Betterway
Betterway is a privately held US DTC e-commerce company selling bamboo-based toilet paper and paper towels through its Shopify storefront, Subscribe & Save subscriptions, and B2B wholesale to boutique hotels, yoga studios, and independent retailers.
- Company typePrivate
- Founded2019
- HeadquartersSheridan, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Betterway does
Betterway (operated by Coexist Ventures, LLC, a Wyoming LLC) is a direct-to-consumer e-commerce company that sells bamboo-based toilet paper and paper towels to eco-conscious consumers in the United States. The company was founded in 2019 and operates out of Sheridan, Wyoming, with a small team of 1-10 employees. Betterway's core product line consists of four primary SKUs: Classic White and Natural Brown bamboo toilet paper (3-ply, 360 sheets per long-lasting roll) and Classic White and Natural Brown bamboo paper towels (2-ply). All products are manufactured from 100% organically grown bamboo sourced from FSC-certified panda-free zones, and carry USDA Organic, cruelty-free, BPA-free, and dye-free certifications, shipped in plastic-free, compostable packaging.
The business generates revenue through three channels: (1) one-time DTC purchases via the Shopify-powered gobetterway.com storefront, with free shipping in the continental US, (2) a Subscribe & Save subscription program offering ~$63-84 annual savings for automatic recurring deliveries, and (3) B2B wholesale targeting boutique hotels, yoga studios, independent retailers, and property managers, with sales conducted direct and through the Faire marketplace. Pricing ranges from $29.99 for 12 rolls of TP to $69.99 for 36 rolls, and from $33.99 for paper towels to $52.99 for 12 rolls. The company also offers digital gift cards ($25, $50, $100 denominations) and runs an affiliate program via Impact.com alongside paid acquisition campaigns on Facebook, Google, Pinterest, and RTB House.
The company has no disclosed funding rounds, no parent company, no M&A activity, no leadership changes, and no patents or trademarks on file. Its geographic footprint is restricted to the continental United States (excluding Alaska, Hawaii, and Puerto Rico). Betterway reports having served hundreds of thousands of customers with 2,367+ verified reviews, ranked #1 most sustainable bamboo TP by the Natural Resources Defense Council, and reports a 96% preference rate in a blind test of eco-friendly TP brands. Sales of two new products, Natural Brown Bamboo TP Long-Lasting Rolls and Classic White Bamboo Paper Towels, were launched in 2025 to broaden the product portfolio beyond its original Classic White toilet paper offering.
Betterway firmographics
Firmographics- Name
- Betterway
- Legal name
- Coexist Ventures, LLC
- Website
- https://gobetterway.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Betterway is a privately held US DTC e-commerce company selling bamboo-based toilet paper and paper towels through its Shopify storefront, Subscribe & Save subscriptions, and B2B wholesale to boutique hotels, yoga studios, and independent retailers.
- Ownership category
- akta.pro rank
Betterway industry classification
Industry- Product category
- Sustainable household paper products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- akta.pro primary industry
- Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft) (CRAJAFAJ)
- akta.pro secondary industries
- Toilet Paper (CRAJAFAA), Paper Towels & Tissue Dispensers (Consumer/At-home) (CRAJAFAH), Recycled-Content & Sustainable Tissue/Hygiene Products (IMAMAGAK)
Keywords
Where Betterway is headquartered
LocationHeadquarters
- HQ city
- Sheridan
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Betterway business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: One-time purchase of bamboo toilet paper and paper towels through the company's Shopify-powered e-commerce website. Products sold in various roll quantities (12, 24, 36 rolls) with free shipping in continental US.
- Subscribe & Save Subscription: Recurring subscription model with automatic shipments at customer-selected intervals. Customers choose box size and delivery frequency, get notified 3 days before shipment, and can pause or cancel anytime. Generates predictable recurring revenue.
