Who Gives a Crap

About Who Gives a Crap

Who Gives A Crap is a for-profit social enterprise that manufactures and sells eco-friendly toilet paper, paper towels, and tissues. The company operates on a direct-to-consumer model, primarily through online subscriptions, and also distributes its products through a growing number of retail partners. Its customer base consists of environmentally and socially conscious consumers who are willing to pay a premium for sustainable products that contribute to a charitable cause.

The company was founded in Melbourne, Australia, in 2012 by Simon Griffiths, Danny Alexander, and Jehan Ratnatunga. The idea was sparked by the founders' knowledge that billions of people worldwide lack access to basic sanitation. Griffiths, who studied economics and engineering, had previous experience with social ventures. Ratnatunga has a background in mechatronics engineering and computer science, while Alexander's expertise lies in marketing and design. To raise initial capital, the founders launched a crowdfunding campaign on Indiegogo, during which co-founder Simon Griffiths famously sat on a toilet for 50 hours until they secured $50,000 in pre-orders. The first products were delivered in March 2013.

Who Gives A Crap's core business revolves around selling household paper products made from sustainable materials. The product line includes toilet paper made from 100% recycled paper or bamboo, as well as paper towels and facial tissues. The recycled products are made from post-consumer waste paper sourced from schools and offices, and are free of inks, dyes, and scents. The bamboo products offer a soft and strong alternative. A key feature is that all products are biodegradable and made without virgin trees, helping to reduce deforestation. The company is a certified B Corporation, signifying it meets high standards of social and environmental performance, accountability, and transparency.

The company's business model is intrinsically linked to its social mission: to donate 50% of its profits to non-profit partners to fund water, sanitation, and hygiene (WASH) projects in developing countries. This model has proven successful, with the company donating over $13 million AUD to charities like WaterAid to date. The company has seen significant growth, expanding its operations to 36 countries with warehouses in the UK, US, and the Netherlands. In 2021, it secured its first round of investment funding, raising $41.5 million to scale its operations and impact.