Pure Beauty

Billie announces first-ever retail expansion with Walmart deal

Published: 10-Jan-2022

The body care brand will make its bricks-and-mortar debut across 4,000 Walmart stores next month

Subscription shaving brand Billie has announced its first-ever retail destination in partnership with US retailer Walmart.

Launching today on Walmart.com, shoppers can now purchase the brand's entire product line-up, including the Billie Starter Kit and the new Lavender Whipped Shaving Cream.

The women’s digital-native brand will also roll out to 4,000 Walmart bricks-and-mortar stores across the US next month.

Georgina Gooley, co-founder of Billie, said:  “Since day one, our intention has been to create high-quality products at an accessible price point for all of womankind.”

Billie was founded in 2017 and was acquired by Edgewell, the owner of Bulldog Skincare and Hawaiian Tropic last November for US$310m.

Back in 2018, its Project Body Hair campaign caused a stir in the industry by being the first razor brand to feature hair removal and body hair.

The advertisements feature women proudly displaying their body hair, including unibrows and leg hair.

Brands such as P&G-owned Gillette followed suit with its Skinclusive Animal Crossing campaign which launched last August.

Venus created avatars highlighting the skin realities including body hair, freckles, acne, cellulite, scars and stretch marks.

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