Who Gives a Crap toilet paper has become a staple in many British homes, especially after growing rapidly during the Covid pandemic. Now, the company aims to challenge big names like Andrex, Cushelle, and Little Duck with a more ethical product. This brand offers toilet paper made from recycled paper or bamboo, wrapped in vibrant, colorful packaging.
The Australian company has quickly become the UK’s third largest non-supermarket brand in the toilet paper sector. With plans to expand further, Who Gives a Crap toilet paper recently launched in Tesco supermarkets and hopes to reach more retailers soon.
Co-founder Simon Griffiths explains that the company donates 50% of its profits to clean water and sanitation projects. Giving back to communities remains central to its mission. Griffiths reveals the idea came from an “epiphany” during a bathroom visit, paired with a bold company name and purpose to raise funds for global sanitation.
Since launching, the company has raised nearly £10 million for projects like eco-friendly toilets in Kenya and school bathroom facilities in Timor-Leste. Its UK sales grew 17% in 2024, reaching £45.5 million, with profits more than doubling to £2.8 million. Last year alone, Who Gives a Crap toilet paper donated £2.43 million to sanitation causes, hinting at strong international growth.
The company aims to increase donations to A$50 million (£24 million) by 2028 and reach hundreds of millions in contributions within ten years. Griffiths stresses the urgency: two billion people still lack adequate sanitation worldwide.
Currently, Who Gives a Crap toilet paper appears in over half of Australian supermarkets and recently hit Tesco shelves in the UK. However, the brand faces challenges like inflation and US tariffs on Chinese imports, pushing prices up in key markets.
In the UK, the company’s recycled rolls cost 39p per 100 sheets for a six-pack. This matches Cushelle but costs more than Tesco’s own recycled brand and Andrex’s “family soft” variety.
Griffiths credits the brand’s success to its eye-catching packaging as much as its environmental values. He wanted a stylish, ethical alternative to traditional toilet paper designs, often dominated by white, purple, and puppy images. The wraps encourage people to proudly display their loo rolls.
Initially, Who Gives a Crap toilet paper sold 100% recycled paper made from waste like old letters and boxes. Now, bamboo options and other eco-friendly products, such as recycled tissues and plastic bags, also feature.
The brand continues to expand globally, entering Canada this year and operating in 37 countries overall. It started from a 2012 crowdfunding campaign where Griffiths spent 50 hours on a toilet to raise A$50,000 and gain early customers.
Backed by A$41.5 million from investors like Verlinvest, the company grows steadily. Griffiths believes the brand’s ethical foundation ensures it won’t fade like short-lived trends. Instead, it strives to do the right thing in every decision.
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