You probably didn't have "Rumer Willis breastfeeding on a toilet" on your 2025 bingo card. Yet, here we are. The eldest daughter of Bruce Willis and Demi Moore recently sent the internet into a predictable tailspin. She didn't do it with a movie premiere or a red carpet gown, though. She did it with a roll of bamboo.
Specifically, the Rumer Willis toilet paper conversation centers on a partnership with a brand called PlantPaper. It's an ad that is purposefully jarring. In the clip, Rumer is perched on a commode, nursing her daughter Louetta, while casually discussing the "cursed smoothie" of chemicals found in traditional bathroom tissue.
It’s raw. It’s kinda gross to some. It’s total marketing genius to others.
The Ad That Broke the Bathroom Wall
Let's be real: most celebrity endorsements feel like they were filmed in a sterile lab. Not this one. Rumer Willis is leaning fully into her "crunchy mom" era. She isn't just selling a product; she's selling a lifestyle that prioritizes toxin-free living, even in the most private moments.
The ad features her reading off ingredients like bleach, formaldehyde, and PFAS. These are the "forever chemicals" that most of us try to ignore while we're doing our business. Rumer doesn't let you ignore them. She treats the bathroom like a boardroom.
Why the breastfeeding? Honestly, it’s a power move. It bridges the gap between the vulnerability of motherhood and the hard-nosed reality of consumer safety. By showing her toddler in the shot, she’s making the point that what touches her body eventually impacts her child. It’s a message that resonates deeply with the "clean living" crowd, even if it makes the "I don't like" subreddit lose its collective mind.
What Is PlantPaper Anyway?
If you're wondering why a Hollywood actress is talking about her "ass" (her words, not mine) on Amazon Prime commercials, you have to look at the brand. PlantPaper is part of a new wave of startups trying to disrupt the "Big Toilet Paper" industry.
They use bamboo. Why? Because trees are for breathing, and bamboo grows like a weed. Most mainstream toilet paper is made by cutting down virgin forests, soaking the pulp in chlorine to make it white, and adding "strengthening agents" that stay on your skin.
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Rumer’s pitch is simple:
- No Bleach: That's why the paper is a natural tan color.
- No Formaldehyde: Because why would you want that near your most sensitive parts?
- Sustainably Sourced: It’s 100% FSC-certified bamboo.
She’s joined by other celebs like Alicia Silverstone and Stephen Dorff in this campaign. Dorff’s line in his own version of the ad—"I know a thing or two about a-holes"—is arguably more iconic, but Rumer’s version is the one that stuck. It felt more personal. It felt more... unfiltered.
The Science of "Clean" Wiping
Is this all just celebrity fluff? Not exactly. There’s a growing body of evidence regarding the skin's permeability. The perineal area is one of the most absorbent parts of the human body. When you use paper treated with elemental chlorine or synthetic fragrances, you aren't just cleaning; you're depositing.
Health experts have long warned about the cumulative effect of endocrine disruptors. While a single wipe won't give you a disease, the average person uses about 50 pounds of toilet paper a year. That’s a lot of exposure over a lifetime.
Rumer Willis has become a bit of a champion for this "toxin-free" movement. It’s not just about the paper. She’s also a Global Creative Partner for Pura, a brand focused on plastic-free wipes and non-toxic diapers. She’s basically building a portfolio of products that scream "I care about what's in the nursery."
Why This Matters for the Willis Legacy
Rumer has always walked a fine line. Being the daughter of two of the biggest stars on the planet comes with a specific kind of pressure. For years, she was just "Bruce and Demi’s kid." Now, she’s "Rumer: the Single Mom Activist."
She’s been incredibly open about her life recently. She shared her home birth story. She’s been transparent about the "hard" days of single parenting after her split from Derek Richard Thomas. She’s given us updates on her father’s battle with frontotemporal dementia (FTD).
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This toilet paper partnership is an extension of that transparency. It’s messy. It’s human. It’s a far cry from the perfectly polished Hollywood image her parents grew up with. In 2026, authenticity is the only currency that actually buys loyalty. People don't want the movie star on a pedestal; they want the mom who cries in the woods and worries about the chemicals in her wipes.
The Backlash and the "Gross" Factor
Naturally, not everyone is a fan. If you scroll through the comments on any platform hosting the ad, you’ll see a 50/50 split.
- The Supporters: "Finally, a real portrayal of motherhood!" or "I never knew about PFAS in toilet paper, switching now."
- The Detractors: "Why do we need to see this?" or "Is nothing sacred anymore?"
There is a specific kind of "shame" associated with the bathroom that these startups are trying to break. By putting a high-profile actress on the toilet, PlantPaper is forcing a conversation about a product we use every day but never think about. It’s "marketing gold" because it’s polarizing.
How to Make the Switch to "Clean" Paper
If the Rumer Willis toilet paper saga has actually convinced you to look at your own bathroom habits, you don't have to go full "Hollywood Activist" to make a change. You just need to know what to look for on the label.
1. Look for TCF (Totally Chlorine Free)
Most brands use "Elemental Chlorine Free" (ECF), which is better than nothing but still involves chemicals. TCF is the gold standard.
2. Check for Bamboo
Bamboo fibers are naturally softer and stronger than recycled paper, which can often feel like sandpaper. Plus, it doesn't require the massive amounts of water and pesticides that tree-farming does.
3. Avoid "Extra Soft" or "Lotion-Infused"
Ironically, the "premium" features are usually where the chemicals hide. If it smells like a "Summer Breeze," it’s probably loaded with phthalates.
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4. Consider the Subscription Model
Companies like PlantPaper or Who Gives A Crap (which Rumer is often mistakenly linked to because they share a similar vibe) thrive on subscriptions. It’s usually cheaper in the long run and ensures you never run out and have to buy the "bleached" stuff at the corner store in an emergency.
Beyond the Bathroom
Rumer’s influence is spreading. She recently joined Sereniby as Chief Creative Officer, a startup focused on nursery air quality. She’s clearly carving out a niche as the go-to expert for the "Conscious Parent."
She’s even launched her own platform, "Rumer Has It," to curate these types of products. It’s a smart move. Instead of just being a face for a brand, she’s becoming the gatekeeper for a specific demographic of parents who are tired of being lied to by big corporations.
Whether you find the ad empowering or just a bit too much "TMI," you can't deny that it worked. You’re here. You’re reading about toilet paper. And you’re probably thinking about what’s sitting in your bathroom right now.
To really lean into the "Rumer lifestyle," start by auditing your most-used household items. Check your laundry detergent for synthetic fragrances. Swap your plastic water bottles for glass or stainless steel. It’s not about being perfect—Rumer herself says she’s all about "progress, not perfection"—it’s about being informed.
Next time you're at the store, take five seconds to read the back of the package. If it looks like a chemistry final, maybe put it back. Your "ass" (and the planet) might just thank you.
Actionable Insight: Check your current toilet paper packaging for the "FSC" logo or "TCF" (Totally Chlorine Free) certification. If it’s missing both, your next purchase should be a bamboo-based or unbleached alternative to reduce your daily chemical exposure.