# Reel Paper

Tree-free and plastic-free household paper company.

- Canonical URL: https://wefunder.com/reel.products.inc
- Entity ID: wefunder:company:142183
- Last updated: 2026-06-06T05:02:05Z
- Generated at: 2026-06-06T12:57:12Z

## Quick facts
- Gross revenue nearly doubling year over year since founding and pacing to exceed $18M this year.
- The leading sustainable national branded toilet paper sold in 900 Targets and 200+ add'l stores.
- A business led by experienced CPG brand builders from P&G, Mrs. Meyers, and Kimberly-Clark.
- Over 13k 5-star online reviews and a loyal base of nearly 50k subscribers.
- Business is nearing profitability so raising money through our community to remain focused on impact

## Active fundraises
- wefunder:fundraise:95887: 4(a)(6) successful (USD)
- wefunder:fundraise:95888: 4(a)(6) successful (USD)

## Story
We are flushing our forests, but there’s a simple solution. The statistics are staggering: traditional toilet paper production accounts for 15% of global deforestation, with the average US consumer using an estimated 141 rolls of toilet paper every year. While toilet paper may not feel like an unsustainable item, the everyday consumption of the product and irrational use of virgin trees have led to a supply chain where century-old forests are being logged to provide a single-use paper item that's flushed down the toilet.These century old forests are essential carbon stores for our planet (Canada’s Boreal forest contains at least 12% of the planets carbon), homes to hundreds of indigenous communities, and are homes for countless species of wildlife.Consumers want to shop sustainably, but they haven't had the opportunity.With three incumbents controlling 60%+ of the category & most sustainable alternatives to date feeling scratchy or super thin - we saw an opportunity. By creating a premium, 3-ply toilet paper that matches the softness and strength of traditional brands - we have provided customers with an option that feels good for them and the planet.Premium, sustainable paper is the answer.By offering consumers a premium, sustainable product - we have made it easy for them to find toilet paper they love and do their small part in helping the planet.With more and more consumers looking sustainable products, tree-free paper is expected to grow from only 1% of the household paper category to up to 20% by 2030.We are seeing the results already.A few highlights about our flagship toilet paper product:Made from sustainably-sourced bamboo fiber 3-ply composition for premium-level strength & softness  Plastic-free packaging Modern, contemporary design  Septic-safe / Lint-Free, dust-free / BPA Free  No Inks or DyesOur exceptional results go beyond sales; it's about impact!With over 100,000 people making the switch to tree-free paper, we have made a significant impact in saving our forests and preventing the use of single-use plastic.We have already demonstrated tremendous success in the three sales channels that are the key to transforming the category. Based on our current trajectory we expect (but cannot gauratee) to reach $100mm in sales over the next three years.In less than 4 years since launch:100,000–150,000 monthly site visitors100,000+ customers to date45,000 active subscriptions82.0 net promoter score94% customer satisfaction scoreEmail database of 120,000+ names40k+ followers on social mediaCustomer Retention is one of our many superpowers. Our subscription program has an industry-leading 2.5% churn rate and nearly 60% of all of our customers make at least second purchase in their first 12 months with us. The strong economics of our best-in-class retention have been amplified by an Average Order Value that has increased 26% over 2 year period and that should only continue to increase as we develop our line of products. One of the leading U.S. retailers in innovation across household essentials chose Reel as its premium bamboo paper brand in 2021.Toilet paper launched in 200 Target stores across the U.S. in June 2021Exceeded Target's initial velocity expectations by 2.5xReel’s store footprint expanded nationwide to 900 stores in April 2022Reel brings new shoppers to stores: 52% of Target buyers had not purchased Toilet Paper in Target despite 1+ trips per week.Reel attracts valuable, strategic shoppers: Millennials @ 175 index, Income +$125k @ 147 index, College/+ @ 130 index.Reel grows the category for retailers: +15% price premium vs. category avg., double retail margin.Success on Amazon.com highlights opportunity across eCommerceReel launched toilet paper on Amazon in early 2021One of the highest rated tree-free toilet paperAlready exceeding $5mm annualized sales with over 10,000 Subscribe & Save customersFrequently highlighted as “Amazon’s Choice” with Lightning Deals and Prime Day activations*all forward-looking statements and projections are estimates and subject to change*all forward-looking statements and projections are estimates and subject to changeDTC business has tripled behind continued subscriber growth, improvement in CAC, strong retention and expanding AOV.With our expected retail footprint expanding to +6,000 in 2024 - we plan to put Reel in front of more consumers and solidify it as the category leader in retail.Paper towels continues to scale the business and Customer LTV should greatly improve with further product line extensions expected in 2024 and beyond (facial tissues, napkins, etc.).Our plan is that retail becomes dominant channel across mix by 2025.

