Toilet Paper Man

What Toilet Paper Man does

Toilet Paper Man is an Australian family-owned e-commerce business founded in 1998 and headquartered in Hillsdale, NSW. It operates a Shopify-powered direct-to-consumer store (toiletpaper.com.au) selling bulk toilet paper, tissues, A4 office paper, industrial rags, and more than 90 cleaning product SKUs — including laundry powders and liquids, dishwashing liquids, hand washes, disinfectants, specialty cleaners, and accessories — to both households (B2C) and commercial customers such as offices, restaurants, factories, councils, and warehouses (B2B), with a small wholesaler/exporter segment. The company ships via courier across five Australian states/territories (NSW, VIC, SA, ACT, QLD) on a flat-rate $15+GST basis and accepts orders through its website, phone, and email with traditional payment methods (EFT, cheque, credit card).

The product portfolio is anchored by the flagship Mr. President 3-ply toilet paper (250 sheets per roll vs. the 160-180 sheet industry standard), with complementary ranges including Twinkle, King (700 sheets), Mrs. Particular, and individually wrapped hotel-style lines, alongside commercial jumbo rolls in 1-ply and 2-ply formats. The cleaning line retains original 1998 concentrated formulas for laundry powder and adds specialty chemicals (hospital-grade disinfectant, eucalyptus disinfectant, toilet bowl cleaner, urinal blocks, hand sanitiser). Differentiation rests on longer rolls, Australian-made products where possible, bulk pricing, and a 'toilet paper consultant' personal-service positioning reinforced by an extensive educational blog.

The business is a private, family-operated entity with no external funding, no M&A activity, and no disclosed leadership changes. Revenue is not publicly reported. The company cites a milestone of over 1 billion toilet rolls supplied since inception (as of 2026) and has publicly stated a target of reaching 2 billion. Distribution is exclusively direct — own e-commerce storefront plus courier delivery — with no marketplace or physical retail presence, and the company is geographically restricted from Western Australia, Northern Territory, and Tasmania.

Name

Toilet Paper Man

Legal name

Toilet Paper Man

Website

https://www.toiletpaper.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Toilet Paper Man is a family-owned Australian e-commerce retailer founded in 1998, supplying bulk toilet paper, tissues, office paper, and 90+ cleaning product SKUs to households and commercial customers across NSW, VIC, SA, ACT, and QLD via its Shopify store.

Ownership category

akta.pro rank

Product category

Janitorial & Cleaning Supplies

NAICS

Industrial and Personal Service Paper Merchant Wholesalers (424130), Stationery and Office Supplies Merchant Wholesalers (42412)

SIC

Wholesale-Paper & Paper Products (5110), Papers & Allied Products (2600)

akta.pro primary industry

Toilet Paper (CRAJAFAA)

akta.pro secondary industries

Bathroom Tissue & Toilet Paper (CRADALAA), Paper Towels (CRAJAFAB), Paper Napkins (CRAJAFAD), Paper Handkerchiefs & Pocket Tissues (CRAJAFAG), Professional Laundry & Hygiene Paper Systems (Rolls, Refills, Managed Programs) (IMAMAGAL)

Keywords

• Bulk toilet paper
• Cleaning chemicals
• Janitorial supplies
• Wholesale paper goods
• A4 office paper

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: One-time product sales through Shopify-powered online store. Products include toilet paper, cleaning products, paper towels, tissues, serviettes, A4 paper, and other supplies. Both retail (individual) and wholesale (bulk) quantities available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Toilet Paper Man is an Australian e-commerce retailer that supplies bulk toilet paper, cleaning products, paper towels, tissues, serviettes, A4 paper, air fresheners, cling wrap, foil, cups, garbage bags, disposable gloves, and industrial rags to homes and businesses across eastern Australia. The company sells both its own labelled brands (Mr. President, Twinkle, King, Mrs. Particular, Mr. Fantastic, Mother In Laws, Daves Citrus Hand Cleaner) and third-party brands (Kleenex Cottonelle, Fuji Xerox) at wholesale/bulk prices with flat-rate shipping.

