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Who Gives A Crap reported a 7.5% increase in operating profits to £3.0M for FY25 as it expands in the UK market. The brand is enhancing engagement in the household category, with around 25% of sales from re-engaged shoppers.

The launch of its advertising campaign, Feel Good Toilet Paper, along with limited edition releases, is aimed at invigorating consumer interest. The company has donated £1.28M this year, totaling £11M to date, to support global partners in improving water and sanitation access. Additionally, it is investing in methane-avoidance sanitation carbon credits to address environmental issues alongside its mission.