NEW YORK — Procter & Gamble Co. is planning to acquire Billie Inc., a growing female body care company committed to serving women’s beauty and grooming needs.
Billie is a subscription-based, direct-to-consumer brand focused on providing women with quality shaving supplies and premium body care products. Their current product portfolio includes razors, shaving cream, body wash and body lotion.
According to P&G, the deal complements the company’s female grooming portfolio, which includes the Venus, Braun and joy brands, through the combination of digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is appealing to Millennial and Gen Z consumers. Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.
“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.”
“The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable,” said Gary Coombe, chief executive officer of P&G global grooming. “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.”