Reel Change

It's time to change our toilet paper & paper towels for good.

Our Mission

Quality and convenience are expected in today's world, but until recently we hadn’t fully considered the impact of some of these luxuries. Take paper goods - we use them everyday and they are traditionally made by cutting down trees in healthy forests. This action, for something as small as paper, has massive ripple effects on the planet.

At Reel, we're on a mission to change the paper industry. We've reimagined what paper could be, creating products that are better for the planet and still deliver the premium quality and convenience you expect.

The Root of the Problem

What are the ripple effects of deforestation and why is paper setting a bad example? Let’s take a closer look.

1. Deforestation:

we cut down thousands of trees daily to make traditional paper products

2. Global Warming:

trees play a pivotal role in controlling climate change.

3. Smart Sourcing:

wood is a renewable resource not an unlimited one

4. Single-use Paper:

products like toilet paper and paper towels make poor use of trees.

5. Sea Of Plastic:

the majority of paper products are wrapped in plastic packaging, which ends up in landfills or oceans.

Reel Solutions

At this point, it should be clear that we can’t continue down the path we’re currently on. There has to be a better way. Thankfully, we have options—and they don’t require any significant lifestyle changes. We can all continue to enjoy the comfort and convenience of toilet paper and paper towels; we just need to be a little more creative in how we make them. Here's how we do it:

Here's how we do it:


Bamboo Is Better

In fact, bamboo is one of the fastest-growing plants on earth. Which means rather than cutting down 100 year old trees to make paper, we can use bamboo which grows back in 3-5 years. It also grows back from the same root once harvested, so it causes less damage and erosion to the ecosystem, making sustainable forestry a possibility. While bamboo is different from trees in a lot of ways, they also share some of the best qualities, including sequestering large amounts of carbon and making soft, strong paper goods.

No plastic package of toilet paper

No Plastic, Fantastic

When you picture the paper aisle at the store, what do you see? We see a lot of plastic. Using more sustainable materials to make our paper is only part of the equation. Our sustainable paper goods are packaged and shipped in eco-friendly materials and come wrapped in 100% recyclable paper. We’re committed to packaging that is sustainable, biodegradable, and, yes, plastic-free.

Rolls of toilet paper stacked and shot from above

Recycled Paper - What’s Old Is New

But bamboo isn’t our only option, there are other alternative fibers, such as recycled fiber, that can be used to create sustainable paper goods. Our recycled paper products use only premium, recycled material (minimum 80% post-consumer fiber) sourced from places like offices and schools. By turning this discarded paper into a recycled paper towel it gives it a another product lifecycle and makes better use of our trees.

Our recycled paper fibers are also sourced exclusively from North America and made right here in the USA.

Going the Extra Mile

While bamboo is an excellent substitute for regular toilet paper, it introduces some challenges—namely, overseas shipping. That’s why Reel offsets 100% of the carbon emissions produced in overseas transportation through our partners Flexport and the Foundation.

Hopefully, as more consumers express interest in bamboo-based products, less-distant sources will rise to meet that demand; in the meantime, we’re doing our part to minimize our footprint.

Our Sustainability Journey

We've come a long way - but we still have a ways to go. We're committed to constantly improving our practices and products to be better stewards of the environment.


Bamboo Toilet Paper

Our flagship product, the first toilet paper to show that premium, tree-free paper is possible.


Plastic-free Packaging

By changing the tape on our boxing to paper tape, we made our packaging completely plastic-free.

Three hands holding bamboo paper towels


Bamboo Paper Towels

Bringing sustainable paper to the kitchen, we launched our first sustainable paper towel product!


Bamboo Toilet Paper At Target

Reel Paper becomes the first tree-free, plastic-free bamboo paper brand sold at Target.

A hand holding recycled paper towels


Recycled Paper Towels

After months of testing and tweaking, we launched our first product made from recycled fibers.


Carbon Neutral Freight

Through our amazing partners at Flexport and Carbonfund we were able to offset our freight shipments!

Small changes, big impact.

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