Sustainability

How the Pandemic Allowed Upstart Toilet Tissue Brand No. 2 to Take a Swipe at the Big Rolls

Save the forests—and do away with something called 'butt crumble'

pandemic-tissue-no.2-PAGE-2020 — No. 2 eschews plastic wrapping in favor of paper, using distinctive patterns to turn rolls into a design accent.No. 2

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Most every upstart brand hopes for a big breakthrough, that golden moment when its product gets picked up by a magazine, featured in a TV segment or appears on some celebrity’s social media account. There are many ways that a formerly obscure brand can suddenly gain the spotlight and, with it, the chance to go big.

Entrepreneur Samira Far thought that her own brand, which is called No. 2, would get its big break sooner or later.