The company got its start with a crowdfunding campaign in 2012. 'When we looked at all of the existing brands that were on-shelf, they were using puppies, pillows, feathers, and bears in their marketing - things that were completely unrelated to the product,' Griffiths said. A pack of 24 rolls is sold for about $30 on the company's site. Toilet-paper rolls are packaged in simply designed paper instead of the plastic that most rivals use. Who Gives a Crap looks a little different, too. Who Gives a Crap donates half of its profits to charities that improve access to toilets and sanitation supplies for people around the world. The company says these are more environmentally friendly than many materials traditionally used to make toilet paper.īut the business model also differs from big brands like Charmin and Scott in another way.
The brand's products, which have expanded to include facial tissues and paper towels, use alternative pulps like bamboo and sugarcane. Who Gives a Crap's strategy has been a combination of revamping the standard toilet-paper production process and touting itself as a brand that stands out from competitors, said Simon Griffiths, the cofounder and CEO. This story is available exclusively to Business InsiderĪnd start reading now. Account icon An icon in the shape of a person's head and shoulders.
