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.