A year ago, Samira Far launched No. 2 to sell environmentally-friendly toilet paper. Made entirely from bamboo, in plastic-free packaging and covered in recycled paper sporting attractive prints, the product seemed to be selling steadily.
Then the COVID-19 crisis hit, a national toilet paper frenzy set in and demand went through the roof.
Turned out, consumers unable to find TP on store shelves started desperately searching the web for alternatives. And, of course, in the process, they stumbled upon No. 2, which is sold on the company’s web site and through Amazon. “The high demand for toilet paper gave us a lot more exposure,” says Far. (Fun fact. Americans consume 20% of the world’s toilet paper).
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