American consumer goods conglomerate Procter & Gamble has announced plans to acquire Billie, Inc., a subscription-based, direct-to-consumer brand specialized in women’s body care and shaving products.
It is hoped that Billie will complement P&G’s existing female grooming portfolio, which includes brands such as Venus, Braun and Joy, with its digital and direct-to-consumer marketing capabilities, as well as its growing range of personal care products.
Billie, in turn, will be able to benefit from P&G’s scale and brand-building expertise as it looks to push forward with its growth and develop new products.
The brand’s product portfolio currently includes 5-blade razors encased in charcoal shave soap, as well as shaving cream, body wash and body lotion.
The New York-based, digitally native brand, which has a strong millennial and Gen-Z following and donates 1% of its revenues to women’s causes around the world, will continue to be led by co-founders Georgina Gooley and Jason Bravman following the acquisition.
“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, in a release. “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, whose beauty and self-care portfolio also includes the Head & Shoulders, Olay, Oral-B and Pantene brands, did not provide a timeline for the deal’s closure.