Yahoo Lifestyle EXCLUSIVE: Lauryn Bosstick’s The Skinny Confidential Is on a Mission to Make ‘the Birkin Bag of Toilet Paper’
Lauryn Bosstick wants to make toilet paper sexy, and it’s not an April Fool’s joke.
The founder of wellness and beauty brand The Skinny Confidential and cohost of The Skinny Confidential Him & Her Podcast on Tuesday is launching luxurious, nontoxic toilet paper, which will retail for $33 for 12 rolls and will be available via subscription.
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“[It’s] the Birkin of toilet paper,” Bosstick said, adding that she was inspired for this product by unboxing an Hermès package.
Bosstick intentionally chose to launch the product Tuesday, as she expects her customers will think it’s a joke. However, Bosstick sees significant potential for this launch. While the team didn’t share specific sales projections, it is expecting the product to sell out and garner a significant waitlist, as the brand’s previous launches have. Specifically, The Skinny Confidential’s Mouth Tape, $35, sold out within 48 hours and amassed a waitlist of 20,000 people, while its Caffeinated Sunscreen, $45, sold 10,000 units in a day and reached a 10,000 person waitlist.
The idea for toilet paper, which Bosstick agrees is her most unexpected launch to date, was an obvious must-do as she assessed her own daily routines and what would be next for The Skinny Confidential.
“The Skinny Confidential is [all about] touching your daily habits and upgrading them,” she said. “I am auditing every single area of my life, from a mother standpoint, and I am just trying so hard to be nontoxic and clean. I’m using toilet paper obviously, every day. My kids are using it. It’s in their most intimate areas. I started to look into it, and I was blown away. The whole industry is so old-fashioned. No one has disrupted it, and it’s something we do all day long… [Traditional brands] have formaldehyde, chlorine and BPAs in them.”
Therefore, Bosstick has created a sustainably sourced, bamboo-based version free of PFAS, BPA, plastic, chlorine and formaldehyde, but of course, with a Skinny Confidential twist. Like all of her other products, the toilet paper is housed in luxurious, pink packaging.
“[It comes in] a very luxurious box. It’s thick, it’s girly, it’s beautiful,” Bosstick said. “It makes unpacking your toilet paper just romanticized, which is what the brand does… It’s truly like unboxing a Birkin.”
While launching just direct-to-consumer to start, Bosstick hopes to bring the product to Amazon and additional retailers in the future, given the appeal of the subscription model for toilet paper.
“It’s a win for the brand. It’s a win for the consumer, and if retail does it, it’s a win for them, because it makes everything seamless and easy,” she said. “It’s essentially saving the consumer time.”
To celebrate the launch, the brand will be releasing a commercial and coordinating content with aligned influencers to highlight key aspects of the toilet paper, most notably that it is luxurious and clean.
In addition to being a conversation starter, Bosstick said this launch marks a significant move for the brand.
“This one is exciting because it puts The Skinny Confidential in the clean home space,” she said. “When it started, we were doing beauty tools, and it’s evolved, and it’s grown based on my consumers growing [and] I’m growing.”
Although it may be a surprise to many, it’s not a totally random launch, as Bosstick is always aiming to address her consumers’ needs.
“Some of the products are ones that they don’t know they want, but they’ve asked for it inadvertently,” she said. “We try to find what the consumer wants before they know they want it.”
Toilet paper was a great example of this.
“The first inclination that the audience would be interested was I posted the toilet paper I was using, which was another brand that was kind of hitting the nontoxic points but not all of them, and the swipe-ups that I got were like six figure swipe-ups,” said Bosstick. “It was probably one of my top sales on LTK [a shopping platform where creators can monetize their followers’ purchases]… People wanted this. They wanted clean toilet paper for their family.”
She added: “Other [launches] are ones that they have direct messaged me [about]. I [have] kept thousands of screenshots in an Excel sheet, and we’re taking their point of view. We’re just trying to make it pretty, make it more functional and update it.”
With this in mind, there is of course more to come this year. Bosstick said to expect four more The Skinny Confidential launches in 2025.
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