Miki Agrawal, the mastermind behind TUSHY, is on a mission to transform bathroom habits in the United States. As the creator of a user-friendly bidet attachment, Agrawal is tackling the taboo subject of personal hygiene with a blend of humor, innovation, and environmental consciousness.
TUSHY offers a simple solution to an age-old problem: a bidet attachment that can be easily installed on existing toilets without a complex setup. The company has even developed a portable version for those on the go. Agrawal’s approach to marketing this product is as refreshing as the product itself—aspirational and artistic while embracing the inherent humor in discussing bodily functions.
In a country where bidets are far from commonplace, Agrawal faces the challenge of educating consumers about the benefits of this hygiene method. TUSHY’s website boldly claims that users can reduce their toilet paper consumption by 80%, appealing to personal cleanliness and environmental concerns.
The company’s marketing strategy is constantly changing, adapting to capture public attention. Agrawal, self-described as a “serial disrupt-her,” ensures that TUSHY’s campaigns are informative and engaging. The brand’s voice is deliberately funny and irreverent, designed to lower people’s defenses when discussing a typically uncomfortable topic.
Agrawal believes that maintaining interest is crucial, and TUSHY’s marketing campaigns frequently feature unexpected elements that align with the brand’s identity. The visuals are artfully crafted, pushing boundaries just enough to spark conversation without offending.
The TUSHY logo, featuring a stylized human bottom within a water droplet, cleverly encapsulates the product’s function as a “shower for your butt.” Agrawal acknowledges that changing ingrained bathroom habits is no small feat, especially in a culture where such topics are often considered taboo.
When it comes to advertising, Agrawal favors collaborations with mid-sized influencers, specifically those with around 150,000 followers and a 10% engagement rate. She believes these partnerships offer the best balance of reach and authentic engagement.
To address the lack of public understanding about bidets, TUSHY produces long-form explainer videos. These demonstrate the product’s benefits and highlight environmental issues, such as the 37 gallons of water required to make a single toilet paper roll and the 15 million trees cut down annually for toilet paper production.
One of TUSHY’s most successful videos features a friend of Agrawal’s reading product reviews while seated on a toilet. Despite its low production cost, the ad has resonated strongly with viewers, proving that creativity often trumps big budgets in marketing effectiveness.
Agrawal emphasizes the importance of strong management in TUSHY’s success. Learning from her experience with her previous venture, WILD Restaurants, she brought in operations professionals early to ensure a solid foundation for TUSHY.
At its core, TUSHY aims to elevate humanity and protect the planet simultaneously. Agrawal believes that to achieve this, it’s necessary to challenge societal norms and preconceptions. She views many societal controls as arbitrary and outdated and encourages people to create their own reality.
As TUSHY’s Chief Creative Officer, Agrawal focuses on disruptive innovations and social enterprises. Her goal extends beyond selling bidets; she aims to change the world, one tushy at a time.
Miki Agrawal’s journey with TUSHY is just one chapter in her entrepreneurial story. She previously launched WILD, a sustainable pizzeria chain, and THINX, a company producing period underwear. Her achievements have earned her recognition, including being named one of INC’s Most Impressive Women Entrepreneurs and making the cover of Entrepreneur Magazine.
With over a million satisfied customers using TUSHY products, Agrawal continues to challenge the status quo, proving that with the right blend of innovation, humor, and determination, even the most unlikely products can significantly impact personal hygiene and environmental conservation.
