P&G has announced plans to acquire Billie Inc., a growing female body care company committed to better 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.
The deal complements P&G’s female grooming portfolio, which includes the Venus, Braun and joy brands, through the combination of strong digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is especially appealing to Millennial and Gen Z consumers. Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.
According to co-founder of Billie, Georgina Gooley, commenting: “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.”
“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, CEO 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.”
The combination of brands, talent and expertise will strengthen P&G’s Grooming business and accelerate growth for Billie, as well as fuel the development of additional products designed for the specific needs of women.
About Billie, Inc.
Billie provides women with quality shaving supplies and premium body care products designed to make a daily routine a little more delightful and a lot more affordable. Our products include 5-blade razors encased in charcoal shave soap with a magnetic handle and holder, shaving cream, body wash and body lotion. Billie donates 1% of all revenue to women’s causes around the world. Billie is currently donating to Every Mother Counts, an organization that is committed to making pregnancy and childbirth safe for women everywhere.
“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.”
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com/ for the latest news and information about P&G and its brands.
SOURCE: P&G
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