Women’s health has spent decades fighting for a seat at the table—and now, one documentary is pulling back the curtain on why. The Pink Pill: Sex, Drugs & Who Has Control?, explores the battle to bring the first FDA-approved treatment for women’s low libido to market through the story of entrepreneur and women’s health advocate Cindy Eckert. But the film goes beyond one drug or one diagnosis, examining the systemic biases that have shaped how women’s bodies, sexual health, and healthcare needs are researched, discussed, and treated.
As the founder of Knix, executive producer Joanna Griffiths knows a thing or two about challenging the status quo. Now, through storytelling, she’s helping shine a light on the systemic gaps that continue to shape women’s healthcare.
We sat down with Joanna to talk about the documentary, the parallels between disrupting industries and disrupting conversations, and why giving women the mic has never been more important.
What drew you to The Pink Pill: Sex, Drugs & Who Has Control—and why did this story feel urgent to tell right now?
I’ve spent over a decade building Knix listening to women talk about things they were told not to talk about—periods, bladder leaks, fertility, postpartum recovery, perimenopause. What you quickly realize is that those gaps in conversation often reflect much bigger gaps in research, investment, and care. The Pink Pill puts a spotlight on that disconnect. It felt urgent because we’re at an inflection point—women are demanding products, healthcare, and information that actually reflect their lived experiences, and that’s exactly the kind of shift Knix has always been a part of.
The documentary asks a bigger question about who has historically controlled narratives around women’s bodies. What did you uncover that surprised—or frustrated—you the most?
What’s frustrating is how consistent the pattern is. Knix has built a category by addressing needs that were overlooked, yet those same blind spots exist in healthcare at scale. Women’s experiences have often been deprioritized or under-researched, and you see the downstream effects everywhere. It reinforces how important it is to start with real people’s experiences and design from there, whether you’re building a product or shaping a healthcare solution.
You’ve built Knix by addressing gaps others ignored. Do you see parallels between disrupting apparel and disrupting conversations in healthcare?
Absolutely. Knix pioneered the leakproof category by taking everyday challenges seriously and engineering solutions that actually perform. That same mindset applies here. When you listen to people and validate their experiences, you create better outcomes. In apparel, that meant building products that work across bodies and life stages. In healthcare, it means pushing for research, solutions, and conversations that do the same.
Why is storytelling—especially through film—such a powerful tool for driving change in women’s health?
Storytelling makes the invisible visible. Data is critical, but stories create connection, empathy, and urgency. Film, in particular, reaches people in a way that feels immediate and human, it helps normalize conversations that might otherwise feel uncomfortable or stigmatized. That cultural shift is often what creates the conditions for real change.
What do you hope women take away from watching this—especially those who may have felt dismissed or overlooked in their own healthcare experiences?
I hope they feel seen, and empowered to trust their own experiences. So many women have been told to minimize or second-guess what they’re feeling. If this film helps validate those experiences and encourages even a small shift toward advocating for themselves, that’s incredibly meaningful.
Was there a moment in the film that personally stayed with you?
I will never forget the footage from the FDA hearing and the brave women that came forward and spoke so vulnerability about their experiences with Hypoactive Sexual Desire Disorder (HSDD). There is a mother-daughter duo that spoke together and a subtle moment where the mother puts her hand on the small of her daughter’s back (a subtle encouragement and reminder that she’s there with her) that chokes me up as I think about it.
There is [also] a clip with one of the doctors, Dr Josh Gonzalez, where he shares his fear of having a daughter—not because of who she will become but because of how the world will treat her. As the mom of twin 5-year-old girls, that was a powerful reminder that we have to keep fighting to leave our kids with a better world.