## FAQ
1. **Why isn't the CoFounder, Derin Oyekan listed as part of the team?**
   - Hi Lauanna, Derin left the company to pursue new opportunities and now serves as an advisor to the team - however, he is not currently involved in the day-to-day operations of the business.
2. **Is CoFounder Derin Oyekan part of the Team?**
   - Hi Lusanna, Derin left the company to pursue new opportunities and now serves as an advisor to the team - however, he is not currently involved in the day-to-day operations of the business.
3. **I’m confused, I can invest money in the company and not expect any return on it nor ever be able to sell it? That’s what risk #1 seems to say. Please clarify. Thanks!**
   - Hi, Elizabeth. Risk #1 simply outlines that this is an investment into a business and like any investment, there is never a guarantee of a positive return. Our strong performance in eComm and retail since launch has demonstrated the potential to become a meaningful player in the industry, but we are still a relatively small player and there will be challenges on the road ahead. I suggest you also view the Investor Q&A on the WeFunder page. View the Investment Contracts section which expla...
4. **I love Reel products and have been subscribed for the last couple of years. I'm eager to see how your project in Oregon planting trees evolves and I love that this is in the plans. I am curious as to how Reel plans to maintain sustainability at the size of $90million as you pr...**
   - Hi, Katie. We appreciate your support. Our planting and manufacturing partners are large players around the world so they can support our continued growth to $90million and beyond. Importantly, we will continue to search for new and innovative ways to reduce our ecological impact. For example, as we start to demonstrate the market for bamboo paper products here in the U.S., we believe the industry will follow and open more opportunities to harvest sustainable, FSC-certified bamboo.
5. **I have tried twice to use my credit card to invest in REEL paper products but it will not go through. Any other suggestions?**
   - Hi Lois, I'm sorry to hear that you're having trouble completing the investment. I'd encourage you to visit WeFunder's FAQ on investing payment methods and reach out to their support team if you are still having issues! Link to FAQ here: https://help.wefunder.com/#/investor/payment-methods

## Team
- David VanHimbergen (CEO)
- Livio Bisterzo (Founder & Chairman)
- Joe Stilphen (CFO)
- Jeffrey Borsuk (VP of Marketing)
- Lisa Sumner (VP of Retail)
- Andrew Sylvester (VP of Strategy)
- Katja Lerner (Advisor)

