Toronto-based intimates disruptor Knix is putting a fresh, bold spin on leakproof underwear, and they’ve tapped The Good Place favorite Kristen Bell to lead the charge. The Emmy-nominated actor stars in Knix’s new “You’re Good” campaign, a vibrant celebration of body confidence, real-life leaks, and shedding shame with a wink and a smile. With her signature blend of charm, humor, and advocacy for mental health and body acceptance, Bell is the kind of celebrity partner brands dream of, and she delivers here in spades.
Kristen Bell Joins Knix to Normalize Leaks and Boost Body Confidence
Best known for its innovative leakproof period underwear, Canadian brand Knix has long championed frank conversations about menstruation and bodily functions. Now, with its latest campaign, Knix is going full throttle in eliminating the uncertainty and embarrassment associated with leaks, whether caused by periods, sweat, discharge, or light bladder issues. Enter Kristen Bell, a decade-long Knix loyalist and all-around open book, who effortlessly models everything from boyshorts to cheeky bikini cuts while advocating for everyday comfort and confidence.
In the campaign’s spirited visuals, Bell brings her trademark wit to the forefront: Why ask a friend, “Can you check me?” when Knix has your back (and front)? It’s a playful nod to a near-universal experience, the uneasy glance or whispered worry that our clothing may betray us, and Knix’s promise that such anxiety belongs firmly in the past. The “You’re Good” initiative aims to normalize leakproof underwear as a go-to option, rather than just a backup.
Kristen Bell Shows Off Her Sculpted Physique in Bold, Body-Hugging Knix Looks
Visually, the campaign doesn’t shy away from glamour. Put simply: Kristen Bell looks phenomenal. Long celebrated for her athletic physique, she shows off every curve in the vibrant Knix pieces, proving that function and fashion absolutely can go hand in hand. But make no mistake: the real star here is attitude, not abs. Bell’s bubbly, unfiltered presence telegraphs that looking and feeling good comes from comfort, security, and authenticity.
As Bell herself currently stars in the Netflix comedy Nobody Wants This, Knix playfully flips the script with a message that, after seeing this campaign, everyone is going to want this. With “You’re Good,” Knix and Bell launch not just a product push, but a movement: one that boldly declares that leaks happen — and you’re more than good anyway.
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