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Joanna Griffiths is the Founder and President of Knix and Kt by Knix, and a leading force in redefining the intimate apparel industry. Since launching the brand, she has built Knix into one of the fastest-growing direct-to-consumer companies globally, combining product innovation with a deep understanding of how people actually live. Her approach centres on designing solutions that are both functional and empowering, challenging long-standing norms in the category.

A Toronto-based entrepreneur and active contributor to Canada’s startup ecosystem, Griffiths has played a pivotal role in advancing product innovation within intimate apparel. She holds multiple patents and is widely recognized for pioneering the leakproof underwear category, transforming what is now one of the fastest-growing segments in personal care and improving everyday experiences for millions worldwide.

In 2022, Griffiths set a new benchmark for female founders with the sale of a majority stake in Knix to global health and hygiene company Essity, marking one of the largest publicly disclosed exits by a Canadian female entrepreneur. She continues to advocate for greater representation and opportunity in entrepreneurship, with a focus on building pathways for the next generation of founders to succeed.