Who Gives A Crap Delivers 100% Recycled Toilet Paper Aussies Love
From Melbourne start-up to global sensation, this loo roll brand is making millions, helping millions and having fun doing it.
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When Simon Griffiths co-founded Who Gives A Crap in 2012, he wasn't chasing headlines or investors. He was focused on one thing: helping tackle the global sanitation crisis – and doing it through something as everyday as toilet paper.
'We started Who Gives A Crap when we learnt that over two billion people don't have access to clean water and sanitation,' Mr Griffiths said. ' Impact has always been at the core of our business – and that's something that will never change.'
FROM HUMBLE BEGINNINGS
The idea was simple: Sell sustainable toilet paper online, donate 50 per cent of profits to clean water and sanitation projects, and make the customer experience feel good – literally and figuratively.
From its first crowd-funding campaign to now, the brand has stuck to that formula, growing from a Melbourne-based start-up to a global powerhouse.
'We raised $50,000 in 50 hours from our original crowd-funding campaign, which told us pretty quickly the idea resonated,' Mr Griffiths said.
COVID'S TOILET PAPER CRISIS
A few years later, a pivotal moment in time catapulted the brand's reach: The toilet paper panic of March 2020.
As supermarket shelves were stripped bare during the pandemic's first wave, Who Gives A Crap completely sold out – and built a waitlist of half a million people.
'#ToiletPaperGate was an unprecedented time,' Mr Griffiths said, 'but it showed us just how connected our community had become.'
As demand soared, the team stayed focused on their long-term goal: donating more, and reaching more people in need.
'Donating more than $10 million in our first 10 years was huge for us,' he said. 'But our largest donation – $5.85 million in 2020 – really showed the kind of impact this model can have when scaled. And hopefully we can beat that in the next couple of years!'
WORLDWIDE DOMINATION
Now operating in almost 40 countries, Who Gives A Crap has sold more than 800 million rolls of toilet paper to date, and donated over $18 million to its WASH (Water, Sanitation and Hygiene) partners – all while keeping its distinctly cheeky tone.
It's a business that's managed to pair lightness with purpose, engaging people with humour while working to solve a serious issue.
'While we love a good toilet joke, our real aim is to use humour and humanness to engage people in a serious issue – making sure everyone has access to clean water and a toilet,' Mr Griffiths explained.
'In a world where people already feel overwhelmed by constant bad news, we believe doing good shouldn't feel like another burden.
'By adding a bit of joy and delight to the everyday, we hope that we're showing that making a difference can be surprisingly easy and a lot of fun.'
COLOUR, MOVEMENT AND LOTS OF PUNS
That approach – wrapping a mission-led brand in brightly coloured packaging and very good puns – has helped Who Gives A Crap carve out a cult following.
Customers share their deliveries on social media, submit pet photos featuring the product, and in one case, even used the rolls to decorate a wedding cake.
'Even Harry Styles' mum is a fan,' Mr Griffiths said.
Alongside the playful tone is a successful business model that's generating impressive results. The company now holds nearly 10 per cent of the Australian toilet paper market, has passed one million Australian customers, and continues to expand its presence in the UK and US – with retail partners including Whole Foods and Waitrose now stocking its signature rolls.
It hasn't always been easy.
Running a purpose-led company across multiple regions comes with its own set of challenges – especially when your brand name includes the word 'crap'.
'We've learnt that 'crap' can be a contentious word in some markets,' Mr Griffiths said, laughing.
'That hasn't stopped us from sticking with the same brand name globally – it's been a huge strength of ours.'
HONESTY THE BEST POLICY
Mr Griffiths also stressed the importance of transparency, especially for brands trying to balance purpose and profit.
'You don't have to be perfect,' he said.
'Failing is usually okay as long as you're transparent. We have a saying that our customers will forgive us for our lumps and bumps as long as we're honest about them.'
That authenticity extends to the company's internal culture and its approach to innovation. 'We've learnt the importance of zigging when everyone else is zagging,' Mr Griffiths said. 'So many of our best decisions have come from staying true to our values and listening to our community.'
'A FORCE FOR GOOD'
The business has already expanded beyond toilet paper, too – launching garbage bags and pet waste bags in late 2024, with more product innovations and limited-edition drops planned for the months ahead.
'We've got some fun things in the works,' Mr Griffiths said.
'Whether it's new products or new designs, we're always thinking about how we can make sustainable choices feel exciting – not like a compromise.'
At its core, Who Gives A Crap remains proof that doing good doesn't have to be boring. It can be fun, funny – and financially sustainable.
'We're showing that business can be a force for good,' he said. 'And the more we grow, the more impact we can have.'
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Meet the expert
Louise Conville is a journalist, copywriter and endurance athlete with a passion for compelling storytelling across fashion, beauty, health and fitness. With two decades of editorial and content experience, she blends creativity with strategic insight to deliver content that resonates. Outside of work, she's an ultra runner and aspiring triathlete who's happiest on a long trail – occasionally off course, but always moving forward. For stories on writing, running and everything in between, find her on Instagram @louise_conville.
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