Eco-friendly toilet paper brand, Who Gives A Crap, has filed its FY25 UK accounts on Companies House, reporting another year of accelerating growth as it continues to scale its presence in bathrooms across the UK.
The Australian headquartered business, which has been operating in the UK since 2016, reported that its operating profits have increased to £3.0M, up 7.5% from £2.8M in fiscal year 2024, reflecting continued momentum.
UK revenue increased by 13.5% year-on-year to £51.7M, as the brand expanded its scale and visibility across both direct-to-consumer and national retail channels, including a landmark launch in Tesco.
In a category traditionally categorised by low engagement and habitual purchasing, Who Gives A Crap is supporting their retail partners to reignite shopper interest in the household aisle, with approximately one in four of their retail sales coming from shoppers re-engaging in the category.
In the last financial year, Who Gives A Crap secured a major new national listing in Tesco, rolling out its full household range across 247 stores and online, marking its largest UK retail expansion to date. The brand has long-standing partnerships with Waitrose and Ocado, where it continues to drive strong performance and brand visibility, with retail sales value increasing by 42% over the latest financial year.
Beyond grocery, the business is also stocked by commercial partners including Amazon, Everyman Cinemas, Oxfam, and Deliveroo Hop, reflecting sustained demand across both consumer and business channels.
UK brand investment
The year also marked a step up in UK brand investment with the launch of its advertising campaign, Feel Good Toilet Paper, supported by digital channels, billboards and buses across Bristol and Manchester. The campaign celebrates the joy of unwrapping Who Gives A Crap’s distinctively designed rolls and the pride of choosing a product built for impact, highlighting how signature wrappers symbolise a conscious choice customers are genuinely excited to display. The campaign has subsequently rolled out to national TV.
Limited editions as a growth driver
Alongside expanded distribution and brand investment, limited edition toilet paper releases have become a powerful cross-channel growth driver for the brand, injecting excitement into a habitual category in a way that is distinctive and unmistakably Who Gives A Crap.
For example, successful Limited Editions over the last period*** include:
- Seasonal releases such as the festive “Gnome on the Throne” and purpose-led “Dream Edition” delivered a significant influx in new customer acquisition.
- The most recent Christmas ‘Sweet edition’ became the brand’s strongest performing retail limited edition to date, with 47% of sales incremental to the category and 35% driven by shoppers new to the aisle in the previous 6 months****.
- “Earth Edition” recently launched in Tesco and continues this trajectory, celebrating Earth’s natural wonders with a toilet paper made to protect it.
50% of profits donated
The business’s UK performance is a significant boost to Who Gives A Crap’s global mission to help ensure everyone has access to clean water and a toilet. Continuing its commitment to global hygiene and sanitation, the Group’s annual £1.28M donation* brings the total raised to £11M to date.
These contributions support global impact partners working directly with communities to improve access to water, sanitation and hygiene facilities, including Fresh Life, Water for People and WaterAid Australia.
Recently appointed UK General Manager Anna Dominey is leading the next stage of growth in the UK, focussing on expanding retail distribution, strengthening subscription momentum and scaling the brand’s impact. Speaking on the results, Anna said:
“We’re proving that even the most habitual category can be reimagined. 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.
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 £11 million 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.”
Deep dive on Kenya impact
As Who Gives A Crap scales, so does its impact. Long-term partner Fresh Life, a Kenya-based sanitation provider delivering innovative, large-scale solutions across informal settlements, is supported by the Group’s donations.
Fresh Life operates safe, affordable, off-grid container-based toilets, addressing a sanitation and hygiene crisis where nearly two-thirds of Kenyans still lack access to safely managed sanitation*****. The lack of safe, dignified toilets leads to reduced school attendance – particularly for girls – and increases the spread of preventable diseases, impacting the most vulnerable, especially children. Fresh Life services now reach more than 309,000 people with 8,962 toilets demonstrating how sustained funding drives measurable public health and economic outcomes. You can find out more about the work of Fresh Life through this short film, created by BBC Storyworks in partnership with Who Gives A Crap.
Sanitation carbon credits
Beyond traditional philanthropy, Who Gives A Crap is also investing in market-based innovation. In a sector first, the company has backed methane-avoidance sanitation carbon credits that convert human waste into fertiliser and animal feed – tackling both sanitation and climate challenges.
By directly linking growth to scalable impact, Who Gives A Crap shows how purpose-led business can deliver financial performance while accelerating systemic change.