- Wholesale B2B: B2B wholesale sales to boutique hotels, yoga studios, wellness spaces, independent retailers, and property managers. Minimum one master carton (60 rolls). Available through direct contact or Faire marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic White Bamboo Toilet Paper - 12 rolls |
| Unit Pricing | Pay-as-you-go | Classic White Bamboo Toilet Paper - 24 rolls |
| Unit Pricing | Pay-as-you-go | Classic White Bamboo Toilet Paper - 36 rolls |
| Unit Pricing | Pay-as-you-go | Classic White Bamboo Paper Towels - 6 rolls |
| Unit Pricing | Pay-as-you-go | Classic White Bamboo Paper Towels - 12 rolls |
| Unit Pricing | Pay-as-you-go | Natural Brown Bamboo Paper Towels |
| One time/ perpetual license | Pay-as-you-go | Digital Gift Card |
| Subscription | Monthly | Subscribe & Save Subscription |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Betterway product offering
Product offeringCore offering
Betterway designs, sources and sells 100% bamboo-based toilet paper and paper towels directly to U.S. consumers through its Shopify-powered website, offering one-time purchases and a Subscribe & Save subscription service. The company also supplies boutique hotels, yoga studios, independent retailers and property managers through a wholesale channel, with a minimum order of one master carton (60 rolls). All products are FSC-certified, unbleached or minimally processed, plastic-free packaged, and shipped free within the continental United States.
Product overview
Betterway is an eco-friendly household paper products company offering a focused portfolio of bamboo-based toilet paper and paper towels. The core product line consists of four main SKUs: Classic White Bamboo Toilet Paper, Natural Brown Bamboo Toilet Paper, Classic White Bamboo Paper Towels, and Natural Brown Bamboo Paper Towels. The toilet paper products feature 360-sheet long-lasting rolls in 3-ply construction, while paper towels come in 2-ply versions. All products are made from 100% organically grown bamboo, FSC certified, plastic-free packaged, and are septic-safe and biodegradable. The company supplements its core product sales with a Digital Gift Card option and a Subscribe & Save subscription service for automatic recurring deliveries.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic White Bamboo Toilet Paper Long-Lasting Rolls Premium bamboo toilet paper sold in boxes of 12, 24, or 36 rolls, with 360 sheets per roll in 3-ply embossed construction. Made from 100% organically grown bamboo, FSC certified, hypoallergenic, and free from inks, dyes, scents, BPA and PFAS. Targeted at U.S. households seeking sustainable, soft, strong household paper.
- Natural Brown Bamboo Toilet Paper Long-Lasting Rolls Unbleached, chemical-free bamboo toilet paper in 3-ply long-lasting rolls with 360 sheets per roll. Sourced from 100% organically grown bamboo in panda-free zones, with no inks, dyes, or scents. Sold to environmentally conscious U.S. consumers and wholesale customers.
- Classic White Bamboo Paper Towels Bamboo paper towels in 2-ply embossed construction, sold in boxes of 6 or 12 rolls with 140 sheets per roll (or 90 select-a-size sheets per roll). Compostable, biodegradable, and made from 100% organically grown bamboo. Targeted at U.S. households seeking sustainable kitchen paper.
- Natural Brown Bamboo Paper Towels Unbleached bamboo paper towels in 2-ply construction, available in boxes of 8 or 12 rolls. Made from 100% organically grown bamboo, compostable, and biodegradable. Sold to U.S. households and wholesale customers wanting unbleached kitchen paper.
- Digital Gift Card Digital gift cards available in $25, $50, and $100 denominations that can be purchased and sent electronically to recipients for redeeming against Betterway bamboo toilet paper and paper towel purchases.
Quantifiable outcome
- 96% preference rate in blind test vs other eco-friendly TP brands
- +4 more outcomes
Companies that use Betterway
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Betterway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Betterway partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- ShopifycoreShopify powers Betterway's e-commerce platform, providing the online store functionality, payment processing, and checkout infrastructure. All online sales flow through Shopify's platform.
- Google AnalyticscoreGoogle Analytics tracks website traffic, customer behavior, and marketing campaign performance. Helps understand how customers browse and interact with the site and assess marketing effectiveness.
- PayPalcorePayPal provides secure payment processing and checkout acceleration. Customers can use PayPal for fast, secure transactions on the Betterway website.
- Facebook (Meta)minorFacebook advertising platform used for targeted advertising campaigns. _fbp cookie tracks visits across websites for ad targeting purposes.
- Google AdsminorGoogle advertising platform (including DoubleClick) used for targeted advertising and conversion tracking. IDE and test_cookie track ad interactions.
