Toilet paper and toilet paper holders are made for each other, but they are almost never designed that way.
One company thinks about the paper. Another company thinks about the thing holding it. The two products meet in your bathroom and everybody hopes for the best. That has been the arrangement for a long time.
The Betterway × Figura collaboration started with a simpler idea: if you are going to rethink the roll, you should probably rethink what it sits on too.
Betterway makes tree-free bamboo toilet paper and paper towels. Their products are FSC certified, USDA Certified Biobased, PFAS-free, and shipped without plastic packaging. Figura makes the Roto, a spring-loaded toilet paper holder that replaces the usual removable bar with two rotating arms. You push a new roll upward, the arms move out of the way, then return and lock it in place. One hand. One motion. Done.
The overlap was pretty obvious.
Better materials, not just a new color.
Once the collaboration took shape, we did not want to put two logos on an existing product and call it finished. Betterway pushed us to look harder at the material itself.
The standard Roto is already 3D printed in small batches, which lets Figura produce what is needed without committing to a warehouse full of inventory. For this edition, we went further. The body is printed from recycled PLA made from plant-based plastic manufacturing waste. Material that otherwise could have been discarded now becomes an object intended to stay on the wall for years.
The color comes from natural-derived pigments, including sources such as algae, rather than conventional synthetic dyes. The arms remain anodized aluminum because the mechanism still needs to feel solid, move cleanly, and hold up to repeated use. Every Roto is printed on demand and assembled by hand in the United States.
None of that makes manufacturing impact disappear. It does mean we can be more deliberate about what we use, how much we make, and how long the result should last. That is the part of sustainability I find most useful: not treating it as a label, but as another design constraint that forces the object to get better.
Making the old new.
The special edition needed its own visual language too.
Recycling is the act of making something new from something old, so we used that as the starting point. The final pattern takes a seventies checkerboard and bends it into something wavier and a little stranger. It feels familiar without looking stuck in the past. More importantly, it puts some personality into a part of the bathroom that is normally designed to disappear.
That is a recurring idea at Figura. Everyday objects do not need to be loud, but they should be worth noticing. A toilet paper holder can work better and still be something you actually want to look at.
Why this partnership makes sense.
Betterway and Figura are different-sized companies working on different parts of the same routine, but we share a basic instinct: familiar does not mean finished.
Betterway looked at a disposable household product and asked why it still needed to come from trees. I looked at the holder and asked why we still put up with a loose spring bar that needs two hands and eventually falls on the floor. Both questions started with an object most people have stopped paying attention to.
That made the collaboration feel less like a marketing exercise and more like completing the system. Better paper. Better holder. A better experience from the box to the wall.
Available now.
The Betterway × Figura Roto launches today for $65 with free shipping. The exclusive checkerboard edition is produced in a limited run, and Ivory and Walnut versions are also available through the collaboration. Because each one is printed after it is ordered, production and delivery take approximately two to four weeks.
We are also giving away two special-edition Rotos with Betterway bamboo toilet paper. The entry survey is short, but the answers matter: Betterway and Figura are already looking at what this partnership could make next.
This is the first object from the collaboration. It will not be the last.