## Q&A
- Q: When will our rewards start being sent out?
  - A: Hi Brian, all investors were emailed with instructions on how to redeem their investor perks to the email associated with your wefunder account. If you didn't receive anything or can't find the email, feel free to email me at jeff@reelpaper.co and I'll make sure that you get everything that you need. Thank you!
- Q: So I invested and am just wondering when and how the investment perks kick in, and whether I retain my subscription or not...
  - A: Hi Melissa, all investors were emailed with instructions on how to redeem their investor perks to the email associated with your wefunder account. If you didn't receive anything or can't find the email, feel free to email me at jeff@reelpaper.co and I'll make sure that you get everything that you need. Thank you!
- Q: Any plans for another crowd funding round? I invested in the last round but would love to increase my holdings.
- Q: Can I still invest in Reel Paper?
- Q: How do we go by getting our sample of toilet paper for investing in your company. Is there some link to a site or coupon that we use to receive our package.
  - A: Hi Prima Star, all investors were emailed with instructions on how to redeem their investor perks to the email associated with your wefunder account. If you didn't receive anything or can't find the email, feel free to email me at jeff@reelpaper.co and I'll make sure that you get everything that you need. Thank you!
- Q: How do we receive the eligible perks? I invested and haven't heard anything. Thanks.
  - A: Hi Sarah, all investors were emailed with instructions on how to redeem their investor perks to the email associated with your wefunder account. If you didn't receive anything or can't find the email, feel free to email me at jeff@reelpaper.co and I'll make sure that you get everything that you need. Thank you!
- Q: So I wanted to invest but it says now says that only investors who made a reservation can invest, yet most companies on WeFunder don't lock down in final week. Will you guys reopen investing for those that still want in? I'd love to support Reel, especially as I believe in the space and a native of CA
  - A: Hi Tristin, we hit our fundraising goal and are not looking to actively raise any more for the time being. If that changes and we launch another round in the future, we hope that you can participate! Thanks, Jeff
- Q: have you looked into or will look into making hemp base toilet paper if you succeed in growing your company off of bamboo.
- Q: What and when is your exit strategy?
- Q: What does sustainable bamboo mean? In other words what happens to the bamboo trees when they are cut to produce your product? Are they replanted?
- Q: it is funny i watched shark tank last night and they had a company on called bambooee. they had mentioned that one roll of their papertowels replace 286 rolls of regular paper towels. the mixture of good for the environment plus the cost savings vs regular rolls i liked. i don't know if there are different types of bamboo or not but is that the case for your product, 1 bamboo roll equals 286 rolls of regular paper towels, you could even wash it which i like up to 100 times. what would you say is your biggest difference between you and them? i scrolled through here and found your company. what would you say is the biggest thing you need to do to turn around your financials, don't want to ramble about your financials. how many rolls of paper towels or toilet paper etc can you produce daily etc where you are manufacturing the product? thanks for your time!
  - A: Good question, as I see how this could be confusing. It's important to note that these "reusable" bamboo towels are produced using a very different process vs. disposable towels (which are simply "pressed fibers" to create tissue sheets). For example, bambooee is made of rayon derived from bamboo (it states this on their packaging). Rayon is a synthetic material created through a chemical transformation. These products are more durable, but then take much longer to decompose and breakdown in the environment once disposed of. As for financials, our profitability has greatly improved this year. Our gross margins are much better this year at ~55%. Last year we suffered from an unprecedented spike in ocean freight where rates climbed 10X in the aftermath of COVID. Those rates have stabilized once again to historic rates which has been a big help. Finally, regarding capacity...our manufacturing partners have plenty of capacity to support our growth for at least the next 3 to 4 years and likely beyond.
- Q: Now that there are lots of brands selling bamboo or recycled toilet paper, what makes you stand out and how will you stay competitive in an increasingly crowded market? Thanks
  - A: Great question. We actually welcome competition as it helps to elevate the story and drive more awareness on the problem with using conventional products which are made of trees. As for what sets us apart, I believe it's our team. We are experts with decades of experience in Consumer Products and tissue-making so we know what it takes to be successful: 1) deep focus on the consumer & their needs, 2) a brand that connects and compels consumers to change their behavior, and 3) relentless focus on continual improvements in the product experience so there are no performance trade-offs. You'll notice the difference in our products today versus other sustainable competitors...which consumers frequently remark about in our reviews. Importantly, we are working on some big innovations on the product front which have shown significant improvements on key performance attributes. I wish I could share more at this point, but you'll see these start to hit the market early next year.
- Q: If I send money for investment in your company what, exactly do I receive in return? Please be specific. Thanks, Francis Clarke - fciii54@gmail.com
  - A: Hi Francis, thank you for your question! Your investment converts into Reel shares at the “SAFE” valuation cap as outlined in the WeFunder Investment Terms on this page. Once the company raises a “priced round” from major investors (most often venture capitalists) your SAFE will convert into equity or shares of stock. At this point, you are a shareholder owning equity and you earn a return of the value of that stock goes up over time. If any dividends are paid out to shareholders, you would receive your proportionate share of those proceeds. I recommend reviewing the WeFunder FAQ section here to learn more about how your account is managed after you invest: https://help.wefunder.com/#/investor/after-you-invest
- Q: What percentage of your company is minorities, and what percentage is Women? Particularly in managerial or higher positions.
  - A: Great question. Our co-founder is a minority and the management team is still fairly small as we have just 8 full-time employees. Of those, 25% are women and 12.5% are minorities. This is not where we want to be long term though. As the company grows we've set clear DEI goals as part of our B Corp development plan to ensure our employee mix meets or exceeds the representation of the U.S. population.
- Q: I love Reel TP! ! thought I read that Haiti is one place that Reel Paper sources bamboo. Is this true? I'm wondering if Reel Paper has a corporate policy, yet, of supporting underprivileged communities around the world to rise out of poverty by growing bamboo (as doTERRA International is doing in sourcing their products). Profiting while lifting others up might be another selling point for your already committed and prospective customers. It would be another reason for me to let people know about Reel.
  - A: Hi Prema, our bamboo products are sourced from Asia as it is the primary source of bamboo pulp used in tissue making. We previously had a relationship with SOIL - a nonprofit organization based in Haiti that provides aid and sanitation support to communities in need. Our current give-back partner is One Tree Planted - with every box of Reel sold we work with them to plant trees and support reforestation projects across the planet.