Lauryn Bosstick, the founder of the wellness and beauty brand The Skinny Confidential, is making waves in an unexpected product category: toilet paper. On a recent Tuesday, she officially launched her luxurious, eco-friendly toilet paper, instantly positioning it as a “sexy” item in home essentials. Retailing at $33 for a set of 12 rolls, this extravagant toilet paper is available via a subscription model, suggesting that the mundane act of purchasing toilet paper can be transformed into something indulgent and chic. Bosstick, who also cohosts The Skinny Confidential Him & Her Podcast, was inspired by the excitement of unboxing high-end items, notably recalling the thrill of receiving an Hermès package. This blend of luxury and necessity is central to her mission of redefining how consumers view everyday items.
In anticipation of a lukewarm reaction from the public, Bosstick deliberately chose to unveil the product on April 1st. Despite the possible misinterpretation of her launch as a prank, she is confident in its potential success. Borrowing from her brand’s historical sales successes—such as the rapid sellout of the Mouth Tape and Caffeinated Sunscreen—Bosstick believes the toilet paper could follow suit, potentially leading to a significant waitlist. Previous launches have illustrated the brand’s ability to generate massive interest, and Bosstick’s hope is that this unexpected venture will similarly capture her audience’s imagination, even if it raises some eyebrows.
This idea for toilet paper emerged as Bosstick reflected on her daily habits, particularly as a mother keen on adopting non-toxic products for her family. The revelation that many traditional toilet paper brands contain harmful chemicals like formaldehyde and chlorine motivated her to create a product that aligns with The Skinny Confidential’s values of wellness and sustainability. “The whole industry is so old-fashioned,” she noted, highlighting a glaring gap in innovation within the toilet paper market. By prioritizing clean, sustainable ingredients, her bamboo-based toilet paper aims to disrupt the status quo and provide a safe alternative for consumers, especially for young families.
The packaging of this new product is another noteworthy aspect. Sticking with The Skinny Confidential’s signature aesthetic, the toilet paper comes in thick, luxurious pink packaging that turns the mundane act of unboxing into an elevated experience. Bosstick describes it as akin to “unboxing a Birkin,” aiming to make the experience feel glamorous rather than utilitarian. Throughout her brand’s journey, Bosstick has emphasized the importance of presentation, believing that even products often viewed as mundane can be transformed into luxury commodities with thoughtful packaging and marketing.
Launching exclusively via direct-to-consumer channels for now, Bosstick is already eyeing expansion opportunities through Amazon and other retailers. She acknowledges the advantages of subscription models for everyday items like toilet paper, which can save consumers time and effort. Highlighting the win-win nature of this business move, she points out that creating a seamless shopping experience not only benefits her brand but also the consumers—allowing them to receive high-quality products conveniently at home.
Finally, this launch marks a significant step in The Skinny Confidential’s evolution as it broadens its product range. Bosstick is keenly aware that the success of this unexpected product encapsulates her brand’s mission: to upgrade daily habits and inspire consumers. She has been attentive to customer insights, often incorporating their feedback into product development. As she continues to listen and evolve, more innovative products are lined up for release in the coming year, keeping the momentum alive and ensuring that her brand remains at the forefront of the wellness and beauty space. Through her unconventional yet empowering approach, Bosstick challenges industry norms and invites consumers to think differently about the products they use daily—starting with toilet paper.