Recycled toilet paper brand Who Gives A Crap more than doubled its bottom line to £2.3m in 2024, as its first retail listing helped power a 17% gain in revenue.
The eco-friendly challenger brand, which was DTC until it listed with Waitrose in May 2023, grew turnover to £45.5m in the year to 30 June 2024, up from £38.7m the year before. Operating profit grew 230% to £2.8m.
Who Gives A Crap put its sustained growth down to strong consumer demand for environmentally-friendly products, a successful pivot to in-store and delivered retail with companies like Waitrose and Ocado, and growth in B2B sales. As of July 2025, the business has over 1,800 UK businesses on its books.
The Australian brand, which has been in the UK since 2016, has diversified into new product categories over the past 12 months, including with bin bags, compostable food waste bags and dog poo bags, as well as a Waitrose bag for life partnership.
Industry sources expect further retail listings before the end of the year, as the brand continues its rapid UK expansion.
The company said its profit growth had delivered more money to its parent company, Melbourne-based Good Goods Holdings, which donates 50% of its profits to water, sanitation and hygiene initiatives worldwide.
In November 2024, Who Gives A Crap donated £2.43m to charity, bringing the total raised to £9.8m since the company’s foundation.Emily Kraftman, chief commercial officer at Who Gives A Crap, said the company’s results showed what was possible when businesses balanced good purpose with performance.
“I’m proud to see the continued year-on-year growth of the business in the UK and our ability to deliver products that not only look and feel good to our customers but deliver impact on a global scale,” she added.
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