No.2 Toilet Paper

What No.2 Toilet Paper does

Rizzi Home (formerly No. 2 Toilet Paper) is a Los Angeles-based, privately held direct-to-consumer e-commerce company founded in 2018 that sells 100% bamboo household paper products. Its portfolio comprises four SKUs: a 3-ply premium bamboo toilet paper (the flagship), 3-ply bamboo facial tissues, bamboo paper towels, and an Essentials Bundle. The core underlying technology is bamboo-based paper manufacturing using bamboo that reaches maturity in 4–6 years — a 7x faster cycle than softwood pulp — combined with a proprietary texture and formulation marketed under the registered trademarks "Butt Crumble Free™" and "Butt Crumble™" that claim a 95% reduction in residual paper fragments during use.

The company serves a single persona segment — environmentally conscious consumers willing to pay a premium for sustainably sourced, plastic-free, recyclable household paper — and operates entirely through its own Shopify storefront at rizzihome.com with no third-party retail or marketplace distribution. The business model is subscription-first: customers receive recurring monthly deliveries with free shipping, supported by a 15% first-subscription discount and an additional 10% email-signup incentive; one-time purchases are also available. Backend subscription billing is delegated to Good Subscription Agency. Marketing relies on organic social (Instagram, Facebook, Pinterest), email capture incentives, SEO, and an owned blog ("The Rizz Blog"), with no paid advertising infrastructure disclosed. The team is reported at 1–10 employees, no external funding rounds are disclosed, and the company appears bootstrapped.

Name

No.2 Toilet Paper

Website

https://gono2.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Rizzi Home (formerly No.2 Toilet Paper) is a Los Angeles-based direct-to-consumer e-commerce brand selling 100% bamboo toilet paper, tissues, paper towels, and bundles via subscription to environmentally conscious consumers seeking sustainable household paper alternatives.

Ownership category

akta.pro rank

Product category

Household Paper Products

NAICS

Sanitary Paper Product Manufacturing (322291)

SIC

Papers & Allied Products (2600)

akta.pro industry

PRIMARYCRAJAFAJ

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

Consumer Products & Retail/Household Products & Cleaning Supplies/Household Paper Products

SECONDARYCRAJAFAA

Toilet Paper

Consumer Products & Retail/Household Products & Cleaning Supplies/Household Paper Products

SECONDARYCRAJAFAB

Paper Towels

Consumer Products & Retail/Household Products & Cleaning Supplies/Household Paper Products

SECONDARYIMAMAGAK

Recycled-Content & Sustainable Tissue/Hygiene Products

Industrials, Manufacturing & Construction/Paper & Forest Products/Tissue & Hygiene Paper Products

Keywords

• Bamboo toilet paper
• Sustainable paper products
• Household paper goods
• Bamboo tissue products
• Eco-friendly bathroom supplies

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly through their e-commerce website (rizzihome.com) to individual consumers. One-time purchase and subscription options available. Products include toilet paper, tissues, and paper towels.
2. Subscription Orders: Recurring subscription model with free shipping on all subscription orders. Provides predictable recurring revenue with customer loyalty incentives including 15% off first subscription and additional email signup discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Rizzi Home (formerly No. 2 Toilet Paper) manufactures and sells 100% bamboo household paper products — toilet paper, tissues, and paper towels — directly to consumers through its own e-commerce website with one-time purchase and recurring subscription options. The company emphasizes sustainably sourced bamboo, plastic-free recycled packaging, and a proprietary Butt Crumble Free™ texture designed to deliver a premium, residue-free wiping experience.

Product overview

Rizzi Home (formerly No. 2 Toilet Paper) is a sustainable bamboo household products company offering a focused portfolio of four products: No.2 Toilet Paper as the core offering, Premium Bamboo Tissues, Paper Towels, and an Essentials Bundle. All products are made from 100% bamboo, feature plastic-free and recycled packaging, and emphasize sustainability combined with premium quality (silky smooth, strong). The company positions itself as a direct-to-consumer brand with subscription options for recurring deliveries.

Differentiator

Problem solved

Functional benefit

Products and services

• No.2 Toilet Paper Premium 100% bamboo, 3-ply toilet paper that provides silky and strong paper for a butt crumble-free wipe experience, made from sustainably sourced bamboo with plastic-free, recycled packaging; sold via direct-to-consumer e-commerce with subscription and one-time purchase options.
• Premium Bamboo Tissues 3-ply 100% bamboo facial tissues that are strong, flexible, and super soft, free from dyes, scents, BPA, and irritating additives; sold direct-to-consumer via the Rizzi Home website alongside toilet paper and paper towels.
• Paper Towels Strong and absorbent 100% bamboo paper towels wrapped in the brand's stylish packaging and delivered directly to consumers' doors via the Rizzi Home e-commerce site.
• Essentials Bundle A bundled direct-to-consumer offering combining the company's core bamboo paper products (toilet paper, tissues, and paper towels) for added convenience and value, sold through the Rizzi Home website.

Quantifiable outcome

• 95% Less Butt Crumble
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Who Gives a Crap: DTC subscription brand selling 100% bamboo and recycled toilet paper (plus tissues and paper towels) direct to consumers, with a sustainability mission. Directly comparable in product, channel, and target buyer to Rizzi Home.
• Reel Paper: DTC bamboo toilet paper, paper towels, and tissues brand selling via subscription on its own e-commerce site. Closely comparable in product mix, sustainability positioning, and GTM motion.
• Cloud Paper: Subscription DTC brand offering bamboo-based toilet paper and paper towels direct to consumers. Directly comparable on product category, sustainability story, and online subscription model.
• Caboo: Bamboo-based toilet paper and paper towel DTC brand emphasizing sustainability and tree-free fiber. Comparable product line and eco-conscious consumer target.
• Bamboo Nature: Bamboo-based household paper products brand (toilet paper, tissues, paper towels) sold through DTC and select retail. Comparable fiber source, product range, and sustainability positioning.

Emerging players

• Tushy: Modern bathroom wellness brand selling bidets and sustainable bath products (including bamboo toilet paper) DTC. Comparable audience overlap with eco-conscious, premium-positioned bathroom buyers.
• Grove Collaborative: DTC e-commerce platform for sustainable household and personal care products, including paper goods. Comparable in DTC distribution model and eco-conscious target consumer.

Broad incumbents

• Seventh Generation: Unilever-owned sustainable household products brand with a broad paper portfolio (toilet paper, paper towels, tissues). Comparable in sustainability positioning but vastly broader distribution and portfolio scale.
• Charmin: Procter & Gamble's flagship toilet paper brand, dominant incumbent with nationwide retail distribution. Competes for the same end use; has begun launching eco-friendly sub-lines that could erode Rizzi's differentiation.
• Cottonelle: Kimberly-Clark's national toilet paper and wipe brand with mass retail distribution. Competes directly on toilet paper with much greater scale and shelf access.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/no2TP
• Instagraminstagram.com/rizzi.home
• Pinterestpinterest.com/rizziathome

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 No.2 Toilet Paper