Who Gives a Crap
Who Gives a Crap is an Australian DTC e-commerce company selling eco-friendly household paper and cleaning products (bamboo and recycled toilet paper, tissues, towels, bags, sponges) directly to environmentally conscious consumers via subscription and one-time purchase, donating 50% of profits to clean water and sanitation charities.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Who Gives a Crap does
Who Gives a Crap (legal entity: Good Goods Pty Ltd) is an Australian direct-to-consumer e-commerce company that designs, sources, and sells eco-friendly household paper and cleaning products, including 100% bamboo and 100% recycled toilet paper, bamboo tissues, bamboo paper towels, sponge scourers, recycled garbage bags, compostable food scrap bags, dog poo bags, and reusable Dream Cloths. Products are made from sustainable inputs (bamboo, a rapidly renewable grass; 100% post-consumer recycled paper; recycled plastic; natural loofah and FSC-certified wood pulp) and are individually wrapped in plastic-free paper packaging. The company is B Corp certified and FSC certified (FSC C190271).
The business operates a subscription-first DTC model through au.whogivesacrap.org, with one-time purchases also available, plus a wholesale program for retailers and an affiliate program for marketing partners. Pricing is positioned competitively at roughly $0.26-$0.31 per 100 sheets of toilet paper, with subscriptions offering a ~20% discount and a $10 first-order credit; orders over $30 ship free with carbon-neutral delivery. The company donates 50% of profits to clean water and sanitation non-profits (WaterAid, Water for People, Splash), with over $20 million donated cumulatively since founding. Founded in 2012 by Simon Griffiths via a 50-hour crowdfunding toilet-sit, the company bootstrapped for nine years before raising a $41.5 million AUD Series A in September 2021 led by Verlinvest, and now operates in Australia and the United States with 51-100 employees.
Who Gives a Crap firmographics
Firmographics- Name
- Who Gives a Crap
- Legal name
- Good Goods Pty Ltd
- Website
- https://au.whogivesacrap.org
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Who Gives a Crap is an Australian DTC e-commerce company selling eco-friendly household paper and cleaning products (bamboo and recycled toilet paper, tissues, towels, bags, sponges) directly to environmentally conscious consumers via subscription and one-time purchase, donating 50% of profits to clean water and sanitation charities.
- Ownership category
- akta.pro rank
Who Gives a Crap industry classification
Industry- Product category
- Sustainable Household Paper Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Papers & Allied Products (2600), Wholesale-Paper & Paper Products (5110)
- akta.pro primary industry
- Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft) (CRAJAFAJ)
- akta.pro secondary industries
- Recycled-Content & Sustainable Tissue/Hygiene Products (IMAMAGAK), Recycled Tissue & Hygiene Products (IMAMAKAF), Paper Towels & Napkins (Disposable Wipes) (CRAJAGAH), Donation, Recycling & Junk Sorting for Garages/Basements/Attics (HSAFADAI)
Keywords
Where Who Gives a Crap is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Who Gives a Crap business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct e-commerce product sales: The company sells eco-friendly household products (toilet paper, tissues, paper towels, sponges, garbage bags, compost bags) directly to consumers through their website. Products are sold both as one-time purchases and via subscription with recurring delivery. Revenue is generated from product sales with margins supported by the B2C pricing model.
- Wholesale distribution: The company has a wholesale program allowing retailers to stock their products, providing an additional distribution and revenue channel beyond direct-to-consumer e-commerce.
- Affiliate program: The company operates an affiliate marketing program (affiliate.whogivesacrap.org/au) where partners earn commissions for referring customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | 100% Recycled Toilet Paper - 48 rolls |
| Subscription | Monthly | 100% Bamboo Toilet Paper subscription |
| Unit Pricing | Pay-as-you-go | 100% Bamboo Paper Towels - 6 double-length rolls |
| Unit Pricing | Pay-as-you-go | Sponge Scourers - 4 sponges per pack |
| Unit Pricing | Pay-as-you-go | 100% Recycled Garbage Bags |
| Unit Pricing | Pay-as-you-go | Compostable Food Scrap Bags - 60 bags |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Who Gives a Crap product offering
Product offeringCore offering
Who Gives a Crap develops, sources, and sells forest-friendly household paper and cleaning products — including 100% bamboo and 100% recycled toilet paper, bamboo tissues and paper towels, kitchen sponges, garbage bags, dog poo bags, compostable food scrap bags, and reusable dishcloths — directly to consumers via its e-commerce storefront with one-time purchase and flexible subscription options. The company donates 50% of profits to clean water and sanitation charities, having raised over $20 million for impact partners to date.
