There aren’t many brands where the mere mention of their name evokes joy. Whose customers love the brand so much they display the product in their homes and post about it on social media. Especially if that product is toilet paper.

My first substack post in January 2020 described how luxury is evolving:

“When we derive status not from the price we pay, but from the values we align with, what constitutes luxury evolves.”

Who Gives A Crap epitomises this new version of luxury — when you buy from them you’re supporting a company dedicated to sustainable supply chains and the long term goal of giving every person in the world access to a toilet by 2050.

They are the model for Profit For Purpose companies globally. Where many brands market themselves as sustainable today, Who Gives A Crap was doing it ten years ago, and they never cut corners. Everything they do is positioned through the lens of how it will allow them to donate more in the future (including all their investor docs).

It’s this consistent focus over years that builds a sense of trust with customers. Simon, Jehan and Danny were able to bootstrap to considerable revenue with the best unit economics and customer-love metrics we’ve ever seen because once customers sign up they continue to buy forever and do Who Gives A Crap’s marketing for them:

Who Gives A Crap didn’t need our money. They’re profitable and growing fast. But the global opportunity is enormous, and with funding they’ll be able to expand their product mix and geographic footprint faster. If they can grow revenue faster while maintaining margins, the 50% of profits they donate to sanitation will be a considerably larger number in ten years time.

It’s so gratifying to support such a talented team fulfil big, hairy and audacious impact goals and we’re humbled they chose us to support them on the journey.