subscriptions offer discounted pricing compared to one-time purchases, with free shipping included. The subscription model provides predictable recurring revenue with customer management through an online portal.
- One-time Product Purchases: Customers can purchase PlantPaper products as one-time orders without subscribing. Pricing is higher than subscription rates but offers flexibility for customers not wanting recurring deliveries.
- Wholesale and Retail Distribution: PlantPaper sells to retailers and businesses wholesale, with contact required for MOQs, pricing, and shipping times. The company supplies various retail stockists including natural food co-ops, boutique hotels, and restaurants across the US and Canada.
- Corporate/Away-from-Home (AFH): PlantPaper partners with businesses including hotels (Casetta Group), restaurants (Cafe Cluny, Cafe Luxembourg, Damian), and yoga studios (Sky Ting, Love Yoga) to supply their restrooms, targeting the commercial/institutional away-from-home market segment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Toilet Paper - 16 rolls (Space Saver) |
| Subscription | Multi-year contract | Toilet Paper - 32 rolls (Most Popular) |
| Subscription | Multi-year contract | Toilet Paper - 96 rolls (Best Value) |
| Subscription | Multi-year contract | Paper Towels - 30 rolls (smaller pack) |
| Subscription | Multi-year contract | Paper Towels - 30 rolls (larger pack) |
| Subscription | Multi-year contract | Facial Tissues - 12 boxes |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
PlantPaper product offering
Product offeringCore offering
PlantPaper manufactures and sells chlorine-free, toxin-free household paper products—3-ply toilet paper, paper towels, and facial tissues—made from 100% FSC-Certified bamboo. The company sells primarily through direct-to-consumer subscriptions on plantpaper.us, supplemented by one-time purchases, an extensive retail stockist network across the US and Canada, and wholesale supply to hospitality and commercial partners.
Product overview
PlantPaper is a direct-to-consumer household paper products company offering a portfolio of bamboo-based personal care products. The company sells three core products: PlantPaper (toilet paper), PlantPaper Towel (paper towels), and PlantPaper Facial Tissues. All products share a unified value proposition: made from 100% FSC-Certified carbon-neutral bamboo without bleach, formaldehyde, PFAS, or other toxic chemicals. Products are sold primarily via subscription with free shipping, and also available through retail stockists across the United States and Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- PlantPaper Toilet Paper Tree-free, toxin-free 3-ply toilet paper made from 100% FSC-Certified carbon-neutral bamboo, featuring a dual-sided embossed texture (silky side for gentle dabbing, grippy side for absorbency), 200 sheets per roll at 4.3" x 4.3" (approximately 20% larger than conventional sheets), lab-tested free of bleach, formaldehyde, PFAS, BPA, BPS, dioxins, and heavy metals, septic-safe, and packaged plastic-free. Targeted at health-conscious and environmentally-conscious consumers for daily household use.
- PlantPaper Towel (Paper Towels) First-of-its-kind tree-free paper towel employing Through-Air-Dried (TAD) technology applied to bamboo fibers, with 3-ply construction, 120 sheets per roll at 11" x 5.5", 30-40% more absorbent than leading recycled and alternative-fiber brands, holds more than 10x its weight in water, reusable 5+ times, made without bleach, formaldehyde, dyes, fragrances, or plastics, and shipped in 100% recycled and compostable packaging. Targeted at environmentally-conscious consumers seeking premium-performance paper towels.
- PlantPaper Facial Tissues Toxin-free, tree-free 3-ply facial tissues made from 100% FSC-Certified unbleached bamboo, with 60 sheets per box at 7.5" x 7.5", soft enough for sensitive skin, lab-tested free of bleach, formaldehyde, PFAS, BPA, BPS, dioxins, and heavy metals, and available as a standalone purchase or bundled with toilet paper subscription. Targeted at consumers with sensitive skin and allergies.
Quantifiable outcome
- 50 million+ rolls delivered to date
- +5 more outcomes
Companies that use PlantPaper
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
PlantPaper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PlantPaper partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Erewhon MarketcoreMultiple Erewhon locations across Southern California (Beverly Hills, Pasadena, Venice, Calabasas, Santa Monica, Manhattan Beach, Culver City, Studio City, West Hollywood, Glendale, Los Angeles) stock PlantPaper products in their paper goods/sustainability sections. Erewhon is a premium natural foods grocer targeting health-conscious consumers.
- Casetta GroupcoreCasetta Group operates seven hotels throughout California including The Pearl in San Diego, Casa Cody in Palm Springs, and other properties. They stock PlantPaper in guest room bathrooms as part of their sustainability commitment, viewing bathroom amenities as an opportunity to demonstrate environmental values.
- Sky Ting YogaminorSky Ting yoga studio locations in New York City stock PlantPaper in their restrooms, targeting wellness-oriented clientele interested in sustainable products.
