P&G announces plans to buy women's grooming brand

According to WWD, Procter & Gamble (P&G) intends to acquire Billie, a women’s shaving and personal-care business committed to serving women’s beauty and grooming needs.

In 2018, the brand was first-to-market with the launch of five-blade razors, shaving cream and body lotion that were tailored towards women. It reached the market years after various shaving start-ups for men, and has generated global attention for its ‘controversial’ and ‘boundary pushing’ advertising against things such as the ‘pink tax,’ and its most recent campaign that featured women’s pubic hair.

It is a subscription-based, direct-to-consumer brand that is similar to many men’s grooming upstarts. However, P&G revealed in a statement that Billie is especially appealing to Millennial and Gen Z consumers, a void which P&G has been looking to fill its grooming portfolio with following declining sales figures.

“We’re thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” said Billie co-founder Georgina Gooley, who will continue to lead the business with co-founder Jason Bravman.

“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.”

Terms of the acquisition have not yet been disclosed.