How a Toilet Stool Became a $100M+ Brand — And 5 Lessons You Can Steal

Let’s talk about one of the weirdest (and smartest) physical product wins of the last decade.

The Squatty Potty.
Yep. A footstool… for pooping.

Back in 2011, a Utah family had a problem.
Mom was having digestive issues.
A doctor mentioned that humans are actually designed to squat to poop. Sitting on a normal toilet kinks your colon, which makes things… harder.

So her son built a simple stool that props up your feet while you sit, putting your body in the “squat position.” She felt better. He made one for friends. Word spread.

Here’s where it gets fun…

They decided to sell it online. But how do you market a product that makes people uncomfortable to even say out loud?

You make it hilarious.

In 2015, they dropped the now-famous “Pooping Unicorn” ad.
A rainbow ice cream–pooping unicorn explaining colon health. It went mega-viral — 50M+ views, $1M in sales in 24 hours, and a Shark Tank deal.

Fast forward: Squatty Potty has sold over 8 million units and pulled in more than $175M in revenue.

5 Lessons You Can Steal (Even if Your Product Isn’t Bathroom-Related)

1. If your product is “weird,” lean into it.
They didn’t tiptoe around what Squatty Potty does. They made it the headline. When you own the weird, you own the conversation.
→ How to use it: If your offer feels awkward to talk about, turn that awkwardness into your hook.

2. Make the science stupid-simple.
They didn’t say “improves anorectal angle.” They said “unkinks your colon so you poop better.”
→ How to use it: Translate your features into blunt, everyday language. Then add a visual.

3. Go all-in on one unforgettable piece of content.
The Pooping Unicorn wasn’t a blog post. It was a shareable masterpiece designed to live in people’s heads rent-free.
→ How to use it: Stop cranking out forgettable content. Make one thing so good people have to share it.

4. Own a habit.
This isn’t a gadget you use once and forget. You poop daily. They built themselves into a daily routine.
→ How to use it: Ask yourself — how can your product become part of someone’s ritual?

5. Upgrade your SKU, not your audience.
They started with one plastic stool. Then came bamboo, folding, slim, adjustable. Same customer. Higher margins.
→ How to use it: Once you have a customer, think “What’s the next version they’d happily pay more for?”

The Big Takeaway

The Squatty Potty story isn’t about bathrooms. It’s about owning your positioning, mastering your message, and making something so shareable that your customers do the marketing for you.

If a poop stool can go from a family garage to $175M in sales… your product can, too.

Now go make your “Pooping Unicorn.”