TUSHY grew on bathroom humor and toilet paper math.
A bidet that clips onto your toilet, $110 on sale, sold online since 2015 with jokes, a $471-a-year savings claim and creator ads.
BLOOM10X did not work with TUSHY. This breakdown uses public sources only, linked below.
- 2015TUSHY launches its bidet attachment
- Mar 2020Toilet paper sells out; sales go 10x
- 2020$10M in revenue
- 2021$15M in revenue
- 2022On track for $16M as demand cools
- Aug 2026Classic 4.0 launches; “3 million+ butts”
A spike, then a slower climb.
Revenue, 2020–2022
The price ladder
Five plays behind the growth.
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Make the taboo funny
TUSHY sells to “3 million+ butts”, runs a YouTube channel it calls “PooTube” with 505 videos, and opens one ad with “So clean, we drank it on camera” (YouTube; Meta Ad Library, Nov 2026). The joke gets the click; the facts follow in the same ad.
Copy this: if your product is awkward to talk about, say the awkward thing first. Hook rate guide →
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Have an ad ready for the news
In March 2020 TUSHY raised its ad spend and ran “TP shortage? NBD! With Tushy you use 80% less toilet paper.” Sales grew to “more like ten-times” the weeks before (Modern Retail, Mar 2020). In Aug 2026 it ran “Toilet paper prices are about to spike (tariffs, again)” (Meta Ad Library).
Copy this: write the ad for the news event that makes your product urgent before it happens. Meta ads →
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Price it against what it replaces
The product page says “Pays for itself: Save $471/yr on toilet paper”, and the top bar says the bidets are HSA/FSA eligible. 15 of the first 29 live ads repeat the $471 line (hellotushy.com and Meta Ad Library, Nov 10, 2026).
Copy this: show the yearly cost of what your product replaces, next to your price. Conversion →
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Let creators kill the install fear
13 of the first 29 ads run from creator or UGC pages, and most answer one worry: “timed the install. 9 minutes”, renters, cold water. The review summary on the product page leads with install time too (hellotushy.com, Nov 10, 2026).
Copy this: brief each creator on one objection and run the post as a partnership ad. Partnership ads guide →
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Sell the next room up
The $110 Classic leads to the $139 Classic 4.0 (plus $89 installation), seats from $169 to $599, a $1,599 smart toilet, an Ottoman stool and subscribe-and-save fiber gummies (hellotushy.com and Meta Ad Library, Nov 10, 2026).
Copy this: plan the second and third product for the same buyer before you scale ads on the first. LTV calculator →
The TUSHY buy box, annotated.
- 1Two tags first“15% OFF” and “BESTSELLER” sit above 18,873 reviews.
- 2No code to find$129 struck to $110, “15% off applied in cart”.
- 3The payback line“Pays for itself: Save $471/yr on toilet paper.”
- 4Pre-tax money“HSA/FSA eligible, pay with Flex at checkout”.
- 5Bundle & Save1 Bidet, 2 Bidets ($60 off), or Bidet + Stool ($9 off). One is selected.
- 6Price on the button“Add to Cart | $110” updates with the bundle.
- 7Smaller numbersFour payments, or from $19.14/mo with Shop Pay.
Our wireframe of the same box
- 1Eligibility before productThe first thing on the page tells some buyers it’s pre-tax money.
- 2Proof with the priceTags, stars and the count sit on one line above the name.
- 3A visible markdown$19 off, already applied.
- 4The money argumentPayback against toilet paper, not against other bidets.
- 5Choice that isn’t a specFinish is about the bathroom’s look.
- 6Bundles for more bathroomsThe pop-up asks how many bathrooms; the box sells two.
- 7One button with the totalNo surprise at checkout.
- 8Pay over timeShop Pay installments under the button.
- 9The next productA stool for “constipation relief” right under the box.
Our wireframe of hellotushy.com/products/classic-affordable-bidet on Nov 10, 2026. Not a copy of their page.
Our math on the buy box
Our math: price ÷ (yearly spend ÷ 12). $471 is TUSHY’s own claim; put in what you spend. Leaves out water and the toilet paper you still use to dry.
