Sustainable toilet paper company partners with Target

Reel, a DTC company, is entering Target stores with an exclusive 12-pack of its sustainable toilet paper. The company has a mission to save on use of water and lumber, and serves underserved communities.
Dan Ochwat
Executive Editor
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Reel, a sustainable toilet paper company, is launching an exclusive product partnership with Target that the company says with every purchase helps save water, lumber and reduces single-use plastic.

The Santa Monica, Calif.-based direct-to-consumer company sells an original 24-pack of its sustainable toilet paper at its website,, but the company has developed a 12-pack for an exclusive run inside more than 200 Target stores and online at Reel said when a Target consumer buys the specialty 12-pack of toilet paper it saves 16 pounds of wood and 108 gallons of water. 

The 12-pack is a plastic-free package and in a smaller size to be more convenient for city dwellers in compact spaces. The toilet paper is 100% bamboo and free of inks, dyes and BPA, and is sourced from rapidly replenished resources that have low impact on the Earth’s natural endangered forests.

“Reel’s mission has always been to fight deforestation caused by daily consumable paper products. A majority of paper products sold in retail are still made from virgin fiber, contributing to the acceleration of climate change. Retail expansion will be a critical element of Reel’s growth strategy over the next few years, and we’re excited to partner with Target to help achieve this and reach more consumers for a greater impact. Having similar consumers, it was an easy decision to be able to offer the eco-curious family another accessible way to bring sustainability practices into their homes,” said Reel co-founder Derin Oyekan.

The company said to date through its toilet paper, Reel has eliminated more than 130,000 pieces of single-use plastic, saved over 2,064,600 pounds of lumber, saved 13,392,000 gallons of water, provided access to clean sanitation to over 7300 people in Haiti, and built more than 1,200 toilets in Haiti.

Reel said 2.4 billion people in the world do not have access to a proper toilet. Every box of Reel toilet paper purchased both direct-to-consumer and at Target helps fund the Reel Change platform, supporting quality of life improvements for disadvantaged people around the world. Their current partnership with SOIL provides access to toilets and removes waste from communities in Haiti, reducing the threats of waterborne illness posed by a lack of access to clean toilets.