Melbourne mum creates Emotions toilet paper to make $300k

A devastating and tragic event that turned a mum’s world upside down during the pandemic led to a business venture she hopes will change lives for the better. WARNING: Distressing

A mum’s life was “thrown upside down” when her niece took her own life during the height of the city’s first lockdown when the pandemic hit but it led to a business idea that she hopes will change lives.

Rochelle Rich was faced with explaining the tragedy to her son and wanted to find a visual chart that would help him understand emotions and feelings.

But a search of the internet was fruitless with nothing age appropriate.

It led to her working with a graphic designer to create a simple emotions chart for people going through similar circumstances and she realised it wasn’t only her son that would benefit from it.

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Melbourne mum Rochelle Rich’s idea for her toilet paper company was born out of tragedy. Picture: Jason Edwards

The 36-year-old then created her business called Emotions where she decided to place the chart on the packaging of toilet paper and sell it.

“The business came from grief. We lost a loved one in our family and before that I had my own struggles with postnatal depression and anxiety,” she told news.com.au.

The ideas came from setbacks and the uncertainty, coming to terms with emotions and to teach my younger son, who was only two at the time, the emotions and feelings that we were going through.

“It was in 2020 when it wasn’t even a personal story anymore – there was no food on shelves in the supermarket and there was panic in the air as you didn’t know who you could stand next to and you couldn’t see grandparents, so our whole routine, especially here in Melbourne, was thrown upside down.”

Ms Rich said she took a “big leap of faith” by self-funding the business initially, which has since caught the eye of investors.

The brand has fulfilled 5000 orders since launch. Picture: Supplied

She wanted to help her son understand emotions. Picture: Supplied

Launched in March 2021, Emotions has now clocked up 5000 individual sales, are on track for 800 subscribers next month and have an average spend of $92 per order.

The Melbourne woman said putting the chart on toilet paper allows people to check in with their emotions daily and also begin a process of healing if needed.

“For me personally being very busy there are only a few spare moments in this crazy world,” she said.

“If I’m lucky to have alone time it’s going to the bathroom so it’s about checking in, in one quiet space … and it’s a beautiful, mild design.

“It’s not meant to be alarming but you can sit there and flick through some cute cartoons – happy, sad, disappointed, excited – where you can check in and associate with them.

“It’s almost a peaceful experience and … the real draw card is the alliance with three mental health charities because people now especially, but even before the pandemic, one-in-five had been impacted by mental health in Australia, but in last 12 months and since pandemic it’s now two-in-five, which is a very high statistic.”

The brand promises to give 50 per cent of all profits to mental health charities Beyond Blue, The Black Dog Institute and Lifeline.

She wanted to help explain the tragedy to her young son, Raphi, 4. Picture: Jason Edwards

Since the success of the toilet paper venture, Emotions has expanded into items that were “especially chosen as everyday products” including hand paper towels, tissues and baby wipes.

She said the focus on these type of items was so that people would see them in every day spaces such as the kitchen, bathroom or a child’s room.

“I had postnatal depression and those baby wipes – mums just churn through them, so having that constant reminder to watch emotions in the baby room and baby bag – I wonder if I’d had something like that, if it would have made first 12 or 18 months easier back then,” Ms Rich added.

The brand started off with toilet paper. Picture: Supplied

Now she has her sights set on major supermarkets listing her products by 2023.

“We are now poised for national distribution and rapid expansion. The plan is that people across the country will be able to buy Emotions from hundreds of supermarket locations by the middle of next year,” she said.

“I am currently in talks with the major supermarkets who are super keen to range Emotions because it’s an ideal way they can show their customers that they support mental health charities. I’m really proud they are so keen and believe in what we stand for.”

She hopes to change lives. Picture: Jason Edwards

Ms Rich said Emotions would never be tied to “one particular product” but household products would be a big part of the brand in its future.

She also has a lofty goal – to see her “products in every household and workplace in Australia and eventually the world”.

“I want to see this save lives. I’ve got to get the message out into every household and workplace,” Ms Rich said.

Emotions is currently running an equity crowd-funding campaign to support its expansion.