Product overview

Toilet Paper Man is an Australian e-commerce business (operating since 1998) that operates as a bulk and wholesale supplier of cleaning products and paper goods across NSW, VIC, SA, ACT, and QLD. The product portfolio comprises multiple distinct categories: (1) Toilet Paper products including premium 3-ply options (Mr. President, Mrs. Particular) with 250-sheet rolls, standard 2-ply options (Twinkle, King with 700-sheet rolls, Cotton Soft, Long Toilet Paper, Virgin Toilet Paper), commercial jumbo rolls in 1-ply and 2-ply variants, and individually wrapped hotel/hospitality options; (2) Specialty products including Chilli Tabasco Toilet Paper novelty item and a 22-carat gold toilet paper; (3) Tissues including Superior Tissues 3-ply boxes; (4) A4 Office Paper in bulk ream and pallet quantities; (5) Industrial cleaning rags (White Soft Knit T-Shirt Rags); and (6) An extensive Cleaning Products line encompassing laundry care (powders, liquids, fabric softeners including the original 1998 formula), hand care (hand washes in antibacterial and scented variants, Daves Citrus Hand Cleaner, Instant Hand Sanitiser), dishwashing liquids, disinfectants (eucalyptus, hospital-grade, pine-based, pine-lemon), multi-surface cleaners (Spray n Wipe, Window Cleaner, A1 Floor Cleaner, Mr. Fantastic), and specialty products (toilet bowl cleaner, urinal blocks, nappy soaker, carpet shampoo, engine degreaser, oven cleaner, car wash). The company differentiates through longer roll lengths than typical competitors, Australian manufacturing, and bulk wholesale pricing.

Differentiator

Problem solved

Functional benefit

Brands

• Mr. President: Premium 3-ply toilet paper range, 250 sheets per roll, Australian-made. Flagship toilet paper brand of Toilet Paper Man.
• Twinkle
• King Toilet Paper
• Mrs. Particular
• Mr. Fantastic
• Mother In Laws Fabric Softener
• Daves Citrus Hand Cleaner
• Laundry Powder Premium
• Laundry Powder Family Value
• Laundry Powder Mr. Front
• A1 Tile, Wood and Vinyl Floor Cleaner

