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Overview
Knix makes direct-to-consumer intimate apparel focused on comfort and practicality. Its flagship leakproof underwear, designed to handle menstrual and urinary leakage with multi-layer, moisture-wicking gussets, anchors a broader range including wireless bras, activewear, shapewear, swimwear, loungewear, and the teen line Kt by Knix. The company sells mainly online but also operates physical stores and ships via Amazon, supported by a patented leakproof technology and campaigns that showcase real customers of diverse sizes. Its goal is to provide reliable, reusable intimate wear that protects against leakage while expanding its brand presence in North America and beyond.
About Knix
Industries
Social Impact
Healthcare
Consumer Goods
Company Size
201-500
Company Stage
Acquired
Total Funding
$46.2M
Headquarters
Toronto, Canada
Founded
2012
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Simplify's Take
What believers are saying
- In 2026, Knix targets 30-plus North American stores, including Halifax.
- June 2026 Target distribution for KT by Knix expands reach fast.
- March 2025 Holt Renfrew placement boosts premium Canadian visibility.
What critics are saying
- The 2022 California PFAS class action keeps draining cash and management time.
- A PFAS liability finding would poison Knix's core leakproof promise and retailer access.
- Target and wholesale expansion exposes Knix to margin pressure from return-heavy apparel channels.
What makes Knix unique
- Knix’s leakproof patent and 2026 KT by Knix give it category-specific IP.
- Joanna Griffiths built a size-inclusive community brand that Essity kept standalone in 2022.
- Knix combines DTC, stores, and wholesale, unlike niche period-underwear startups.
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Funding
Total Funding
$46.2M
Above
Industry Average
Funded Over
4 Rounds
Benefits
Parental Leave
Product Discount
Wellness Program
Flexible Work Hours
Growth & Insights and Company News
6 month growth
↑ 19%1 year growth
↑ 19%2 year growth
↑ 20%Hygiene and health company Essity acquires 80% of the Canadian company Knix Wear Inc. (“Knix”), a leading provider of leakproof apparel for periods and incontinence. The purchase price amounts to USD 320m (approximately SEK 3.3bn)[...]
Canadian intimates and activewear brand Knix has appointed Nicole Tapscott as brand president, effective 1 August. Tapscott, who joined as chief commercial officer in early 2024, succeeds founder Joanna Griffiths, who is departing following a planned transition. During Tapscott's tenure, Knix doubled its retail store footprint and expanded wholesale partnerships to include Target, Revolve, and Free People. The Knix brand portfolio recently surpassed C$1 billion in cumulative net sales. Before joining Knix, Tapscott served as chief marketing officer at Mejuri and vice president at Casper, where she launched international markets and contributed to the company's IPO. The appointment follows Knix's recent naming of Cyntia Leo as chief marketing officer in May.
Joanna Griffiths, founder and president of $400 million intimates company Knix, has been working with hypnotherapist Grace Smith for five years to manage extreme burnout and work through her fear of failure. The pair meet biweekly for hour-long sessions focusing on business decisions and insecurities. Griffiths launched Knix in Toronto in 2012 and sold 80% of the business to Essity in 2022 for $320 million. Between 2020 and 2022, she endured the pandemic, had three children, raised a $50 million Series B round and completed the sale—all whilst serving as CEO. Diagnosed with extreme burnout in 2024, Griffiths has learned to set boundaries and reject hustle culture. Under her continued leadership as president, Knix reached C$1 billion in net sales last December.
TORONTO, March 31, 2025 /PRNewswire/ -- Today, Knix, the intimates, swim, active and #1 Leakproof Brand in North America, launches in Holt Renfrew across six retail locations, including two pop-ups. The partnership features a select assortment available in-store and online, bringing together these two renowned Canadian brands. Knix recognized the opportunity to bring the product into the hands of more consumers with this partnership in the elevated and impactful way that Holt Renfrew is known for. This marks an exciting retail footprint expansion for the Knix brand, to complement their direct-to-consumer channels
"This campaign represents more than just swimwear – it's a celebration of women who are unapologetically powerful," says Joanna Griffiths, Founder President of Knix. "The 'Out of Office' concept was inspired by the idea that even the busiest women take time to disconnect, recharge and rejuvenate. Alongside this campaign, we're excited to introduce our new innovative sculpt fabric, designed to make you feel supported, confident, and beautiful – in a swimsuit that works as hard as you do.". Campaign Partners. Knix's commitment to empowerment is embodied by the remarkable women featured in the campaign. Here is what they had to say:"Being part of Knix's swimwear campaign has been a healing journey, helping me embrace my body and culture
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About Knix
Industries
Social Impact
Healthcare
Consumer Goods
Company Size
201-500
Company Stage
Acquired
Total Funding
$46.2M
Headquarters
Toronto, Canada
Founded
2012
Knix is Hiring for 36 Jobs on Simplify!
Find jobs on Simplify and start your career today