Charitable donations by eco-friendly loo roll company Who Gives a Crap have hit a total of £11m, as the Australian challenger brand wins significant growth in the UK.
UK revenues for the brand grew 13.5% to £51.7m in the year to 30 June 2025, as Who Gives a Crap entered into partnership with Tesco and scaled its DTC and Amazon-listed offerings.
The business, which entered the UK in 2016, donates half of its group profits to global hygiene and sanitation programmes to improve access to clean water and toilets.
Accounts filed at Companies House showed UK operating profits stable at £3m, up from £2.8m thanks to strong topline growth and a £1.1m decrease in administrative expenses.
The increase in operating profits came despite a squeeze on gross margin, which fell from 34.6% to 28.7% of sales, and reinvestment of income to build an “efficient and sustainable” operational infrastructure.
“We are growing at pace in the UK, scaling our retail footprint and strengthening our subscription base, to build a business that balances performance with purpose,” said UK general manager Anna Dominey.
“Through our distinctive wrappers, we are bringing a sense of joy to an everyday essential and showing that impact can be as simple as changing what’s in your bathroom.
“Passing £11m raised is a major milestone and I’m proud that we are building a future where we help to make clean water and safe toilets a reality for everyone. The more we grow, the more impact we can create.”
Who Gives a Crap’s Tesco listing in July 2025 post-dated its financial year end, but the sale of inventory before the nationwide rollout helped give a final bump to revenues before the year closed. The loo roll brand has long been established in Ocado, and has sold through Waitrose for several years.
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