expectations. “People want to feel great, but they also want to do good with their purchases,” Kamran said. “We’re really tackling both sustainability and social impact with Good Time.” Each Good Time bar amounts to around three plastic bottles of equivalent product, so less plastic is entering the market. Plus, every purchase directly benefits clean water initiatives around the globe, with 50 per cent of profits being donated to a number of charities, such as Splash, Water for People, and WaterAid. These are the same charities supported by WGAC, and Kamran is hopeful that with two brands contributing,  the team can make a bigger difference. WGAC has so far donated over $10 million to charities, and saw its revenue jump 750 per cent in 2020 off the back of the pandemic-induced race for toilet paper. Following the pandemic, the business raised $41.5 million from equity investors. Like WGAC, Good Time is also a certified B Corp. The two brands will also share warehousing and distribution, and a ‘dual checkout’ system has been created to allow customers to buy online from both stores at once. And, while Good Time is at the time of writing live only in Australia, its United States store is launching imminently and its UK store will open by the end of the year. A whole new world Beyond utilising some of the same systems, Good Time is being run as a separate business to WGAC. Doing so allows the team more freedom in how it sells and markets their products, rather than being constricted to the same message as its sister brand. “I don’t know that people would necessarily want to use shampoo with the word ‘crap’ in the brand name,” Kamran said.  “Who Gives a Crap has really established itself as a humorous, fun and light-hearted brand, and I think that will be true for Good Time. But it’s a different kind of humour. It’s a little bit more clever and a bit witty, rather than slapstick.” They are also targeting different markets. The toilet paper and homewares sold by WGAC are fairly universal and could be bought by anyone, but Good Time is firmly aiming at being a premium option in sustainable body care. “These are custom bars, with custom fragrances. We worked with a fragrance house called Bell Fragrances, and everyone who has tested the bars has been pleasantly surprised,” said Kamran. Planning for what’s next The brand quietly launched last week with no marketing behind it, and it had already surpassed expectations – largely as a result of WGAC’s loyal customer base. About a month ago, the brand sent customers a email hinting that something new was coming soon, and over 12,000 people signed up to find out when the time came. “We have a very loyal customer base, and we’ve been very surprised, in a pleasant way, to see the reaction so far,” said Kamran. “We’ve got a strong, sizable audience, and being able to tap into them is an advantage that other startup brands don’t have. The cross sell opportunity across our sites is a massive benefit to launching a secondary brand.” But that’s not to say Good Time will be the last brand launched by the WGAC team. Both brands are also already planning to evaluate expanding into new product ranges where it makes sense.  “We’ll go through this process and learn, but we’re definitely focused on [Good Time] right now.”