| Company type | Private |
|---|---|
| Industry | Consumer staples |
| Founders |
|
Key people | Simon Griffiths (CEO) [1] |
| Products |
|
Number of employees | ~100 (2020) |
| Website | whogivesacrap |
Who Gives A Crap (WGAC) is a brand of toilet paper, tissues, and paper towels founded in Australia in 2012. The company sells recycled and bamboo products and donates half its profits to charity.
WGAC was founded in 2012 by Simon Griffiths, Danny Alexander, and Jehan Ratnatunga. [2] Griffiths had the idea for the company after learning that more than 2 billion people didn't have access to a toilet. [3] WGAC launched in July 2012 with an Indiegogo crowdfunding campaign, for which Griffiths sat on a toilet in a warehouse for 50 hours, until the first $50,000 had been raised. [4] [5] The first deliveries were made in March 2013. [5] Since launching,Who Gives A Crap has donated over $13 million dollars to Wateraid and other sanitation charities. [6]
By 2020, WGAC had grown to about 100 staff, and shipped products to 36 countries, with warehouses in Australia, the United Kingdom, the United States, and the Netherlands. [7] The company began receiving investment funding in 2021, totalling around $50 million, from investors including Mike Cannon-Brookes. [2] [8] WGAC is a certified B Corporation, FSC certified, and ranked A in NRDC Sustainability denoting a commitment to positive social and environmental impact. [9]
During the COVID-19 pandemic, especially in early 2020, there were numerous shortages, including of toilet paper. In March 2020, WGAC received 30-40 times the typical number of daily sales, being forced to mark their online store as 'out of stock' for a short time - a waiting list began which grew to more than 500,000 people. [3] [10]
WGAC toilet paper is created from recycled paper, and each roll is also individually wrapped in recycled paper. Since 2016, WGAC also sell toilet paper created from bamboo. [11] [12] Its toilet paper products are manufactured in China, [13] United States, and the United Kingdom.
The company added garbage bags, food waste bags and dog poo bags to its product line in October 2024. [14]
Half of the company's profits are donated to charities including WaterAid, WaterSHED, and Shining Hope for Communities. [11] By 2024, WGAC had donated more than $13 million AUD, with $6 million USD resulting from the company's sales spike during 2020 pandemic shortages. [2] [5] [1]
In 2024, Who Gives A Crap achieved significant retail milestones in the UK. The company secured listings in Tesco, the country's largest supermarket chain. This move contributed to a 17% increase in revenue, with profits more than doubling to £2.3 million. The company's UK sales reached £45.5 million in 2024, marking a 133% profit growth from the previous year. [15]
In June 2025, WGAC introduced a limited-edition product line known as "The Dream Edition." These 100% bamboo toilet rolls featured glow-in-the-dark packaging covered with whimsical illustrations.
WGAC announced a donation of over $3 million to support global sanitation initiatives in 2025. This will benefit approximately 845,000 individuals worldwide. The efforts made align with the company’s goal to donate $50 million by 2028 and expand its presence in supermarkets globally. [16]
WGAC partnered with Los Angeles-based grocer Erewho in a unique collaboration to create a probiotic-rich smoothie named "C.R.A.P." aimed at promoting digestive health. The initiative tapped into the growing “booty beauty” trend, which reflects a broader cultural shift towards open discussions about intimate health and wellness. [17]