Joanna Griffiths

Joanna Griffiths is bringing cutting-edge technology to transform intimate apparel.

Joanna Griffiths has been reinventing intimate apparel for real life since 2013 through patented technology, cutting-edge processes and human-centric design. As the Founder of Knix and Kt by Knix, Joanna has built Knix into one of the fastest-growing intimate apparel brands globally. Through its focus on impact work and product innovation, the direct-to-consumer brand is on a mission to empower people to be “unapologetically free.”

Joanna, a Toronto native who has played a big role in the city’s startup ecosystem, holds multiple patents. She has been credited with helping to invent the leakproof-underwear category — the fastest-growing segment within intimate hygiene — and she has changed the lives of millions of people around the globe.

In 2022, Joanna broke the record for the largest publicly disclosed sale of a private company by a female founder when Swedish health and hygiene giant Essity purchased 80% of Knix. Always one to push for greater change, Joanna said she hopes the record is a title she doesn’t hold for long, and she can’t wait to cheer on the next person.