Few entrepreneurs have made as big a splash in personal care products as Miki Agrawal. As the creative force behind TUSHY, Agrawal is on a mission to revolutionize American bathroom habits by introducing a product that’s commonplace in many parts of the world but still novel in the United States: the bidet.
TUSHY offers a simple yet ingenious solution – a bidet attachment that can be easily installed on existing toilets without complex plumbing or renovations. The company has even developed a portable version for those who want to maintain their new hygiene routine while on the move. But what truly sets TUSHY apart isn’t just its product; it’s Agrawal’s unique approach to marketing, a topic that many consider taboo.
Agrawal’s branding strategy for TUSHY is a delicate balance of aspiration, artistry, and irreverence. She recognizes that to get people talking about bathroom habits, you must break down barriers with humor while maintaining a respectful tone. This approach has allowed TUSHY to tackle a sensitive subject in an engaging and informative way.
One of TUSHY’s most compelling selling points is its environmental impact. The company claims that using their product can reduce toilet paper usage by up to 80%. This message resonates with consumers looking to reduce their environmental footprint in a world increasingly concerned with sustainability.
Agrawal, who describes herself as a “serial disrupter,” constantly evolves TUSHY’s marketing strategy. She believes maintaining interest is crucial, so the company’s campaigns often feature unexpected elements that align with the brand’s identity while pushing boundaries just enough to spark conversation.
The TUSHY logo itself is a testament to Agrawal’s creative approach. Featuring a stylized human bottom within a water droplet, it cleverly encapsulates the product’s function as a “shower for your butt.” This straightforward yet playful branding is critical to TUSHY’s strategy of normalizing bidet use in American culture.
When it comes to getting the word out, Agrawal clearly prefers mid-sized influencers. She targets those with around 150,000 followers and a 10% engagement rate, believing this sweet spot offers the best balance of reach and authentic connection with audiences.
Recognizing that many Americans are unfamiliar with bidets, TUSHY invests in long-form explainer videos. These demonstrate the product’s benefits and highlight environmental issues related to toilet paper production. For instance, they point out that it takes 37 gallons of water to produce a single roll of toilet paper and that 15 million trees are cut down annually for this purpose.
One of TUSHY’s most successful marketing efforts was surprisingly low-budget. A video featuring a friend of Agrawal’s simply reading product reviews while seated on a toilet has resonated strongly with viewers. This success underscores Agrawal’s belief that authenticity and creativity often trump big production budgets regarding marketing effectiveness.
But Agrawal knows that more than clever marketing is needed for long-term success. Drawing from her experience with previous ventures, she prioritized bringing in strong operational talent early in TUSHY’s development. This focus on solid management has been crucial to the company’s growth and success.
At its core, TUSHY aims to do more than just sell bidets. Agrawal sees her company as a vehicle for simultaneously elevating humanity and protecting the planet. She believes that achieving these lofty goals requires challenging societal norms and preconceptions, especially around taboo or embarrassing topics.
As TUSHY’s Chief Creative Officer, Agrawal is committed to disruptive innovation and social enterprise. Her vision extends beyond the bathroom – she’s out to change the world, one tushy at a time. With over a million satisfied customers already using TUSHY products, it seems her unconventional approach is paying off.
Agrawal’s success with TUSHY is just the latest chapter in her entrepreneurial journey. Her previous ventures, including the sustainable pizzeria chain WILD and the period underwear company THINX, demonstrate her knack for identifying and addressing overlooked needs in innovative ways.
Throughout her career, Agrawal has received numerous accolades for her entrepreneurial prowess. She’s been listed among INC’s Most Impressive Women Entrepreneurs, made Crain’s 40 Under 40 list, and even graced the cover of Entrepreneur Magazine.
As TUSHY continues to grow and evolve under Agrawal’s creative guidance, one thing is clear: innovation and a willingness to tackle taboo subjects can lead to remarkable success in the world of personal care products. Miki Agrawal’s journey with TUSHY proves that with the right blend of humor, purpose, and determination, even the most unlikely products can significantly impact personal hygiene and environmental conservation.
