P&G bolsters its female grooming portfolio with the acquisition of DTC disruptor female shaving and body care brand Billie.
WHO: Female subscription-focused DTC brand Billie, launched in November of 2017 by co-founders Georgina Gooley and Jason Bravman, is based on selling razors and personal care products without the “Pink Tax.” The business opportunity lies in the belief that women’s shaving needs have been overlooked by traditional grooming brands. Billie is a female-first shave and body brand delivering premium-quality razors and body care.
Headquartered in Cincinnati, Ohio, Procter & Gamble (P&G) is a Fortune 500 company and the global leader in Consumer Packaged Goods. P&G serves nearly 5 billion people around the world with its multi-category portfolio, which spans beauty, healthcare, grooming, fabric and home care, and baby, feminine, and family care. P&G’s brands are widely recognizable, including Crest, Febreze, Gillette, Head & Shoulders, Olay, Pantene, SK-II, and Tide.
WHY: This 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. 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.
IN THEIR OWN WORDS: “We’re thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” Georgina Gooley, co-founder of Billie, said in a statement. “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,” Gary Coombe, CEO of P&G Global Grooming, said in a statement. “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.”
DETAILS:
