Mark Cuban, Marc Benioff, Robert Downey Jr., Gwyneth Paltrow, and Uber CEO Dara Khosrowshahi are investing in toilet paper

Mark Cuban, Marc Benioff, Robert Downey Jr., Gwyneth Paltrow, and Uber CEO Dara Khosrowshahi are investing in toilet paper

A slew of huge identify entrepreneurs and celebrities are actually circling the drain with their newest funding.

Led by Greycroft Partners, a who’s who of movie star traders together with: Mark Cuban, Marc Benioff, Iron Man and Pepper Potts (er… Robert Downey Jr. and Gwyneth Paltrow), Uber’s chief govt Dara Khosrowshahi, Seattle Seahawks quarterback Russell Wilson, Ashton Kutcher and Guy Oseary’s Sound Ventures, and founder Hadi Partovi are investing $three million into the brand new rest room paper model Cloud Paper. (Grammy Award-winning singer/songwriter Ciara, serial-entrepreneur Grant Ries, Muse Capital, Ashley and Marc Merrill and The Chainsmokers’ Mantis Ventures are additionally backing the corporate)

Why? Because they’re hoping to save lots of the atmosphere.

Founded by Ryan Fritsch and Austin Watkins, two former staff of Khosrowshahi’s at Uber who went on to take roles on the logistics startup Convoy, Cloud Paper is certainly one of a number of corporations making an attempt to get shoppers to make the swap to bamboo-based rest room paper. But it might be the one one to get such excessive profile traders to flush it with wads of money.

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A year-and-a-half within the making, Cloud Paper started when the 2 colleagues began speaking about launching their very own enterprise, however one that would have an instantaneous impression on the local weather disaster they noticed as essentially the most urgent societal subject.

Image Credit: Cloud Paper

They settled on rest room paper due to its huge contribution to deforestation, a key contributing issue to local weather change. According to statistics offered by the corporate 15% of deforestation is because of rest room paper manufacturing alone and roughly 40,000 bushes are lower down for US shoppers to wipe up (with rest room paper and paper towels. The firm estimates that a median family may save over 250 bushes by switching to bamboo primarily based rest room paper (ideally theirs).

“We needed Cloud Paper to be a drive for good on this planet,” mentioned Watkins. “We needed to search out one thing much like taxis and trucking when it comes to the scale of the market and one thing that would have a very huge impression onthe group and the atmosphere from day one.”

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To be sure that impression the corporate is offsetting twice the quantity of carbon emissions which can be generated from its enterprise operations and has carried out so since day one, the founders mentioned.

Currently, the corporate sells on to companies, which have been its preliminary market, and has lately launched a direct to shopper service the place its sells its bamboo rest room paper at a value of $28 for 24 rolls. A worth level roughly in step with the trade’s going price for rolls.

“We have been investing in a number of corporations over the past 5 to 10 years which have been on this vein,” mentioned Greycroft enterprise companion Alison Lange Engel. What compelled the agency to again Fritsch and Watkins was the background in logistics and shopper merchandise and the business-to-business focus that the 2 entrepreneurs initially went to market with, Engel mentioned.

And the choice of bamboo because the supply product was no accident. “Bamboo sequester extra carbon and releases extra oxygen,” mentioned Fritsch. “It’s a magical plant to continue to grow and harvesting… particularly when the choice is an previous progress forest.”

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