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, 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.
"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.