Well Made

At the beginning of the pandemic, we all discovered that toilet paper is a product that we've taken for granted. But since 2012, Danny Alexander, Co-founder and CPO of Who Gives A Crap has unraveled the true potential of the stuff.From launch, Who Gives a Crap has had purpose built into their business. They donate half of all their profits to non-profit organizations that are working to improve access to hygiene, water and basic sanitation in developing countries. With a 1,100% increase in sales, that's totaling out to a staggering $4m donation this year.On top of that, the bulk of the toilet paper they sell is made from 100% recycled paper, and the rest is made from bamboo.Their witty toilet humor and playful patterns may not be what you'd expect from a brand so grounded in giving back, and that's exactly the idea. In this episode, Danny talks sourcing, branding, and scaling to meet the demands of a pandemic.You can find images and link on the Lumi Blog.