The acquisition sees the conglomerate take a stronger foothold in the subscription-based shaving market following the launch of Gillette On Demand in 2017
P&G is taking on the women's shaving subscription market with the acquisition of US-based body care and shaving brand Billie.
With razors ‘built for womankind’, Billie is an advocate for fair pricing and campaigns against the pink tax that sees many women’s razors sold for inflated prices.
Its campaigns focus on the realistic representation of women and their body hair, with images of models with hairy armpits and toes.
Billie was launched by Georgina Gooley and Jason Bravman in 2017, with a subscription shaving service that sells replacement blades.
Gooley said: “We're thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world.
“Their ability to create global household brands that have stood the test of time is a testament to their brand-building expertise; together, we'll be able to create an even stronger brand for womankind.”
Billie will join P&G’s other shaving brands including Venus, Braun and joy, the latter of which was launched in 2019 to appeal to the millennial market.
While P&G has faced stiff competition from the likes of Edgewell with Harry's and Unilever with Dollar Shave Club, it did launch its own answer to the rise of direct-to-consumer subscription products with Gillette On Demand in 2017.
Gary Coombe, CEO of P&G Global Grooming, added: “The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable.
“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.”