How this brand made toilet paper cool and earned almost $10M 🤯🧻
Most brands try to differentiate inside the category.
Who Gives A Crap did the opposite —
they redefined what the category meant.
Toilet paper didn’t suddenly become exciting.
But buying it became a statement.
That’s the shift:
From functional purchase → identity-driven decision.
And that’s how you turn a commodity into an almost $10M brand.
What makes Who Gives A Crap stand out is more than just quirky packaging or humor—it’s their commitment to sustainability and social impact that resonates deeply with consumers today. Their 100% recycled toilet paper wrapped in colorful, recyclable packaging turns an everyday product into a design statement that sparks conversations in any bathroom. This move from a purely functional item to a personal and ethical choice shows how powerful brand storytelling can be. Personally, I found that using Who Gives A Crap's products made me feel like I was supporting a bigger cause every time I replaced a roll. Their bold approach, including hilarious messaging on their packaging and campaigns—like their co-founder sitting on a toilet for 50 hours—adds a human and relatable touch that sets them apart from conventional brands. Beyond the toilet paper, the company’s launch of a coffee brand cleverly ties into their mission by encouraging purchases that contribute to better sanitation worldwide. What impresses me the most is that 50% of their profits go directly to building toilets and improving sanitation in developing countries, making every purchase meaningful. The growth in their revenue—an 18% increase in 2023 to nearly £39 million—reflects how consumers are eager to support brands with purpose, aligning spending with values. It’s clear that Who Gives A Crap didn’t just make toilet paper cool; they made it a statement about sustainability, design, and global citizenship. Their success is a prime example of how redefining categories and blending humor with social good can create an identity-driven consumer experience that goes far beyond the product itself.
