Inspired by other direct-to-consumer businesses that have made fortunes delivering everything from razors to toothbrushes, several startups are rolling out a new direct-to-consumer category: butt wipes.
That’s right: Fast Company reports that the booty-beautifying business is booming thanks to the growing number of toilet paper startups that are trying to tear some squares from the world’s TP titans.
What does that mean, you ask? Most of these startups make sustainable toilet paper — often made from either recycled pulp or bamboo and advertised as “tree-free” — and then sell it to consumers via subscription (rolls cost as much as $3, compared to less than $1 for Charmin).
And, of course, they market it with slick, minimalist design elements and fancy fonts.
Here are some of the new butt-wipe brands — and their most memorable marketing:
But don’t expect Big TP to turn the other cheek
The toilet paper business is a $31B industry that’s dominated by Rear-End Royalty — massive brands like Charmin, Scott, and Quilted Northern.
For years, these Barons of Backside have sold their toilet paper as a commodity, which drove costs — and quality — down.
But these rump-wiping rookies may have found the crack in Big TP’s — ahem — business model… and if consumers prefer these well-made wipes, Charmin and the gang may have to start pushing some premium paper.