“I have been waiting for this call for as long as I can remember,” Kristen Bell told WWD, referencing her starring role in Knix‘s new “You’re Good” campaign, highlighting the brand’s leak-proof underwear, a menstrual hygiene product growing in popularity. The Emmy Award-nominated actress has been a fan of Knix for nearly 10 years.

“I loved changing how I handle my [menstrual] cycle each month over to Knix. It was freeing, it was easier, it was more sustainable. I love period underwear,” Bell said. “Leak-proof underwear is very low-maintenance, which I think is what I wish people understood. There’s no need to constantly change your tampons or pads throughout the day. It reduces waist compared to disposable period products.”

Along with changing the game on menstrual hygiene, Bell credited Knix as a brand on the forefront of destigmatizing conversations about menstruation and periods. “It’s a little shocking that in 2025 that the talk of periods is still a bit taboo. But I was excited when Knix called because they were absolutely game to tackle this subject with honesty and relatability and humor,” Bell said. “It’s not like you’d ever be like, don’t mention that shoulder surgery you had at the table.”

According to a recent study by Kantar, 38 percent of women, and 51 percent of those ages 12 to 24, use leakproof underwear. Nine out of 10 leakproof underwear users have had a good or very good experience with the product.

“It just seems so ridiculous. And for me, having two young girls, who are starting to go through adolescence, it is incredibly important for me to have a very casual attitude about all of this and a celebratory attitude about menstruating and all of the things that happens to us as women and Knix was absolutely game to have that breakthrough in the ads which I was excited [about].”

Bell knows, however, that these leak-proof underwear are so much more than just period products. “The reality is I have had two children. As you get older you sometimes pee your pants. I’m not going to sugarcoat it for you: you sneeze, you pee; you laugh, you pee. They’re great for that as well,” Bell said. The actress’ frankness and humor has lent a new verve to Knix, per the brand’s founder.

Leak-proof underwear grew in popularity as part of the menstrual hygiene category in the U.S., due in large part to Knix. The brand sold more than 15 million pairs with the average Knix customer ordering more than five pairs, according to the brand.

“[Bell’s] involvement brought an authentic, approachable energy that made the collaboration feel effortless,” said Joanna Griffiths, founder and chief executive officer of Knix. “Together, we’re proud to launch a campaign that champions confidence, destigmatizes the conversation around all kinds of leaks, and supports people through every stage, shift and surprise their bodies may bring.”

Bell favorite Knix styles include the bikini and the French cut. “But at night I really like briefs. They have a boy-short brief that services a nighttime situation perfectly. And they’re incredibly comfortable.”

Wearing Knix’s leak-proof underwear for nearly a decade, Bell’s found “safety and security” for any occasion. “Maybe I needed to wear white pants on set that day. Maybe I was wearing a sheer dress. Or I just knew that I had a long day of kids’ soccer practice drop-off and knew that I couldn’t be home and knew I would need to feel safe with what I was wearing. There’s nothing that sets me apart wearing Knix from anyone else. I just feel really safe.”

Bell’s starring role in the “You’re Good” Knix campaign coincides with the brand’s first New York City-based store in SoHo at 242 Lafayette Street, opening in August. Consumer in-person activations for the campaign will featured in New York City and Toronto, including billboards and a Spring Street Subway takeover in SoHo for the “You’re Good” campaign.