Betterway

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.

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

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

• Bamboo toilet paper
• Bamboo paper towels
• Eco-friendly paper products
• Direct-to-consumer subscription
• Sustainable household goods

Headquarters

HQ city

Sheridan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify 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 AnalyticscoreTechnology or IntegrationGoogle Analytics tracks website traffic, customer behavior, and marketing campaign performance. Helps understand how customers browse and interact with the site and assess marketing effectiveness.
• PayPalcoreTechnology or IntegrationPayPal provides secure payment processing and checkout acceleration. Customers can use PayPal for fast, secure transactions on the Betterway website.
• Facebook (Meta)minorGTM or Marketing PartnerFacebook advertising platform used for targeted advertising campaigns. _fbp cookie tracks visits across websites for ad targeting purposes.
• Google AdsminorGTM or Marketing PartnerGoogle advertising platform (including DoubleClick) used for targeted advertising and conversion tracking. IDE and test_cookie track ad interactions.
• PinterestminorGTM or Marketing PartnerPinterest marketing partnership for visual discovery and social commerce. _pinterest_ct_ua and ar_debug cookies track user actions for Pinterest advertising.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used for customer communication, order notifications, and marketing campaigns. _ _kla_id cookie tracks email click-throughs to the website.
• FairecoreChannel Partner/ Reseller/ DistributorFaire is a B2B wholesale marketplace where Betterway sells to retailers. Simplifies wholesale ordering for smaller businesses.
• Impact.comcoreGTM or Marketing PartnerAffiliate marketing platform powering Betterway's affiliate program. Handles affiliate tracking, commission payments, and dashboard for affiliate partners.
• RTB HouseminorGTM or Marketing PartnerRetargeting advertising partner used for personalized ads based on user browsing behavior.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct 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

• Instagraminstagram.com/betterway
• Facebookfacebook.com/gobetterway
• LinkedInlinkedin.com/company/betterway

Compliance5 records

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 Betterway