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Overview
Who Gives A Crap makes eco-friendly toilet paper, paper towels, and tissues from recycled paper or bamboo. Its products are biodegradable, free of inks, dyes, and scents, and are sold through a direct-to-consumer subscription plus wholesale. It differentiates itself by donating 50% of profits to water, sanitation, and hygiene projects and by being a certified B Corporation. Its goal is to improve global sanitation by funding WASH programs while expanding access to sustainable bathroom paper globally.
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Simplify's take
What believers are saying
- July 2026 Hived partnership cut UK last-mile emissions up to 76% on one-quarter of orders.
- July 2026 Parks Project collaboration sold limited bamboo inventory and added a $20,000 NPCA donation.
- November 2026 Hopeful Monsters appointment signals heavier brand investment to sustain cultural relevance and acquisition efficiency.
What critics are saying
- November 2026 customer-data breach exposed names, emails, addresses, and spend, accelerating phishing and trust damage.
- Third-party software dependence creates recurring attack surface; another supplier breach could trigger regulators and churn.
- Private-label and Amazon grocery alternatives compress pricing, and brand-led sameness can erode premium margins fast.
What makes Who Gives A Crap unique
- 50% of profits fund sanitation nonprofits, giving buyers measurable impact with every purchase.
- Direct-to-consumer subscriptions plus retail distributors in 36 countries create recurring demand and broad reach.
- Premium sustainable paper and limited-edition collaborations keep the brand culturally distinctive, not commodity toilet paper.
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