Who Gives A Crap: Sustainable Toilet Paper With a World-Changing Mission

You use toilet paper every day, but you probably don’t think much about where it comes from or what it supports. 

Who Gives A Crap asks you to reconsider that routine purchase. The brand turns a basic household essential into a way for you to support better sanitation access worldwide.

Founded in Australia, Who Gives A Crap is a certified B Corporation that donates 50% of its profits to sanitation and clean water projects. The company pairs that mission with eco-friendly materials, plastic-free packaging, and products designed to perform like conventional brands.

How the brand started: a simple idea with an unconventional launch

You don’t often see a startup begin with a toilet stunt. Co-founder Simon Griffiths famously sat on a toilet for 50 hours to raise the first $50,000 needed to start production. The stunt worked because it matched the problem the brand wanted people to notice: sanitation is essential, yet rarely discussed.

The founders weren’t just selling toilet paper. They were responding to the reality that billions of people still lack access to safe toilets. 

That insight shaped a business model where everyday purchases help fund long-term sanitation solutions. As the company expanded internationally, that core mission stayed central rather than becoming a side message.

What you buy: eco-friendly bathroom essentials that fit daily life

You’re not expected to sacrifice comfort or convenience to support the mission. The product lineup is designed to feel familiar while reducing environmental impact.

Key offerings include:

• 100% recycled toilet paper made without virgin tree pulp
  
  

• Bamboo toilet paper for a fast-growing, renewable alternative
  
  

• Paper towels and tissues using the same ethical model
  
  

• Plastic-free packaging, with each roll wrapped in paper
  
  

The recycled option focuses on softness and strength, while the bamboo version appeals if you prefer plant-based fibers. In both cases, you’re choosing products meant to compete with mainstream brands, not replace them with something inferior.

How your purchase creates impact

The defining feature of Who Gives A Crap is its commitment to donate 50% of profits to sanitation and water projects. This isn’t a one-off campaign. It’s built into how the business operates, with the remaining profit supporting growth and product development.

To ensure effectiveness, the company works with established partners such as WaterAid. These organizations handle on-the-ground implementation and long-term planning, which helps your purchase support sustainable outcomes instead of short-term fixes.

Projects funded may include:

• Toilet construction in underserved communities
  
  

• Hygiene education programs
  
  

• Clean water infrastructure
  
  

• Menstrual health initiatives
  
  

You can also see how funds are used through public impact reports, which outline donation totals and project types. That transparency helps you understand where your money goes.

Environmental choices beyond donations

If sustainability matters to you, the brand’s environmental approach goes further than charitable giving. Products carry FSC certification, signaling responsible fiber sourcing. Manufacturing and logistics are also reviewed to reduce emissions and resource use.

Two practical benefits stand out:

• Recycled paper and bamboo reduce pressure on forests
  
  

• Paper-based packaging replaces common plastic wrap
  
  

These choices address some of the biggest environmental issues tied to traditional toilet paper production.

What the experience feels like as a customer

You can order once or use the subscription model to avoid running out. Delivery schedules and quantities are adjustable, which keeps the experience practical rather than rigid.

The packaging plays a role too. Bright paper wraps turn an ordinary delivery into something noticeable and shareable, helping keep the mission visible without feeling forced.

Why choosing this brand matters

You’re already buying toilet paper. Who Gives A Crap gives you a way to align that purchase with your values. 

By choosing products that reduce environmental impact and fund sanitation access, you turn a routine habit into a small but meaningful contribution to a larger global issue.