Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Procter & Gamble acquires subscription-based ’female-first’ body care brand Billie

Procter & Gamble is doubling down on body care with the acquisition of the shaving and body care brand Billie Inc. The personal care conglomerate - which counts the beauty brands Olay, SK-II and Herbal Essences in its portfolio - thinks the subscription-based brand known for its body-positive, "female-first" approach to shaving and its Millennial and Gen Z appeal would be a perfect complement to P&G’s female grooming portfolio, which includes the Gillette, Venus, Braun and joy brands.

Billie is a subscription-based, direct-to-consumer brand focused on...

Billie is a subscription-based, direct-to-consumer brand focused on providing women with quality shaving supplies and premium body care products. (Photo: © Billie Inc. / Courtesy of P&G)

Billie, which was founded in 2017 by Georgina Gooley and Jason Bravman, deals in colorful women’s razors, shaving cream, body wash and body lotion. The brand aims to offer affordable razors and replacement blades specifically designed for women, and body care products free from unwanted substances and has been a vocal critic of the "pink tax" that allegedly sees women pay more for shaving equipment than men. The label also currently donates 1% of its revenue to women’s causes globally.

Billie, which was founded in 2017 by Georgina Gooley and Jason Bravman,...

Billie, which was founded in 2017 by Georgina Gooley and Jason Bravman, deals in colorful women’s razors, shaving cream, body wash and body lotion. (Photo: © Billie Inc. / Courtesy of P&G)

"The combination of Billie’s high-quality, naturals-focused razors and body care products, and P&G’s highly-skilled and experienced people, resources, technical capabilities and go-to-market expertise will allow us to further reach Millennial and Gen Z women through a fresh, bold attitude," said Gary Coombe, CEO of P&G Global Grooming, in a statement.

Premium Beauty New with AFP/Relaxnews

info portfolio

© 2020 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus

The 2020 edition of MakeUp in Paris replaced by a virtual platform

The French government’s decision to ban all gatherings of more than 100 people until this summer put an end to the last has finally put an end to the last hopes of the organizers of MakeUp in Paris. The B2B event, which was originally scheduled on 18-19 June 2020 at the Carrousel du Louvre, will finally be replaced by a virtual...

read more
job opportunities
Experts’ views
China cosmetic regulatory framework to be overhauled

ChemLinked
China cosmetic regulatory framework to be overhauled

Currently, in China, the fundamental regulation guiding the cosmetic sector is the outdated Cosmetics Hygiene Supervision Regulations (CHSR), which has been implemented for 30 years and only subtle refinements were made during the period. Since 2013 China has been in the process of amending the overarching regulation and renamed it...

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close