period-underwear
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She Bet $25,000 on Period Underwear. Ruby Love Turned an Awkward Problem Into a $25 Million Business
Crystal Etienne’s first investor emails disappeared into silence. So she used her savings, found customers through search, and built a period-apparel brand around one useful idea: protection should fit into life, not interrupt it.
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.