Intimates brand Knix announced its bold new leakproof underwear campaign, You’re Good, featuring Emmy-nominated actor and advocate Kristen Bell.

The campaign is rooted in the universal experience women know all too well–the sudden realization that they may have just leaked, and they ask a friend, a sister – or ,en a stranger – “Can you check me?” – while desperately waiting to hear those magic words: You’re Good. Knix and Bell have partnered to show there’s a better way to manage leaks – with Knix’s leakproof underwear. Knix offers a wide range of silhouettes, styles, sizes, colors and absorbency levels to help ensure that You’re Good, no matter what.

“I’ve been wearing Knix for almost 10 years, so this partnership was a no-brainer for me. I like them so much better than any other period protection option, and I can share from experience that Knix does in fact mean ‘You’re Good’,” says Bell. “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.”

Leakproof underwear is the fastest growing menstrual hygiene category in the U.S., due in large part to Knix who have sold over 15 million pairs with the average Knix customer ordering 5+ pairs. A recent study by Kantar found that 38% of women, and 51% of women ages 12-24, are now using leakproof underwear and nine out of 10 leakproof underwear users have had a good or very good experience with the product. Not just for periods but also for sweat, discharge and light bladder leaks, the product’s diverse functionality, which is highlighted in the You’re Good campaign, is contributing to customer satisfaction and growth. As part of the campaign, Knix has committed to donating $100,000 to a period-focused organization of Bell’s choosing.

“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,” says founder and CEO Joanna Griffiths. “Who wouldn’t want Kristen Bell to tell you ‘You’re Good’? I love that the campaign highlights Knix’s commitment to provide confidence and peace of mind, no matter the day of the month or situation.”

The You’re Good campaign signals the beginning of Knix’s renewed expansion in the U.S., starting with a focused push in New York City and extending nationwide throughout 2025 and 2026. Knix will open its first NYC-based store in SoHo at 242 Lafayette Street in mid-August. Consumer in-person activations for the campaign are planned to take place in New York City and Toronto, including eye-grabbing billboards and a Spring Street Subway takeover in SoHo featuring the You’re Good campaign.