Mark Cuban, Marc Benioff, Robert Downey Jr., Gwyneth Paltrow, and Uber CEO Dara Khosrowshahi are investing in toilet paper

A slew of big name entrepreneurs and celebrities are really circling the drain with their latest investment.
Led by Greycroft Partners, a who’s who of celebrity investors including: Mark Cuban, Marc Benioff, Iron Man and Pepper Potts (er… Robert Downey Jr. and Gwyneth Paltrow), Uber’s chief executive Dara Khosrowshahi, Seattle Seahawks quarterback Russell Wilson, Ashton Kutcher and Guy Oseary’s Sound Ventures, and  Code.org founder Hadi Partovi are investing $3 million into the new toilet paper brand Cloud Paper. (Grammy Award-winning singer/songwriter Ciara, serial-entrepreneur Grant Ries, Muse Capital, Ashley and Marc Merrill and The Chainsmokers’ Mantis Ventures are also backing the company)
Why? Because they’re hoping to save the environment.