# Knix

> Knix is a Toronto-based direct-to-consumer intimate apparel company that pioneered the leakproof underwear category. Founded in 2013 by Joanna Griffiths, it designs machine-washable, reusable period and leakproof underwear, bras, activewear, swimwear and shapewear built for the realities of menstruation, bladder leaks, postpartum and body changes. Known for size-inclusive design and a mission to empower women to be 'unapologetically free,' Knix grew into the #1 leakproof brand in North America and was acquired by Swedish hygiene giant Essity in 2022 in what was reported as the largest exit by a Canadian female founder.

- **Founded:** 2013
- **Headquarters:** Toronto, Canada
- **Founders:** Joanna Griffiths (Founder & President (former CEO))
- **Team size:** ~310 employees
- **Products:** Leakproof & Period Underwear, Wireless & Evolution Bras, Leakproof Activewear, Leakproof Swimwear, Shapewear, Sleepwear & Apparel
- **Notable:** Created and became the #1 leakproof/period underwear brand in North America, Acquired by Essity in 2022 - reported as the largest publicly disclosed exit by a Canadian female founder, Founder Joanna Griffiths named EY Entrepreneur of the Year Canada (2023)

## Products & services

- **Leakproof & Period Underwear** — Reusable, machine-washable underwear with built-in absorbent, leakproof technology for periods, light bladder leaks, sweat, postpartum and discharge. Available in multiple absorbency levels and styles.
- **Wireless & Evolution Bras** — Wireless, seamless and evolution bras designed for comfort and inclusive fit, with a size range spanning roughly 28A to 48H.
- **Leakproof Activewear** — Leggings, shorts and tops with built-in leakproof protection for periods, light bladder leaks and sweat.
- **Leakproof Swimwear** — Swimwear with built-in period protection, including options for adults and teens.
- **Shapewear, Sleepwear & Apparel** — Thigh Saver shorts, shapewear, sleepwear and everyday apparel built around comfort and body inclusivity.
- **KT by Knix (Knixteen)** — Period underwear, swim and activewear designed specifically for teens experiencing their first cycles.

## Achievements

- Created and became the #1 leakproof/period underwear brand in North America
- Acquired by Essity in 2022 - reported as the largest publicly disclosed exit by a Canadian female founder
- Founder Joanna Griffiths named EY Entrepreneur of the Year Canada (2023)
- Glossy 2024 Founder of the Year and AdWeek Women Trailblazer
- Strategy magazine 2020 Brand of the Year
- Named among the fastest-growing companies in Canada
- Donated tens of thousands of bras to women in need through giving initiatives

## Latest updates

- **2022-07** — Essity completes acquisition of an 80% majority stake in Knix for $320M USD; Joanna Griffiths retains 20% and stays on as President.
- **2023-11** — Knix marks a decade in business, celebrating ten years of building the leakproof intimates category.
- **2024-06** — Griffiths recognized as Glossy Founder of the Year and profiled as one of retail's leaders; brand accelerates wholesale and store expansion.
- **2025-03** — Knix files a trademark for 'SUPERPLUS LEAKPROOF' covering underwear, sleepwear, shapewear, leggings, swimwear and more.

## Links

- Website: https://knix.com
- LinkedIn: http://www.linkedin.com/company/knix-wear
- Twitter/X: https://twitter.com/knixwear
- YouTube: https://www.youtube.com/c/Knix
- Instagram: https://www.instagram.com/knixwear/
- Facebook: https://www.facebook.com/knixwear/
- TikTok: https://www.tiktok.com/@knix

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Profile page: https://yespress.io/knix
Published by YesPress — https://yespress.io
Last updated: 2026-07-26