We make toilet paper. But really, we're funding the wild.

Most toilet paper brands talk about trees. They never talk about who lives in them.

Save the trees, they say. Stop deforestation, they say. Better for the planet, they say. But a tree isn't just a tree. It's a home for a koala, a hiding place for a lion cub, a hunting ground for an elephant. It's the difference between a forest with a thousand species in it and a clear-cut with none.

That's what's missing from this whole category. The animals.

I started Safari Kind because toilet paper shouldn't be boring, and it shouldn't pretend the stakes are abstract. The stakes are wildlife. So we made a roll that says so out loud.

Bamboo, not trees. Our paper is 100% bamboo. It grows three feet a day, regenerates from its own roots, and doesn't take a single habitat to harvest. Just as soft, just as strong, none of the cost.

10% to the wild. Ten percent of our profits go to conservation nonprofits doing the actual work of protecting endangered species. Not someday. Every order.

Animals on every roll. A panda, a lion, an elephant, a crocodile, a flamingo, a koala. Six of the many species we're here for. We put them on the wrappers because we want you to see them, learn their stories, and remember why this matters every time you reach for a roll.

Toilet paper is a strange place to start a movement, but it's one of the most universal products in the world. A small change here adds up. That's the bet we're making — that a lot of small kindnesses will become something big.

— Christian