Products and services

• Mr. President 3-ply Toilet Paper (250 sheets, 96 rolls) Premium 3-ply Australian-made toilet paper with 250 sheets per roll (exceeding standard 160-180 sheets), featuring embossed virgin paper for superior softness and absorbency. Bulk pack of 96 rolls targeted at homes and businesses seeking longer rolls.
• Twinkle 2-ply Toilet Paper (400 sheets, 96 rolls) Australian-made 2-ply toilet paper with 400 sheets per roll and soft embossed finish, sold in 96-roll bulk packs for households and offices.
• King Toilet Paper (2-ply, 700 sheets, 96 rolls) Extra-long 2-ply toilet paper with 700 sheets per roll designed for high-volume users, busy households, offices, warehouses, and commercial bathrooms to reduce roll changes.
• Mrs. Particular 3-ply Toilet Paper (250 sheets, 48 rolls) Premium 3-ply toilet paper with 250 sheets per roll, heavy and super strong yet soft, with excellent absorption, for quality-conscious consumers. Sold in 48-roll packs.
• Jumbo Roll Toilet Paper (1-ply 500m and 2-ply 300m commercial rolls) Commercial-grade 1-ply (500m) and 2-ply (300m) jumbo roll toilet paper sold in packs of 8–16 rolls for high-traffic bathrooms in offices, warehouses, and public facilities.
• Individually Wrapped Toilet Paper (Country, Hotel Style, Mr Super Soft) Individually wrapped 2-ply toilet paper (Country, Hotel Style, Mr Super Soft) with 400 sheets per roll, combining hygiene with quality for hospitality venues and premium applications. Sold in 48–96 roll packs.
• Standard 2-ply Toilet Paper (Cotton Soft, Virgin, Long, Millennial, Superior, Cleopatra) Standard 2-ply toilet paper across Cotton Soft, Virgin, Long, Millennial, Superior, and Cleopatra variants with 400–700 sheets per roll, for home and office use.
• Kleenex Cottonelle Complete Clean Toilet Paper (180 sheets, 120 rolls) Branded Kleenex Cottonelle toilet paper with 180 sheets per roll, sold in bulk packs of 120 rolls for high-volume buyers.
• Chilli Tabasco Toilet Paper Infamous novelty toilet paper infused with Tabasco chilli sauce, sold at $10,000 per roll as a gag gift. No warranty or guarantee provided.
• Superior 3-ply Tissues (100 sheets per box, 36 boxes) Premium 3-ply tissues in presentation boxes with low dust, soft and strong paper. Sold in bulk packs of 36 boxes with 100 sheets each.
• White Soft Knit T-Shirt Rags (15 kg bag) Industrial-grade cleaning rags made from 100% cotton T-shirt and singlet material. Metal detected, compressed, and packaged in 15kg bags. Clean, soft, and absorbent for workshops, automotive, and general cleaning.
• A4 Copy Paper (Fuji Xerox/Reflex, 10 reams to 300 ream pallets) Multi-purpose Fuji Xerox/Reflex A4 copy paper, 500 sheets per ream, sold in 10 ream cartons, 100 ream cartons, and 300 ream pallet quantities for all copying and laser printing.
• A1 Tile, Wood and Vinyl Floor Cleaner and Disinfectant (5 Litre) Multi-surface floor cleaner with rose fragrance that deodorises, cleans, and disinfects tile, wood, and vinyl surfaces. Water-based, phosphate-free, biodegradable, septic-safe. Dilute 1 to 10 or 20. Sold as 5-litre concentrate.
• Hand Wash 5 Litre (Pearl and Antibacterial) Bulk 5-litre hand wash in Pearl-scented and fragrance-free antibacterial (Triclosan) variants. Biodegradable, solvent-free, phosphate-free, pH 6.5–7.5, rich creamy foam. Suitable for schools, nursing homes, and restaurants.
• Laundry Powder (Premium, Family Value, Mr. Front) Concentrated laundry powders in Premium (10kg/12.5kg), Family Value 10kg, and Mr. Front 12.5kg formats. Original 1998 formula with enzymes (protease), optical brighteners, softeners, phosphate-free, biodegradable. Top-loader and front-loader variants.
• Dishwashing Liquid 5 Litre (Family Value and Premium) 5-litre concentrated dishwashing liquids in green (Family Value) and yellow (Premium) variants with lemon perfume. Rapid cleaning, stable suds, fat emulsification, biodegradable, phosphate-free, septic-safe.
• Disinfectants 5 Litre (Eucalyptus and Hospital Grade) Commercial-grade 5-litre disinfectants in eucalyptus (green) and hospital-grade (blue, 50g/L quaternary ammonium compound) variants. One-step cleaning and deodorising for toilet areas, amenity blocks, kitchens, hospitals, and medical centers.
• Spray n Wipe Multi-purpose Cleaner (5 Litre) Orange all-purpose cleaner with lemon fragrance. No diluting required. Removes heaviest soils from walls, floors, and fixtures with streak-free finish. Biodegradable, low phosphate, septic-safe.
• Window Cleaner (5 Litre) Blue window cleaner with ammonia and alcohol formula. Fast-acting, streak-free finish. Biodegradable surfactants, phosphate-free, septic-safe. Can be used as spray and wipe for desks and counter tops.
• Machine Dishwasher Powder (5 kg bucket) Environmentally friendly phosphate-free dishwasher powder with active oxygen destainer, sanitiser, non-foaming, non-chlorinated, non-caustic. Highly concentrated; 1/2–1 teaspoon per domestic use.
• Instant Hand Sanitiser (5 Litre) Alcohol-based hand sanitiser gel effective in 30 seconds against 99.9% of germs. Contains glycerin, Aloe Vera, and Vitamin E. Biodegradable, phosphate-free, septic-safe.
• Toilet Bowl Cleaner and Sanitiser (5 Litre) Blue viscous toilet bowl cleaner with clinging formula. Cleans, disinfects, and deodorises toilet bowls, ceramic urinals, and stainless steel sinks. Mineral acid formula removes rust, scale, and uric acid deposits. Biodegradable, phosphate-free, septic-safe.
• Urinal Blocks (4 kg) Urinal blocks (pucks) for odour suppression in commercial and residential facilities. Sold in 4kg packs.
• Mother In Laws Fabric Softener (5 Litre) Fabric softener with fresh renewed smell and feel, suitable for towels and cloth nappies. Biodegradable, phosphate-free, septic-safe. Sold in 5-litre format.
• Daves Citrus Hand Cleaner (5 Litre) Heavy-duty hand cleaner with citrus, lanolin, and eucalyptus with grit. No solvents, suitable for dermatitis sufferers. Natural citrus, biodegradable surfactants, phosphate-free and petroleum solvent-free. 5-litre includes pump.
• Nappy Soaker (5 kg bucket) Bright white powder containing 4% active oxygen for antibacterial cleaning. 2-in-1 product used as soaker or washing powder. Safe for all colour-fast cotton and synthetic fabrics. Sanitises, whitens, and deodorises. Biodegradable, phosphate-free, septic-safe.
• Laundry Liquid - Family Value (5 Litre) Bright blue laundry liquid with lavender fragrance. Advanced formula penetrates soils and improves whiteness and brightness. Contains softeners and optical brighteners. Concentrated with grease-cutting agents. Biodegradable, low phosphate, septic-safe.
• Jumbo Roll Toilet Paper Dispenser Dispenser unit for jumbo roll toilet paper, compatible with the company's jumbo roll product range.
• 5 Litre Pump (screw-on dispenser) Screw-on pump device that replaces the standard cap on 5-litre containers for convenient dispensing of liquid cleaning products.

