P&G buys subscription-based women’s shaving startup Billie

It’s payday for Billie, a New York-based women’s shaving startup founded just two years ago that offers a  subscription-based high-quality shaving supplies and body products at affordable price. Today, P&G announced it’s acquiring Billie for an undisclosed amount.

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. As part of the acquisition agreement, Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.

Founded in 2017 by Georgina Gooley and Jason Bravman, Billie is a wellness company that offers high-quality shaving supplies and body products at a fair price, without the pink tax. Billie is committed to designing products that are uniquely built to provide women everyday TLC from top to toe. The startup has raised a total of $35M in funding over 4 rounds. Their latest funding was raised on Jan 29, 2019 from a Series A round.

Shaving companies have always been created for men which may explain why people are still overpaying for women’s razors and referred to as a goddess for shaving. Billie believes that women shouldn’t be an afterthought in the shaving category and that they deserve to have a great shave without having to pay more for it.

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