serioustissues.com
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Serious Tissues: The Carbon-Negative Toilet Paper Play
How an 8-person UK startup is disrupting a $50B industry with radical sustainability and 2,363 glowing reviews
In a market dominated by billion-dollar giants, Serious Tissues isn't just selling toilet paper—they're selling absolution. Every box they ship sequesters 11% of the average user's annual carbon footprint, turning a mundane household staple into a climate action tool.
"They're not disrupting toilet paper—they're weaponizing it against climate change."
The Conscious Consumer Moat
With 8,679 monthly visits and a 4.4/5 Trustpilot rating from over 2,300 reviews, Serious Tissues has found product-market fit with eco-conscious UK consumers. Their 40% direct traffic rate indicates strong brand recall and repeat purchase behavior—a critical metric for DTC sustainability brands where trust is everything.
The Efficiency Paradox
Here's the counterintuitive part: an 8-person team generating $300K in revenue is either massively efficient or severely under-scaled. With 47% organic search traffic driven by branded keywords like 'serious tissues' (330 monthly searches), they've built a defensible brand. But they're missing the 30K+ monthly searches for 'toilet paper'—that's the real opportunity.
Their tech stack (Shopify, Tailwind, PWA) is optimized for conversion, not complexity. They're not building moats with code—they're building them with carbon math and UK manufacturing. The question isn't whether the model works; it's whether they can scale fast enough before incumbents wake up and copy the playbook.
- Radical transparency: 11% carbon sequestration per box is a bold, verifiable claim
- UK manufacturing: Domestic production is both a marketing win and supply chain hedge
- Plastic-free everything: They attack the entire packaging lifecycle, not just the product
The $0.3M Question
Can an 8-person team with a 4.4-star product scale fast enough to make a dent in the $50B toilet paper market? Their carbon math is sound, their customers are loyal, and their moat is real. But scale requires capital, and capital requires metrics that scream 'we can own this category.' They're not there yet—but they're closer than anyone thinks.
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http://serioustissues.com/cdn/shop/files/Serious-Tissues-Logo_1.webp?v=1768497840
Meta Tags
The UK's Most Sustainable Toilet Paper | 100% Recyclable | Made In UK – Serious Tissues
UK Made, recycled, plastic free & every box sequesters 11% of your annual carbon footprint.
The UK's Most Sustainable Toilet Paper | 100% Recyclable | Made In UK
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Reviews (20)
Excellent products - UK-made from recycled material
Can't fault the toilet paper and tissues, quality matches whatever you might find in a superm arket with t he added bonus of being made from recycled paper and being manufactured in t he UK. Can't recommend enough.
Clear communications and given the…
Clear communications and given the recent weather an excellent delivery with your driver placing the box in a dry place provided by us with a note, Thanks
Item received
Placed an order on 15 November 25 and beautiful item received today (22/1/26)
Good morning, I'm sorry that you haven't had the experience you expected and we always hope to deliver. Can you please email us again with your order number so I can look into this for you? The majority of our customers have a great experience - which is at the heart of what we do, so we take these blips very seriously. If you can provide the details I will get this rectified immediately! Kind regards Rob
Great company and products
Great product, with fantastic ethics, prompt delivery in perfect condition.
Would definitely recommend
Great toilet tissue, eco friendly and very easy to order and arrives very speedily. I reached out to customer services with a query and received a fast, efficient and friendly response. Would definitely recommend.
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About serioustissues.com
UK Made, recycled, plastic free & every box sequesters 11% of your annual carbon footprint.
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Technology Stack
serioustissues.com uses 25 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, Sentry, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Traffic & Audience
serioustissues.com receives approximately 8.7K monthly visitors and ranks #2,211,184 globally. The website has a bounce rate of 46% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 0:45 on the site.
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