Knix Bets on Kristen Bell to Normalize and Promote Leakproof Underwear

Quick listen: Kristen Bell helps Knix rewrite the rules of leakproof underwear marketing — in under 2 minutes.

Kristen Bell wants to make the awkward “Can you check me?” question a thing of the past.

Leakproof underwear brand Knix has launched its new “You’re Good” campaign, fronted by the Emmy-nominated actor and longtime Knix customer.

The initiative focuses on eliminating the uncertainty around leaks by making leakproof underwear a go-to option, whether it's from periods, sweat, discharge, or light bladder leaks.

“I’ve been wearing Knix for almost 10 years, so this partnership was a no-brainer for me,” Bell shared in a press release.

"I love that Knix is tackling the conversation around leaks with honesty and humor because we've all had that 'Am I Good?' moment of panic."

Founder and CEO Joanna Griffiths sees Bell’s involvement as a natural fit.

“Partnering with the iconic and unstoppable Kristen Bell who has been a longtime fan and user of Knix felt like the perfect partnership for this campaign,” she said.

As part of the rollout, Knix will also donate $100,000 to a period-focused organization selected by Bell.

The latest initiative comes as the category itself is surging.

According to Kantar, 38% of women and more than half of women aged 12–24 are already using leakproof underwear, with 9 out of 10 reporting positive experiences.

A pioneer in the category, Knix has sold more than 15 million pairs and continues to expand its offerings with the widest range of silhouettes, colors, and absorbency levels on the market.

Knix Takes Over NYC and Toronto

The hero spot sees Stewart in an all-white studio, dancing while donning the latest Knix pieces, and asking the viewers, "Am I Good?" 

"You're really good," she says with confidence. 

It's a scene made relatable to those who commonly experience leaks, breaking down the stigma of asking while showcasing the underwear’s functionality.

The creative keeps the focus on confidence, moving past leakproof underwear's niche reputation and positioning it as a lifestyle essential.

Notably, “You’re Good” also marks the start of Knix’s renewed U.S. expansion, beginning with a targeted push in New York City.

The brand will open its first NYC-based store in SoHo this August, supported by eye-catching out-of-home (OOH) placements, including billboards and a Spring Street Subway takeover.

Our Take: Why Does Authenticity Work for Knix's New Effort?

Kristen Bell has been a genuine fan for years, so her involvement doesn’t feel like your average marketing stunt.

The campaign talks about leaks in a way that’s funny, human, and actually memorable.

For marketers, it’s proof that real connections and honest brand messaging can do more than overproduced ads ever will.

In other news, actress Zendaya and On dropped a campaign film to launch the new Fall/Winter 2025 collection.