Serious was set up in the UK in 2020 by Chris, Cemal, Richard and Martin. who became increasingly concerned about climate change and wanted to do something about it. Between them, the founders have 8 children - and want to make sure there is a decent world for them to grow up in.
“A society grows great when old men plant trees whose shade they know they shall never sit in”. Now while they’re not that old, and clearly it’s great when anybody plants a tree, the sentiment really struck a chord. Cutting down a tree that has been growing for a couple of decades just to make toilet paper seems like the very definition of insanity, especially when we have enough paper in the current system (office paper, newspaper and magazines) to recycle into a great and highly sustainable alternative.
Armed with this knowledge about the world’s serious issues, we created Serious Tissues - a toilet paper brand with a commitment to plant a tree for every roll we sell. We launched in April 2020 with our profits initially going to the NHS Charities Together Foundation to help with the Covid-19 pandemic, before turning our focus back to trees in late 2020. In the first six months, we’ve planted over 150,000 trees - a great start in creating that ‘shade’ for future generations that was our aim at the outset. And that was just the start. Recently we launched Serious Soaps both laundry strips and soap bars, and to continue with our impact mindset we are helping recover ocean-bound plastic while offering a plastic-free product.