The people
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Working at Knix
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On the TechTO stage
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About
Joanna Griffiths founded Knix in 2013 while doing an MBA, funding the first products through Kickstarter. The company started in wholesale and on the shopping channel, then pivoted to direct-to-consumer around 2016 — a decision Griffiths told the TechTO stage in 2017 grew online sales over 2,000%. Essity acquired 80% in July 2022 for US$320M, valuing Knix at roughly US$500M. In 2026 Essity bought Griffiths' remaining stake and she stepped down as President effective August 1, 2026, handing the brand to chief commercial officer Nicole Tapscott. Knix continues to operate as an Essity brand, with retail stores in Canada and continued U.S. expansion.
Backers
Essity (majority 2022, full ownership 2026) · Acton Capital led the first institutional round in 2019 and the C$53M Series B in 2021. Griffiths bootstrapped the launch off a Kickstarter campaign.
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Quick answers
What does Knix do?
Makes leakproof underwear, period underwear and bras for women, sold direct-to-consumer and through its own retail stores. Founded in Toronto in 2013.
Who founded Knix?
Joanna Griffiths, in 2013, while she was doing an MBA. She has no co-founder. She stepped down as President effective August 1, 2026.
Was Knix acquired?
Yes. Essity, the Swedish hygiene and health company, bought 80% of Knix in July 2022 for US$320M and acquired founder Joanna Griffiths' remaining stake in 2026. Knix now operates as a wholly owned Essity brand under president Nicole Tapscott.
Is Knix still based in Toronto?
Yes. Knix was founded in Toronto and, per July 2026 coverage of the founder transition, still operates there with stores across Canada and continued U.S. expansion.