Founder of Knix, Joanna Griffiths on Redefining Intimates

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Featuring

Joanna Knix

Founder, Knix & Knixteen

Bio

Joanna Griffiths is the Founder and CEO of Knix and Knixteen the direct-to-consumer intimate apparel brands that are reinventing intimates for real life. Since launching the company in 2013, Joanna has built Knix into one of the fastest-growing intimate apparel brands globally. Through a focus on product innovation and the brand’s mission to empower women to be unapologetically free, a Knix item is now sold every 7 seconds, and the company has shipped over half a million orders in the last twelve months alone. Knix was recently named the 6th fastest growing company in Canada with over 3800% 3-year growth.

A marketing disruptor, under Joanna’s leadership, Knix was the first intimate apparel brand to showcase real women in their campaigns. Over the past six years, the brand has photographed over 1,000 of their customers, ranging in age from 21 to 81, and sizes 0 to 22. In October of 2018, Joanna pioneered the brand’s Faces of Fertility campaign. The campaign was inspired by Joanna’s own experience having had a miscarriage on Mother’s Day. The campaign to-date has received over 1600 uses of the hashtag #FacesOfFertility and expanded to include a weekly podcast that Joanna co-hosts. More recently, Joanna created the Life After Birth Project, a multimedia exhibit that features the images of over 750 women, including Amy Shumer, Christy Turlington, Jillian Harris and more. Within the first ten days of launch, the project received over 220 million media impressions.

Joanna holds multiple patents and has been cited in hundreds of media publications including Forbes, Fast Company, The New York times and more. Joanna has been recognized on both the national and international stage for her work as a marketing disruptor championing the topics of body inclusivity, fertility, mental health and postpartum. Joanna has won the Women Of Influence Start-Up Entrepreneur of the Year award, the Shopify Build a Bigger Business competition, The Retail Council of Canada Marketing Innovation Achievement Award and was a finalist in the prestigious E&Y Entrepreneur Of The Year.

About this episode

Imagine being a 12-year-old girl, having your first-ever period and, instead of your parent handing you a bulky pad or trying to explain how to use a tampon, they instead give you a pair of leakproof underwear that look exactly like your normal underwear and hold as much liquid as EIGHT regular tampons. It would have changed the entire experience. The focus of the conversation could be about your changing body, rather than the confusion of having to 'manage' it!

The fact that a product like this will exist for my daughter, Olive, when her time comes, is literally a dream come true for me and I have today's podcast guest to thank for disrupting the intimates market and producing products that are redefining the whole period experience.

Today on the pod, we welcome Joanna Griffiths, founder of Knix and KnixTeen.

I am a total Knix-evangelist, so I was very honoured to interview Joanna about how she created a company that's innovative, high-quality, inclusive (in sizing and in marketing campaigns) as well as being eco friendly! As a consumer, I feel really good about supporting this company- I trust their ethos and their products.

On today episode, we discuss:

Listen in to today’s episode to learn more about:

Joanna's 'why' for creating Knix
Leakproof underwear and SUPER leakproof underwear
Campaigns that connect (Life After Birth, Age-Friendly, Knix Teen)
Navigating COVID and becoming a temporary Zoom CEO
Toddler motherhood

About your host

Natalie Cooper

Founder of MindYourOwn.life

Natalie is a soul on a mission to empower you to take your healing – mental, physical, emotional and spiritual – into your own hands.

As a self-healer, living fully- medication and symptom-free, with chronic autoimmune diseases (Crohn’s & Multiple Sclerosis), Natalie believes in the power of mindfulness, intention and self-care to create the health, happiness and experiences you desire in your life.

Natalie started ‘Mind Your Own’ to share her experiences while navigating her path to wellness and to show you that anything is possible when you live mindfully.

Natalie’s healing journey has led her to experience practices that have been instrumental in strengthening her belief in the power of mindfulness. She feels her purpose is to share her experiences with others who are interested in becoming active participants in their healing. Natalie is a certified Meditation Instructor, EFT Instructor, Reiki Practitioner, Labour Doula and Childbirth Educator, living near Toronto, Canada.