P&G to acquire female body care firm
Procter & Gamble (P&G) has announced plans to acquire Billie Inc, a female body care company focusing on beauty and grooming. Billie is a subscription-based, direct-to-customer brand with a focus on quality shaving supplies and premium body care products. P&G already have an extensive female beauty and grooming portfolio, including Venus and Braun.
Billie’s portfolio includes razors, shaving cream, body wash and body lotion. The company’s co-founders, Georgina Gooley and Jason Bravman, will continue to lead the brand. “We’re thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” said Gooley. “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.”
Gary Coombe, CEO of P&G Global Grooming, said: “The impact and consumer connection Georgia 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.”
P&G said its combination of brands, talent and expertise will strengthen its grooming business and boost growth for Billie, as well as fuel the development of new products for women.
Billie’s portfolio includes razors, shaving cream, body wash and body lotion. The company’s co-founders, Georgina Gooley and Jason Bravman, will continue to lead the brand. “We’re thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” said Gooley. “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.”
Gary Coombe, CEO of P&G Global Grooming, said: “The impact and consumer connection Georgia 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.”
P&G said its combination of brands, talent and expertise will strengthen its grooming business and boost growth for Billie, as well as fuel the development of new products for women.