Quantifiable outcome

• Over 1 billion toilet rolls supplied to Australian homes and businesses
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify powers the Toilet Paper Man e-commerce platform, enabling the online store operations, payment processing, and order management. The store operates on Shopify infrastructure with data processed and stored through Shopify's systems.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Who Gives a Crap: Australian-founded direct-to-consumer toilet paper brand selling 100% recycled paper products via e-commerce subscription and one-off purchases. Directly competes in the same online bulk toilet paper category serving Australian households.

Broad incumbents

• Quilton: One of Australia's largest toilet paper and tissue brands manufactured by Kimberly-Clark. Competes across retail and commercial channels with a broad product portfolio and significant brand recognition, making it a key incumbent benchmark.
• Kleenex (Kimberly-Clark): Global tissue and hygiene brand owned by Kimberly-Clark. Sells toilet paper, tissues, and paper towels through major Australian retailers; relevant because Toilet Paper Man itself resells Kleenex Cottonelle products.
• Tork (Essity): Professional hygiene brand under Essity serving commercial washrooms, cleaning, and foodservice markets. Competes for the same B2B commercial customer base that Toilet Paper Man serves with jumbo rolls and cleaning products.
• Officeworks: Australia's largest office supplies retailer selling A4 paper, cleaning supplies, and consumables to SMBs and consumers. Competes for the same business buyer purchasing bulk paper and cleaning products.
• Velvet Toilet Tissue: Established Australian toilet tissue brand manufactured by ABC Tissue Products. Competes in the mainstream and premium toilet paper segments through major retailers across Australia.
• Woolworths (Home Brand cleaning & paper): Australia's largest supermarket chain selling private-label and branded toilet paper, paper towels, and cleaning products. Represents the price-driven incumbent competition that Toilet Paper Man's bulk-value proposition must differentiate against.

Emerging players

• Seventh Generation: Eco-friendly household and paper products brand with a sustainability-led positioning. Competes at the niche end of the toilet paper and cleaning products market with biodegradable and plant-based formulations.

Regional players

• EcoStore: New Zealand-based brand of plant-based, environmentally friendly laundry, cleaning, and personal care products distributed in Australia. Overlaps with Toilet Paper Man's cleaning product range with a comparable eco-positioning.

Others

• Wholesales Cleaning & Paper Distributors (e.g., Caterers Choice, Bunzl): Wholesale distribution specialists supplying cleaning chemicals, paper products, and hygiene consumables to commercial and industrial customers in Australia. Operates in the same B2B distribution channel though at significantly larger institutional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TTpaperman
• LinkedInlinkedin.com/company/toilet-paper-man

Revenue estimate

Valuation estimate

Number of profiles

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 Toilet Paper Man