Who Gives A Crap

Who Gives A Crap is an Australian brand operated by Good Goods Pty. Ltd. It sells toilet paper, tissues, paper towels and, since 2024, several types of waste bags. The business combines a direct-to-consumer household-products model with an explicit sanitation and sustainability mission: it markets recycled and bamboo paper products, uses paper-based individual wrapping for its toilet rolls, and commits half of its profits to charitable organizations working on water, sanitation and hygiene. The company was founded by Simon Griffiths, Danny Alexander and Jehan Ratnatunga after Griffiths became interested in the fact that billions of people lacked access to adequate sanitation. It launched in July 2012 through an Indiegogo crowdfunding campaign. To draw attention to the launch and help reach its initial funding target, Griffiths remained seated on a toilet in a warehouse for approximately 50 hours until the campaign raised its first $50,000. Initial customer deliveries began in March 2013. Who Gives A Crap developed a recognizable consumer brand around humorous naming, colorful packaging and a purpose-led purchasing proposition. Its core paper range includes products made from recycled paper and bamboo, while manufacturing has taken place in China, the United States and the United Kingdom. The brand distributes through online channels and had expanded to 36 countries by 2020, with warehouses in Australia, the United Kingdom, the United States and the Netherlands. It is a certified B Corporation and has also been associated with Forest Stewardship Council certification and an A rating in the Natural Resources Defense Council's sustainability assessment of tissue products. The brand experienced an exceptional operational shock during the early COVID-19 pandemic, when toilet-paper shortages caused demand to rise to roughly 30 to 40 times normal daily sales in March 2020. Its online store temporarily showed products as unavailable, and a waiting list grew beyond 500,000 people. The episode increased public awareness of the company but also illustrated the supply-chain pressures affecting a fast-growing consumer-goods business. Who Gives A Crap began receiving external investment in 2021, with reported funding of approximately $50 million from investors including Australian technology investor Mike Cannon-Brookes. The business has continued to frame growth around social and environmental outcomes rather than treating charitable giving as a separate activity. By 2024, it reported donating more than $13 million to WaterAid and other sanitation organizations; other company-reported figures have described substantial support for projects including toilets and water-related facilities in schools and communities. Its charitable partners have included WaterAid, WaterSHED and Shining Hope for Communities. In October 2024, the company broadened its assortment beyond bathroom paper and tissues by adding garbage bags, food-waste bags and dog-waste bags. In 2025 it ended a partnership with influencer Lauren Dubois after disagreement over views concerning Gaza, and it collaborated with Erewhon on limited-edition digestive smoothies. These developments show a brand extending its social-purpose identity into partnerships, public communications and adjacent household categories while retaining sanitation and sustainability as its central positioning.

Who Gives A Crap was established in Australia by Simon Griffiths, Danny Alexander and Jehan Ratnatunga. The founding idea came from Griffiths's interest in global sanitation inequality and the large population without access to a toilet. Rather than treating toilet paper as an undifferentiated commodity, the founders designed a brand intended to make an ordinary household purchase contribute to sanitation projects. The company launched in July 2012 through Indiegogo. Its launch campaign combined crowdfunding with deliberately irreverent publicity: Griffiths sat on a toilet in a warehouse for about 50 hours, continuing until the first $50,000 had been raised. The first products were delivered to customers in March 2013. The company subsequently developed a direct-to-consumer sales model and expanded its assortment around toilet paper, tissues and paper towels. Its principal paper products have been made from recycled paper or bamboo. Toilet rolls are individually wrapped in recycled paper, reinforcing the brand's effort to reduce conventional plastic packaging while making sustainability visible at the point of purchase. Manufacturing has occurred in China, the United States and the United Kingdom. By 2020, the company had approximately 100 staff, shipped to 36 countries and operated warehouses in Australia, the United Kingdom, the United States and the Netherlands. The COVID-19 pandemic became a major turning point. During the toilet-paper shortages of early 2020, the company received approximately 30 to 40 times its usual daily sales in March. Its online store briefly displayed products as out of stock, and its waiting list grew beyond 500,000 people. Although the demand surge created severe fulfillment pressure, it also gave the brand unusually broad public visibility. Who Gives A Crap began accepting investment funding in 2021. Reported investors included Mike Cannon-Brookes, and reported cumulative funding was approximately $50 million. The company has presented itself as a social enterprise within the consumer-staples sector, pledging half of its profits to water, sanitation and hygiene work. Its partners have included WaterAid, WaterSHED and Shining Hope for Communities. By 2024, reported donations exceeded $13 million, while later company-related figures described approximately £10 million in support for projects including Kenyan waterless toilets and toilets in Timorese schools. The company has also pursued formal sustainability credentials. It is a certified B Corporation and has been described as FSC certified. Its tissue products received an A rating in the NRDC sustainability assessment cited in reference material. These credentials complement, but do not replace, the brand's central consumer message: customers can buy a routine household necessity while supporting sanitation and environmental objectives. In October 2024, the company entered adjacent household-consumables categories with garbage bags, food-waste bags and dog-waste bags. In 2025, it ended a partnership with Lauren Dubois after a disagreement relating to Gaza, and it partnered with Erewhon for limited-edition digestive smoothies. The business remains active, with its identity built around humorous communications, environmentally oriented materials, online distribution and charitable giving.