Copy this on your product page
- Show payback against what the product replaces. Conversion
- Apply the discount for the shopper and say so. Conversion
- Offer a multi-unit bundle for buyers with more than one room. Raise AOV
- Put the total on the button and pay-over-time under it.
- Upsell one related product under the buy box. Raise AOV
One question, two Classics.
“How many bathrooms are you shopping for?”
- Three buttons: 1, 2–3, 4+.
- The answer sizes the order before an email is asked for.
- Cashback applies on orders over $99.
“Clinicians’ Choice”
- $139, tagged Web Exclusive, 18,847 reviews.
- “762 clinicians, including OB/GYNs, share this on FrontrowMD without compensation.”
- “Add Bidet Installation $89”, powered by Angi.
“Most manage it in under 15 minutes”
- A written summary of reviews opens with install time.
- 97% would recommend; 16.1k five-star of 18,873.
- Reviewers rate “How easy was it to install?” on a slider.
About 560 live ads, one proof stack.
“Isn’t that just toilet water?”
“So clean, we drank it on camera.” Started Aug 24.
See the ad →“#1 Renter-Friendly Bidet”
No landlord, no plumber, under 10 minutes. Started Aug 24.
See the ad →Active US ads matching hellotushy.com, Meta Ad Library, Nov 10, 2026. “About 560” is Meta’s estimate. Of the first 29 ads: 13 ran from creator or UGC pages; 15 carried “Save $471/year”.
How a brand ad is built.
- 1The objection is the hook“Everyone asks the same question: ‘Isn’t that just toilet water?’”
- 2The same facts every time3 million+ butts, FSA/HSA, 100,000+ 5-star reviews, $471 a year, fits 95% of toilets, 10-minute install, fresh tap water.
- 3Proof on cameraThe water comes from the supply line, shown in the video.
- 4Offer lastHeadlines like “Early Black Friday: Up to 15% Off” with Shop Now.
Our wireframe, built from ads 1584069736743927 and 1143224398166595 in the Meta Ad Library (Nov 10, 2026). Not a copy of the ad.
Three TUSHY videos.
“The reality is, once you use a bidet to clean after pooping you cannot go back to wiping and toilet paper.”
Read it with three caveats.
- A shortage isn’t a plan. Revenue rose 50% in 2021, then the 2022 pace was 6.7% (The Case Centre).
- Claims need backing. $471 a year is TUSHY’s own figure. Use a savings claim only if you can show the math.
- Keep proof numbers in line. Ads say 100,000+ five-star reviews; the Classic page shows 18,873 reviews.
- What we’d change: when a shopper picks “2–3” in the pop-up, preselect the 2-bidet bundle on the product page.
Six moves for a $1M–$10M brand.
- Open ads with the question buyers are embarrassed to ask. Hook rate guide
- Keep a news-triggered ad ready to launch. Meta ads
- Repeat one fact list across every brand ad. Static ads guide
- Brief creators on one objection each. Creator seeding
- Show payback and the bundle in the buy box. Conversion
- Price your next product before you scale the first. LTV calculator
Where every number comes from.
- Gabriela Barkho, “DTC bidet maker Tushy sales have grown 10x in the past week,” Modern Retail, Mar 16, 2020. modernretail.co
- “Tushy Bidets: Beyond the Great Toilet Paper Shortage of 2020,” The Case Centre case spotlight, Connect, Jun 2024. thecasecentre.org
- “‘I learned a big lesson’: Miki Agrawal on her bidet brand and life after Thinx,” Glossy, Nov 18, 2019 (launch year 2015). glossy.co
- TUSHY, homepage, Classic 3.0 and Classic 4.0 product pages and “Find the One” page, viewed on mobile Nov 10, 2026. hellotushy.com/products/classic-affordable-bidet and hellotushy.com/pages/which-bidet-for-me
- Meta Ad Library, active US ads matching hellotushy.com, viewed Nov 10, 2026. facebook.com/ads/library
- TUSHY, official YouTube channel (@HelloTUSHY): channel description and videos dated Mar 27 to Aug 7, 2026, including the Eau smart toilet price. youtube.com/@HelloTUSHY