- Love Yoga VeniceminorLove Yoga studio in Venice, California stocks PlantPaper in their bathroom facilities, serving the health and environmentally-conscious Los Angeles yoga community.
- Cafe Cluny and Cafe LuxembourgminorTwo popular New York City restaurants (Cafe Cluny in the West Village and Cafe Luxembourg in the Upper West Side) stock PlantPaper in their restrooms, serving their dining clientele.
- Damian RestaurantminorDamian restaurant in downtown Los Angeles stocks PlantPaper in their restrooms, serving restaurant guests in the DTLA area.
- Rainbow GrocerycoreRainbow Grocery Cooperative in San Francisco, one of the largest natural food co-ops in the US, stocks PlantPaper products, reaching their member-owner base of health and environmentally-conscious consumers.
- North Coast CooperativecoreNorth Coast Cooperative operates stores in Arcata and Eureka, California, serving the North Coast region's environmentally-conscious community. Stocks PlantPaper alongside other sustainable products.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
PlantPaper competitors and assessment
Company assessmentBroad incumbents
- Seventh Generation: Established eco-friendly household and paper products brand owned by Unilever. Competes in recycled/plant-based paper towels and tissues with much broader distribution and shelf presence.
- Procter & Gamble (Charmin / Bounty): CPG giant behind Charmin (toilet paper) and Bounty (paper towels, the TAD benchmark). Massive scale and distribution that PlantPaper benchmarks its product performance against.
- Marcal (Soundview Paper): Recycled paper products manufacturer producing bath tissue, paper towels, and napkins sold through mass and natural channels. Incumbent competing on recycled/eco positioning rather than bamboo.
Direct peers
- Cloud Paper: Bamboo-based toilet paper DTC subscription brand. Direct competitor in bamboo TP with similar sustainability messaging and recurring delivery model.
- Who Gives a Crap: Bamboo and recycled toilet paper DTC brand selling primarily through subscriptions. Closest direct competitor — same bamboo TP category, same subscription model, same eco-conscious positioning, larger scale and broader global footprint.
- Reel Paper: DTC bamboo toilet paper, paper towels, and tissues brand with a subscription model. Overlaps directly with PlantPaper across all three core SKUs and a similar eco/health positioning.
- Caboo: Bamboo-based paper products (toilet paper, paper towels, facial tissues) sold via DTC and retail. Comparable product mix and eco-friendly positioning.
- Bim Bam Boo: Bamboo toilet paper DTC brand selling rolls and bundles online. Direct overlap in product, materials, and channel.
Others
- The Good Fill: Zero-waste refillery and bulk retailer that stocks PlantPaper and competing bamboo paper brands. Relevant as a retail channel and as a window into competitor assortments.
- Grove Collaborative: Online retailer of sustainable household goods that sells competing bamboo and eco-friendly paper products. Acts as both a potential distribution channel and an indirect competitor for eco-conscious household spend.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
PlantPaper social profiles
Digital presencePlantPaper compliance and trust
Trust signalCompliance1 record
PlantPaper financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlantPaper leadership team
Management profileNumber of profiles
Profiles4 records
PlantPaper funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlantPaper 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 PlantPaper
What does PlantPaper do?
PlantPaper manufactures and sells chlorine-free, toxin-free household paper products—3-ply toilet paper, paper towels, and facial tissues—made from 100% FSC-Certified bamboo. The company sells primarily through direct-to-consumer subscriptions on plantpaper.us, supplemented by one-time purchases, an extensive retail stockist network across the US and Canada, and wholesale supply to hospitality and commercial partners.
Is PlantPaper a public or private company?
PlantPaper is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PlantPaper founded?
PlantPaper was founded in 2016. It employs 1 to 10 people.
Where is PlantPaper based?
PlantPaper is headquartered in Brooklyn, United States, in the North America region.
How does PlantPaper make money?
Four revenue lines are on record. Direct-to-Consumer Subscription is the primary driver. The others are one-time Product Purchases, wholesale and Retail Distribution and corporate/Away-from-Home (AFH).
Who are PlantPaper's main competitors?
Broad incumbents on record are Seventh Generation, Procter & Gamble (Charmin / Bounty) and Marcal (Soundview Paper). Direct peers are Cloud Paper, Who Gives a Crap, Reel Paper, Caboo and Bim Bam Boo. Others are The Good Fill and Grove Collaborative.
Does PlantPaper have an API?
No public API is recorded for PlantPaper.
What industry is PlantPaper in?
PlantPaper's product category is Sustainable Household Paper Products. Its primary akta.pro industry code is CRAJAFAJ, Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft), with a secondary code of CRAJAFAB, Paper Towels. Its NAICS code is 322291 and its SIC code is 2600.