Product overview
Who Gives a Crap is a B2C e-commerce company selling eco-friendly household and personal care products. The core product is 100% Bamboo Toilet Paper and 100% Recycled Toilet Paper, supplemented by bamboo tissues, bamboo paper towels, kitchen sponges (Sponge Scourers), and various waste management products including 100% Recycled Garbage Bags, Compostable Food Scrap Bags, and Recycled Dog Poo Bags. The company also offers Dream Cloths (reusable cleaning cloths) and curated product bundles. All products are sold through the company's Australian e-commerce website with a subscription option for recurring deliveries. The company differentiates itself through a social mission: 50% of profits are donated to clean water and sanitation non-profits worldwide. The company is B Corp certified and FSC certified.
Differentiator
Problem solved
Functional benefit
Products and services
- 100% Bamboo Toilet Paper Premium toilet paper made from 100% bamboo, offered in 24 or 48 double-length rolls. Soft, strong, biodegradable, and individually wrapped in plastic-free paper packaging with black and white designs for environmentally conscious consumers.
- 100% Recycled Toilet Paper Toilet paper made from 100% recycled post-consumer paper, featuring double-length rolls with 400 sheets each. Soft, scrunchable, septic-tank-friendly, and bleached using milder methods free from dioxins for environmentally conscious consumers.
- 100% Bamboo Tissues Three-ply tissue boxes made from 100% bamboo, marketed as a forest-friendly alternative to conventional tissues. Sold in packs of 12 with colorful packaging for environmentally conscious consumers.
- 100% Bamboo Paper Towels Paper towels made from responsibly sourced bamboo with 2-ply sheets for extra absorbency. Each double-length roll contains 120 sheets measuring 22.5cm x 22.8cm, sold in packs of 6 for household cleaning use.
- Sponge Scourers Kitchen sponges made from natural loofah and FSC-certified wood pulp cellulose with water-based ink printing. Each pack includes 4 sponges (11cm x 7cm x 1.5cm each) that are reusable and machine washable for household cleaning.
- 100% Recycled Garbage Bags Garbage bags made from 100% recycled plastic, available in Small (15L), Medium (27-30L), and Large (35-50L, 61cm x 101cm) sizes with easy tie handles and leak/tear resistance for household waste disposal.
- 100% Recycled Dog Poo Bags Dog waste bags made from 100% recycled plastic, sold in packs of 200 bags for pet owners seeking sustainable alternatives to conventional plastic dog waste bags.
- Compostable Food Scrap Bags Certified compostable bags made from plant matter for collecting food scraps. 60 bags per pack (2 rolls) with 12L capacity, certified to AS 4736 / ABAP 10413, suitable for industrial composting and most kerbside green bins.
- Dream Cloths Reusable Swedish dishcloths made from plant-based materials. Holds 13x their weight in water, super absorbent and fast-drying for kitchen cleaning use.
- The Splash Edition (Limited Edition Bamboo Toilet Paper) Limited edition bamboo toilet paper featuring unique water-themed artwork on each roll, available in 24 or 48 roll boxes for a limited time only as a special edition product celebrating the company's clean water impact mission.
- The Bigger Bundle Curated bundle combining recycled toilet paper, paper towel, and tissues at a 20% discount versus buying the items individually, offering convenience and savings for households wanting a complete household paper starter set.
- The Lil' Bundle Smaller bundle option that combines household essentials with compostable rubbish bags, designed for budget-conscious consumers wanting to trial the product range.
Quantifiable outcome
- Over $20 million raised and donated to clean water and sanitation organizations
- +4 more outcomes
Companies that use Who Gives a Crap
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Who Gives a Crap technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Who Gives a Crap partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Young Change AgentscoreWho Gives a Crap partnered with Young Change Agents (non-profit) to launch 'Impact Boss' program aiming to empower 20,000 teenagers annually as social entrepreneurs. The initiative develops youth leadership and social impact skills, launching in 2026 in Australia and the US.
- WaterAidcoreWaterAid is one of the clean water and sanitation non-profits that receives donations from Who Gives a Crap's 50% profit donation model. The partnership helps provide clean water and toilets to communities in need globally.
- Water for PeoplecoreWater for People is a non-profit organization working to provide clean water and sanitation. Who Gives a Crap donates 50% of profits to support their global programs. Photo credits on website show their work.
- SplashcoreSplash is a clean water and sanitation organization. Who Gives a Crap supports Splash through their 50% profit donation model. Photo credits on website show their work in communities.
