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.