Australia & New Zealand's Most Trusted D2C Brands 2026 › Joonya
#85 of 100 – Pets & Kids

Joonya

Joonya sells its own nappies, pull-ups, plant-based wipes and bamboo toilet paper direct to families through its own online store, with bulk delivery and subscriptions, in Australia and the US.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 82/100
Joonya ranked #85 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score70.20out of 100
ANZ D2C rank#85 of 100
HeadquartersVarsity Lakes, QLD, Australia
Founded2016
Latest revenueA$9.9M revenue (FY2026)
Trust pillar82/100

The Joonya story

Joonya was founded in Australia in 2016 by Leanne Sexton and Richard Sexton and is owned today by Private, family-owned. It is one of 4 Pets & Kids brands in this year's ranking, where it places #4.

Why people trust Joonya

It says it uses third-party lab testing and its site links to a test results page for customers.

The watch-out

A move of wipes production to a smaller New Zealand supplier led to inconsistent wipes and packaging that it had to discount and reverse, and it has only four staff.

Why Joonya ranks #85

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 82 out of 100.

Room to grow

Brand Recall, scored 34 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Joonya scores 70.20 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
82
Brand Recall (18%)
34
Brand Positioning (15%)
80
Brand Love (15%)
80
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
56
Governance & ESG (4%)
62

Versus its nearest rivals

83PaireFashion · 70.4684MockaHome · 70.2885JoonyaPets · 70.2086Cluey LearningTech · 69.9287Perfect StrangerFashion · 69.16

Questions people ask

What rank is Joonya in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Joonya ranks #85 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 70.20 out of 100.

Why is Joonya trusted?

It says it uses third-party lab testing and its site links to a test results page for customers.

What is Joonya's revenue?

A$9.9M revenue (FY2026), as stated by the company.

Who owns Joonya?

Joonya is owned by Private, family-owned. It was founded in 2016 in Australia and is based in Varsity Lakes, QLD, Australia.

What is Joonya's biggest challenge?

A move of wipes production to a smaller New Zealand supplier led to inconsistent wipes and packaging that it had to discount and reverse, and it has only four staff.

Key facts

BrandJoonya
Company / ownerPrivate, family-owned
HeadquartersVarsity Lakes, QLD, Australia
Founded2016
Founder(s)Leanne Sexton and Richard Sexton
Latest revenueA$9.9M revenue (FY2026), as stated by the company
SectorPets & Kids
Country of originAustralia

Sources

  • Revenue figure published by the company in its own announcements
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.