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Joanna Griffiths

Founder and President of Intimate Apparel Brand

Joanna Griffiths expert headshot

About Joanna 

Joanna Griffiths, Founder and President of Knix and Kt by Knix, the direct-to-consumer intimate apparel brands 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 impact work and product innovation, the brand is on a mission to empower people to be unapologetically free. 

Joanna holds multiple patents and helped invent the leakproof underwear category which is pacing to become a billion-dollar category and has changed the lives of millions of people around the world. 

In September 2023, Joanna launched “Some Periods,” a groundbreaking book set to revolutionize early menstrual education for kids. Drawing from her own childhood experiences, Joanna has crafted an essential resource to help kids demystify their bodies, prep for puberty, and understand that periods are normal. “Some Periods” aims to shatter the silence around menstruation, allowing young people to approach it with confidence!

With the book’s launch, Kt by Knix is committing 100% of net proceeds to I Support the Girls to help propel period education and combat period poverty. 

Experience and Certifications 

Joanna broke the Canadian 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 in 2022. Always one to push for greater change when asked about the record Joanna said she “hopes it is a title she holds for a short period of time and can’t wait to cheer on whoever holds it next.” 

Joanna’s long list of accolades includes being named Waterstone’s Most Admired CEO and an AdWeek Women Trailblazer. Recently she was named the 2023 E&Y Entrepreneur of the Year for Canada and will compete for the global title in June. Joanna holds an MBA with Distinction from INSEAD, sits on the board of Futurpreneur Canada and released her first book “Life After Birth” via globally renowned publisher Rizzoli in 2021.

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