A new wave of eco-friendly bathroom solutions has arrived in Canada , as Who Gives A Crap , the cheeky, mission-driven Australian toilet paper brand officially expands north of the border.
The announcement, made in October 2025 , puts environmental impact and social change front and center for Canadian consumers, who now have a radically sustainable (and humorous) alternative to conventional toilet paper options. The Hidden Cost of Traditional Toilet Paper In a new survey conducted by Who Gives A Crap , 83% of
Canadians are unaware that their toilet paper is harming the boreal forest—a critical global ecosystem. Even more startling, 88% said they still buy rolls made from virgin trees, despite the fact that over one million acres of the boreal are destroyed every year, threatening biodiversity and accelerating climate change.
A Brand With a Purpose—And a Cheeky Twist Who Gives A Crap was founded in Australia in 2012 , launching when Simon Griffiths sat on a toilet for 50 hours to crowdfund the brand’s first $50k AUD . The brand has since grown from a scrappy disruptor to a global sensation.
Now available in nearly 40 countries, it is recognized for colorful wrappers, playful branding, and a serious commitment: 50% of profits are donated to clean water and sanitation non-profits.
Changing Habits, Rolling Out Change With its Canadian launch, Who Gives A Crap aims to rally more consumers to choose sustainable home products and to raise awareness about the sanitation crisis afflicting billions worldwide…
