In 2020, Leila and her husband Tom founded Naked Paper, driven by a simple question: Why is loo roll white? Traditional loo roll is bleached and processed with chemicals just to look 'clean' - something she and Tom saw as unnecessary and harmful to the environment. They believed loo roll doesn’t need to be white; it needs to be better. Leila and Tom have since sold nearly 30 million loo rolls to over 250 UK households and supplied businesses such as The Eden Project and Glastonbury Festival.