• 2025

  Partnership and communications changes

  [1]Who Gives A Crapen.wikipedia.org

  The company ended its partnership with Lauren Dubois and later collaborated with Erewhon on limited-edition digestive smoothies.

• 2024

  Expansion into waste bags

  [1]Who Gives A Crapen.wikipedia.org

  Garbage bags, food-waste bags and dog-waste bags were added to the product range.

• 2021

  External investment begins

  [1]Who Gives A Crapen.wikipedia.org

  The company began receiving investment funding, reportedly totaling about $50 million and including investment from Mike Cannon-Brookes.

• 2020

  Pandemic demand surge

  [1]Who Gives A Crapen.wikipedia.org

  Early-pandemic shortages produced demand estimated at 30 to 40 times normal daily sales and created a waiting list exceeding 500,000 people.

• 2016

  Bamboo toilet paper introduced

  [1]Who Gives A Crapen.wikipedia.org

  The company added bamboo toilet paper to its recycled-paper offering.

• 2013

  First customer deliveries

  [1]Who Gives A Crapen.wikipedia.org

  The first deliveries were made in March, marking the transition from crowdfunding project to operating consumer brand.

• 2012

  Company launches through crowdfunding

  [1]Who Gives A Crapen.wikipedia.org

  Who Gives A Crap launched in July through an Indiegogo campaign focused on sanitation, social impact and toilet-paper sales.

A humorous, purpose-led household-paper brand combining convenient direct-to-consumer purchasing with recycled and bamboo materials and a commitment to donate half of its profits to water, sanitation and hygiene causes.

• Toilet paper · 2012

  Recycled toilet paper

  A core Who Gives A Crap line made from recycled paper and sold through the brand's purpose-led household-products model. Rolls are individually wrapped in recycled paper, and the product is positioned as a lower-impact alternative to conventional virgin-fiber toilet paper while supporting sanitation donations.

• Toilet paper · 2016

  Bamboo toilet paper

  A bamboo-based toilet-paper line introduced in 2016. It extends the brand's material choices beyond recycled paper and is marketed within the company's sustainability-focused range. Production has been reported in China, the United States and the United Kingdom.

• Household paper

  Tissues and paper towels

  Facial tissues, bathroom tissues and paper towels broaden the brand's presence across everyday household paper needs. They sit alongside toilet paper in the company's direct-to-consumer assortment and carry the same social-impact and sustainability positioning.

• Household waste products · 2024

  Waste bags

  A group of adjacent products added in October 2024, comprising garbage bags, food-waste bags and dog-waste bags. The launch extended Who Gives A Crap from paper hygiene products into other routine household consumables.

• 2025Erewhon C.R.A.P. digestive smoothies

  United States

  Who Gives A Crap partnered with Erewhon on limited-edition digestive smoothies using a deliberately provocative C.R.A.P.-themed concept.

  Outcome. The collaboration extended the brand's humorous identity into a retail food partnership.

  Source
• 2012Indiegogo launch campaign

  Australia · International online audience

  The brand used crowdfunding to finance and publicize its launch. Co-founder Simon Griffiths remained seated on a toilet in a warehouse for about 50 hours until the campaign reached its first $50,000.

  Outcome. The campaign enabled the company to proceed toward commercial production and helped establish its irreverent, sanitation-focused identity.

  Source

• 2025

  End partnership with Lauren DuboisOther

  Background

  The company and influencer Lauren Dubois held differing views concerning Gaza.

  Action taken

  Who Gives A Crap ended the partnership in March.

  Aftermath

  The reference material does not specify further commercial or legal consequences.

  Source

• 2024

  Enter waste-bag categoriesProduct launch

  Background

  The company sought to broaden its household-consumables assortment beyond bathroom paper and tissues.

  Action taken

  It added garbage bags, food-waste bags and dog-waste bags in October.

  Aftermath

  The range expanded the brand into adjacent household-waste products; a separate commercial outcome is not specified in the reference material.

  Source

• 2020

  Temporarily close online ordering during toilet-paper shortagesOther

  Background

  The COVID-19 pandemic created an extraordinary surge in toilet-paper demand, reportedly reaching 30 to 40 times normal daily sales.

  Action taken

  Who Gives A Crap marked its online store out of stock for a short period and created a waiting list as it managed available inventory and fulfillment capacity.

  Aftermath

  The waiting list exceeded 500,000 people, while the shortage period significantly increased public awareness of the brand.

  Source

1. 1Who Gives A Crapen.wikipedia.org