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Miki Agrawal
Co-founder of Thinx
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Miki Agrawal
Born to Japanese and Indian immigrant parents in Montreal, Miki Agrawal grew up with a blend of cultures and a strong work ethic. But her path to success wasn't straightforward.
After college, Agrawal found herself working in investment banking. Unfulfilled. Then came 9/11. A wake-up call.
"I was reminded that the mystery of life is that you never know when it's going to end," Agrawal recalls. "The time was absolutely NOW to make every single moment count!"
This realization sparked her entrepreneurial journey. Her first venture? A gluten-free pizza restaurant in New York City. Wild. It was a hit. But Agrawal wasn't done.
Her next big idea came from a personal problem. Period underwear. Thinx was born. Revolutionary? No. Practical? Yes. Agrawal faced skepticism and funding challenges. The taboo nature of the product didn't help.
"I was initially taken aback by the willingness of some people to attack and troll people for things that matter in the world," she says.
But Agrawal persisted. Thinx grew. Fast. Then came controversy. HR issues. Leadership challenges. Agrawal stepped down as CEO in 2017. A setback. Not defeat.
She bounced back with Tushy. A bidet company. Another taboo topic. Another opportunity.
"The challenge here is changing deeply ingrained habits and perceptions about personal hygiene," Agrawal explains.
Today, Agrawal's companies are valued at over $200 million. Success. But it's not just about the money.
"I feel a great sense of pride in having built successful companies that have tackled taboos head on, are truly changing culture and improving the lives of millions of people around the world," she reflects.
Agrawal's journey wasn't smooth. It rarely is for entrepreneurs. She faced criticism. Made mistakes. Learned hard lessons.
"I've also learned a great deal of lessons (oh, have I ever) in the process of building these businesses," she admits.
Her advice to aspiring entrepreneurs?
"No more talking and dreaming, only doing! Put one foot in front of the other, and focus on doing just one thing every single day toward the thing you are interested in impacting in the world."
Agrawal's story isn't just about personal success. It's about challenging norms. Solving real problems. Making an impact.
"Rather than getting together and complaining, why don't we bring people together to come up with solutions and ideas, positive uplifting, shifting culture, and not just complain about other people or situations?"
Lessons
Lesson 1: Embrace taboos as business opportunities. Agrawal's success with THINX and TUSHY shows that taboo subjects can be goldmines. People avoid talking about periods and poop. But everyone deals with them. By addressing these topics head-on, Agrawal found untapped markets. She says, "I've always loved questioning the status quo and society's approach to things." This mindset led her to create products that solved real problems people were too embarrassed to discuss.
Lesson 2: Prioritize authenticity over conformity. Agrawal doesn't try to fit into traditional business molds. She encourages entrepreneurs to be true to themselves, even if it means challenging societal norms. "Choosing radical authenticity," she says, "is really asking yourself, what do I really want to share versus what do people want me to say?" This authenticity can set you apart in a world of corporate sameness.
Lesson 3: Create memorable experiences, not just products. Agrawal focuses on crafting unique brand moments. For Tushy's launch, she sent out IV bags filled with brown liquid to press outlets. Weird? Yes. Memorable? Absolutely. "Creating memorable and engaging experiences" is key to her marketing strategy. It's about going beyond the product to create a lasting impression.
Lesson 4: Question everything. Agrawal's success comes from her willingness to challenge norms. She asks, "Why is it done this way? Is there a better way?" This approach led her to reinvent products that hadn't changed in decades. It's about seeing opportunities where others see the status quo.
Miki Agrawal Quotes
On innovation: "Everything in the world is made up. So why can't we invent new possibilities that feel really, really good to all of us?"
On authenticity: "I think the most beauty that people want from you is your authenticity."
On purpose: "The vision of my brands is actually not just a business strategy, but deeply embedded into our core mission."
On curiosity: "My purpose is probably to be a champion of curiosity."
On taking action: "No more talking and dreaming, only doing! Put one foot in front of the other, and focus on doing just one thing every single day toward the thing you are interested in impacting in the world."
Speeches and Interviews
- Solve Global Problems through Generative Innovation
- The Art of Reinventing Yourself for a New Career or ...
- Miki Agrawal: How to Build Authentic, Purpose-Driven Brands
- How To Shift From Stress To Business Success
- How One Woman Transformed Three Entire Industries
Book Recommendations
- Do Cool Sh*t: Quit Your Day Job, Start Your Own Business, and Live Happily Ever After
- Disrupt-Her: A Manifesto for the Modern Woman
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