1. The business is primarily focused on the United States, with its main offering being subscription-based e-commerce for sustainably sourced bamboo pulp and recycled paper hygiene products (such as toilet paper and tissues).
2. It is an emerging brand in the eco-friendly consumer goods e-commerce space, with competitors including Who Gives A Crap and Seventh Generation.
3. The brand terms used on the official website are "Reel Paper" or "Reel".