About Us



About the Founder


What's the No.2 story and how did it all start? Let me introduce myself. I am an entrepreneur, passionate consumer and have an insatiable need to look for experiential improvements. In 2018 I was looking for my next project and product to improve on. I realized that the toilet paper industry is not only dated and dusty, literally, but also major brands are only competing on softness factor. What about reliability, crumble, additive free paper, or plastic free packaging? I got excited to bring a typically mundane product to life in a new way using my love for creative prints, obsession for good branding and quality products as inspiration.

After immersing myself in the world of toilet paper, I quickly learned, to put it simply, that toilet paper consumes A LOT of trees. Global toilet paper production is devastating forests. The more I researched, the more the numbers and statistics shocked me. I knew No.2 also had to be a sustainable solution.

I am fascinated by the fact that one small decision like what we wipe with can have such a huge environmental impact. Now, my team and I are on a mission to change the way you think about toilet paper, how you buy it, and what you can expect in terms of both quality and sustainability. No. 2 is a perfect marriage of luxury, convenience, and sustainability.

I teamed up with passionate folks in manufacturing, marketing, design, financial management and operations to bring this venture to life. I hope to bring you more surprisingly practical, sustainable and luxurious products as we grow.

Toilet paper doesn’t have to be an afterthought. Please wipe responsibly... and well,
Samira Far