Following the launch of their range of eco-friendly, Indigenous designed toilet paper, First Nations sanitary brand Yarn'n has grown increasingly popular across social media, most notably on TikTok.

Yarn'n is a simple yet niche business idea which has led to great success, says co-founder Lane Stockton, a proud Wiradjuri man who was raised and still lives on Quandamooka Country.

"My background's in residential construction—I ran my own building company for years—but I've always been drawn to purpose-driven work. I wanted to build something that not only made good business sense but also gave back and helped amplify culture," Mr Stockton said.

"Yarn'n came out of that desire to connect culture with everyday life. I co-founded the business with my mate David Croft, and together we saw an opportunity to share First Nations stories in a way that was completely unexpected—through toilet paper.

"The idea was simple: put culture in homes all over the country, spark conversation, and use business as a vehicle for impact. That's been our mission since day one. We called it Yarn'n because that's what we're doing—sharing stories, having conversations, and building understanding."

When founding Yarn'n Mr Stockton said both he and Mr Croft noticed a gap in the market when it came to culturally rich and environmentally friendly sanitary items.

"Toilet paper's something every household uses—but there was nothing on the shelves that felt like it had any real cultural or environmental depth. It was all generic, commoditised. We thought, what if we could make a 100 per cent recycled toilet roll that didn't just tick the eco box, but actually meant something," Mr Stockton said.

"So we created products that feature original First Nations artwork and language, turning something as everyday as a dunny roll into a tool for learning and connection. It's practical, but also powerful. People tell us their kids are learning language, or they've had conversations with friends they might never have had otherwise—all because of what's on our packaging.

"It's proof that culture doesn't need to be locked away in galleries or classrooms. It can live right there in your home, every single day."

Mr Stockton says the businesses growth has been "phenomenal," with more than 220 per cent revenue growth year on year

What started as a small online-first business has now scaled nationally," he said.

"We're ranged in Woolworths stores right across the country, and our products are being used in cafés, offices, schools, and some of Australia's leading hotel and hospitality groups such as Rydges, QT and Ovolo Hotels.

"It's humbling to see how far it's come in such a short time."

Mr Stockton says social media has played a significant role in Yarn'n's success, with TikTok leading the businesses online popularity.

"A big driver behind that growth has been TikTok and social media more broadly. Early on, a few big creators such as @yeahnah_notbad (13.3K followers) and @the.isaac.compton (196K followers) picked us up and shared what we were doing—the artwork, the recycled story, and the cultural side of it all," he said.

"From there, the momentum built organically. People love seeing the product, learning a few words in language, and knowing that their purchase has a purpose. TikTok has helped amplify that message in a way traditional media never could."

Conscious about creating a brand which benefits not only the consumer, 50 per cent of Yarn'n's profits go towards supporting First Nations education, something Mr Stockton is equally passionate about.

"Giving back is at the core of why Yarn'n exists. From day one, we've committed to donating 50 per cent of our profits to support First Nations education through our partnership with Yalari—a brilliant not-for-profit that provides high school scholarships to Indigenous children from regional and remote communities," he said.

"After just our first year in business, we were proud to sponsor our first student, who began school in 2025. That was a massive milestone for us—it proved that a product as everyday as toilet paper could help change lives. And we're not stopping there. In 2026, we've committed to supporting three more students, with the goal of growing that number every year as the business scales.

"Yalari's work is life-changing. They don't just open school gates—they open doors to opportunity, leadership, and strong community foundations. For us, it's not a marketing line—it's the legacy we want to build. We're not here to just sell toilet paper. We're here to create real, long-term impact for our mob."

Mr Stockton advised other looking to launch a business influenced by First Nations culture and community to start with respect, connection and integrity.

"Start with respect. Whether you're mob or not, the foundation has to be built on genuine connection and integrity. Don't just use culture as branding—listen to community, collaborate properly, and always ask yourself: who benefits from this," Mr Stockton told Style Up.

"If you're Indigenous, bring your whole self to it. Your perspective is powerful. And if you're non-Indigenous, work alongside community in a way that uplifts—not extracts.

"Also, don't wait for things to be perfect. Yarn'n started with a clear "why" and a willingness to figure things out along the way. That's all you need to begin. People are looking for brands with heart and purpose, so if you lead with that, the rest will follow."

Mr Stockton stressed the importance of being authentic online and how a genuine social media presence can resonate with community and consumers, leading to ongoing success.

"Social media, especially platforms like TikTok, have been hugely helpful in growing Yarn'n," he said.

"If you're looking for a way to amplify your business without extra dollars, TikTok allows you to tell your story directly, without gatekeepers.

"If the product is visual and the message is strong, when people see it, they'll understand the purpose behind it, and it sparks real connection.

That kind of engagement just isn't possible through traditional media alone."

Mr Stockton encouraged other Indigenous-led businesses to not wait "until its perfect" to start sharing what they're doing online.

"Just start sharing what you're doing, why you're doing it, and who you are," he said.

"Your story is your strength, people connect with honesty and heart more than polished marketing, especially on social media.

"Also, lean into community. We've found that when your message is real, creators and followers will often amplify it because they believe in it. You don't need a huge budget, just a clear purpose and a willingness to show up."

Mr Stockton said whilst Yarn'n is relatively new, the opportunities and offers have been coming in thick and fast.

We're just getting started. We've got exciting growth happening in the B2B space through Our Bunji, by Yarn'n, which is our range tailored to workplaces, schools, and the hospitality industry," he said.

"We're seeing huge traction across the country, and we're continuing to partner with venues and businesses that want to make their procurement more purposeful.

"We're also expanding our collaborations with Indigenous artists—working with more voices from different Nations to create packaging that educates, celebrates, and connects. And yes, we've got a few new product developments coming down the pipeline, always with sustainability and culture at the heart.

"The big picture? Keep growing, keep giving back, and keep culture at the centre of everything we do."

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