- PinterestminorPinterest marketing partnership for visual discovery and social commerce. _pinterest_ct_ua and ar_debug cookies track user actions for Pinterest advertising.
- KlaviyocoreEmail marketing platform used for customer communication, order notifications, and marketing campaigns. _ _kla_id cookie tracks email click-throughs to the website.
- FairecoreFaire is a B2B wholesale marketplace where Betterway sells to retailers. Simplifies wholesale ordering for smaller businesses.
- Impact.comcoreAffiliate marketing platform powering Betterway's affiliate program. Handles affiliate tracking, commission payments, and dashboard for affiliate partners.
- RTB HouseminorRetargeting advertising partner used for personalized ads based on user browsing behavior.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Betterway competitors and assessment
Company assessmentDirect peers
- Who Gives a Crap: DTC bamboo and recycled toilet paper brand selling online with a subscription model. Direct competitor to Betterway in the eco-friendly TP category with a comparable product, mission-driven positioning, and recurring-revenue GTM.
- Reel: DTC bamboo toilet paper and paper towels brand sold via subscription through its own e-commerce site. Closely mirrors Betterway's bamboo-only positioning, subscription model, and Amazon storefront strategy.
- Cloud Paper: Sustainable bamboo toilet paper DTC brand with subscription and one-time purchase options. Competes head-to-head with Betterway on bamboo fiber, tree-free messaging, and DTC channels.
- Bippy: DTC bamboo toilet paper brand targeting eco-conscious consumers with subscription bundles. Direct competitor to Betterway with overlapping SKU set and Amazon retail presence.
- The Good Roll: Bamboo toilet paper DTC brand sold across Europe with subscription and wholesale channels. Comparable bamboo-only product, mission-driven brand, and recurring-revenue model.
- Bim Bam Boo: Subscription DTC brand selling bamboo toilet paper and household paper products. Direct comparable on bamboo fiber, e-commerce storefront, and recurring-delivery GTM.
- Tushy: Eco-focused DTC home brand that has expanded into bamboo toilet paper. Shares Betterway's design-led, sustainability-first brand positioning and direct-to-consumer subscription GTM.
Broad incumbents
- Seventh Generation: Established eco-friendly household products brand (owned by Unilever) offering recycled and sustainable toilet paper and paper towels. Broader incumbent that overlaps with Betterway's sustainable paper category from a mass-retail position.
- Charmin: P&G's flagship toilet paper brand and the dominant US incumbent in the category. Sets the quality and pricing benchmark Betterway competes against and has begun expanding sustainable SKU lines that pressure Betterway's premium.
- Bounty: P&G's leading paper towel brand and the dominant US incumbent in Betterway's newly launched paper towel category. Major brand Betterway must position against as it expands into adjacent paper products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Betterway social profiles
Digital presenceBetterway compliance and trust
Trust signalCompliance5 records
Betterway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Betterway leadership team
Management profileNumber of profiles
Betterway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Betterway 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 Betterway
What does Betterway do?
Betterway designs, sources and sells 100% bamboo-based toilet paper and paper towels directly to U.S. consumers through its Shopify-powered website, offering one-time purchases and a Subscribe & Save subscription service. The company also supplies boutique hotels, yoga studios, independent retailers and property managers through a wholesale channel, with a minimum order of one master carton (60 rolls). All products are FSC-certified, unbleached or minimally processed, plastic-free packaged, and shipped free within the continental United States.
Is Betterway a public or private company?
Betterway is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Betterway founded?
Betterway was founded in 2019. It employs 1 to 10 people.
Where is Betterway based?
Betterway is headquartered in Sheridan, United States, in the North America region.
How does Betterway make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscribe & Save Subscription and wholesale B2B.
Who are Betterway's main competitors?
Direct peers on record are Who Gives a Crap, Reel, Cloud Paper, Bippy, The Good Roll, Bim Bam Boo and Tushy. Broad incumbents are Seventh Generation, Charmin and Bounty.
Does Betterway have an API?
No public API is recorded for Betterway.
What industry is Betterway in?
Betterway'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 CRAJAFAA, Toilet Paper. Its NAICS code is 322291.