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This case study examines how Knix has been able to redefine the menstrual products industry and establish leadership in leakproof period and incontinence wear. Knix’s success urges us to examine how the shift towards a more inclusive, adaptive business model and the innovation of products that truly resonate with the customer base can build new market opportunities.  

Course Topics: 

  • Gender-based analysis 
  • Entrepreneurship 
  • Product innovation 
  • Venture finance 


Knix, founded in 2013 by Joanna Griffiths, is a pioneering Canadian company that transformed the leakproof period and incontinence wear industry with its period underwear. Knix’s period underwear provides a comfortable, leak-proof, and eco-friendly alternative to traditional pads or tampons that can be worn throughout the day. The patented technology behind this breakthrough product involves a multi-layered design with moisture-wicking and odor-resistant properties. As a result of this innovative solution to long-standing menstrual needs and the company’s commitment to constantly innovating new products, Knix has emerged as a market leader in the leakproof period and incontinence wear industry.  

In 2022, Knix achieved a significant milestone with their acquisition by Essity, a global hygiene and health company based in Sweden. for USD 320 million (for 80% ownership).  This strategic partnership further solidified Knix’s position in the market and amplified its ability to innovate and expand its offerings while also demonstrating the economic value of paying attention to markets that have been neglected by large consumer companies.  

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This case was written by Anjalee Beri. The author prepared this case under the supervision of Professors Sarah Kaplan and Hyeun Lee.