Knix, the direct-to-consumer intimate apparel brand known for its leak-proof period underwear and incontinence products, has appointed Nicole Tapscott as brand president. Founder Joanna Griffiths steps back from the role through a structured transition, remaining with the company in an advisory capacity.

Tapscott brings substantial retail and brand leadership experience to the position. Her background includes executive roles focused on scaling consumer brands and driving operational growth. The shift reflects Knix's maturation from startup to established player in the intimate wellness category.

This transition arrives as Knix continues expanding its market presence beyond period care into broader incontinence and intimate health solutions. The brand has built its reputation on direct consumer engagement, sustainability messaging around reusable products, and frank conversations about bodily functions that traditional intimate apparel companies avoided.

Griffiths founded Knix in 2013 and built it into a category disruptor, challenging Kotex and Tampax dominance while tapping into growing consumer demand for sustainable menstrual products. The brand cultivated a loyal millennial and Gen Z customer base through digital marketing and candid brand voice.

Tapscott's appointment signals Knix's evolution into a more traditional corporate structure as it pursues scaling opportunities. The leadership change typically precedes moves like retail expansion, new product launches, or growth capital deployment. Direct-to-consumer brands often recruit experienced presidents from traditional consumer goods backgrounds to professionalize operations and unlock broader distribution channels.

Griffiths' advisory role suggests founders often maintain strategic input even after stepping back from operational duties, a common pattern among successful DTC exits and transitions. Her continued involvement may help preserve brand culture while Tapscott implements operational efficiencies and growth strategies.

The move positions Knix to compete more aggressively in the intimate wellness space alongside emerging brands like A