- Wholesale PartnersminorThe company has a wholesale program allowing retailers to stock Who Gives a Crap products. Specific partner names are not disclosed in available materials.
- Affiliate PartnersminorThe company operates an affiliate marketing program through affiliate.whogivesacrap.org/au. Specific partner names are not disclosed.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Who Gives a Crap competitors and assessment
Company assessmentBroad incumbents
- Seventh Generation: Established eco-friendly household products brand (owned by Unilever) selling paper towels, tissues, and cleaning supplies. Comparable in sustainability-positioned household paper category, though much larger and multi-channel.
- Method Products: Eco-friendly cleaning products brand (owned by SC Johnson/Ecover) selling household cleaning supplies with sustainability credentials. Comparable in eco-positioned household CPG and B Corp-style values, though focused on cleaning rather than paper.
- Grove Collaborative: Larger US-based D2C subscription platform selling eco-friendly household and personal care products. Comparable in subscription e-commerce model and eco-conscious consumer target, though broader category scope.
Direct peers
- Tushy: US-based D2C brand selling bamboo toilet paper and bidet attachments with a sustainability and public-health mission. Comparable in bamboo TP focus and direct-to-consumer subscription model targeting eco-conscious consumers.
- The Good Roll: Dutch-founded direct-to-consumer brand selling bamboo and recycled toilet paper with a social mission donating 50% of profits to sanitation initiatives. Closest comparable in mission, product category, and D2C subscription model.
- Reel Paper: US-based D2C brand selling bamboo toilet paper, paper towels, and tissues with a tree-planting social mission. Comparable in bamboo household paper, subscription offering, and mission-driven positioning.
- Bim Bam Boo: D2C brand selling 100% bamboo toilet paper rolls online. Comparable in bamboo TP category, eco-friendly positioning, and direct-to-consumer e-commerce distribution.
- Pure Planet Club: UK-based D2C subscription brand offering eco-friendly household essentials including recycled toilet paper, kitchen rolls, and cleaning products. Comparable product range and subscription-led e-commerce model.
Regional players
- Quilton: Major Australian toilet paper brand offering recycled and bamboo ranges through traditional retail channels. Comparable category and Australian market presence, though distributed via mass-market retail rather than D2C subscription.
- Sorbent: Leading Australian tissue and toilet paper brand with recycled and bamboo offerings. Comparable category and Australian market competition, though incumbent retail brand rather than D2C subscription challenger.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Who Gives a Crap social profiles
Digital presenceWho Gives a Crap compliance and trust
Trust signalCompliance2 records
Who Gives a Crap financial estimates
Financial estimateRevenue estimate
Valuation estimate
Who Gives a Crap leadership team
Management profileNumber of profiles
Profiles6 records
Who Gives a Crap funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Who Gives a Crap M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Who Gives a Crap
What does Who Gives a Crap do?
Who Gives a Crap develops, sources, and sells forest-friendly household paper and cleaning products — including 100% bamboo and 100% recycled toilet paper, bamboo tissues and paper towels, kitchen sponges, garbage bags, dog poo bags, compostable food scrap bags, and reusable dishcloths — directly to consumers via its e-commerce storefront with one-time purchase and flexible subscription options. The company donates 50% of profits to clean water and sanitation charities, having raised over $20 million for impact partners to date.
Is Who Gives a Crap a public or private company?
Who Gives a Crap is a private company. It is classified as venture growth investor backed and is currently operating.
When was Who Gives a Crap founded?
Who Gives a Crap was founded in 2012. It employs 51 to 100 people.
Where is Who Gives a Crap based?
Who Gives a Crap is headquartered in Melbourne, Australia, in the Oceania region.
How does Who Gives a Crap make money?
Three revenue lines are on record. Direct e-commerce product sales are the primary driver. The others are wholesale distribution and affiliate program.
Who are Who Gives a Crap's main competitors?
Broad incumbents on record are Seventh Generation, Method Products and Grove Collaborative. Direct peers are Tushy, The Good Roll, Reel Paper, Bim Bam Boo and Pure Planet Club. Regional players are Quilton and Sorbent.
Does Who Gives a Crap have an API?
No public API is recorded for Who Gives a Crap.
What industry is Who Gives a Crap in?
Who Gives a Crap's product category is Sustainable Household Paper Products. Its primary akta.pro industry code is CRAJAFAJ, Specialty Household Paper (Recycled, Bamboo, Premium/Ultra-soft), with a secondary code of IMAMAGAK, Recycled-Content & Sustainable Tissue/Hygiene Products. Its NAICS code is 322291 and its SIC code is 2600.