Procter & Gamble shakes up grooming portfolio with Billie acquisition

Procter & Gamble shakes up grooming portfolio with Billie acquisition

THE WHAT? Procter & Gamble (P&G) has announced plans to acquire women’s grooming and personal care brand Billie.

THE DETAILS A start-up company, Billie has made waves in the grooming sector with its ‘shave only if you want to’ vision. It has also campaigned against the tax on women’s personal care products while launching advertising campaigns showing body hair being shaved.

Terms of the deal were not disclosed.

Targeted at millennials and Gen Z’s, Billie will continue to be led by Co-Founders, Georgina Gooley and Jason Bravman.

THE WHY? Quite unlike its other women’s shaving brand Venus, Billie will make a modern addition to P&G’s grooming business.

Gary Coombe, CEO of P&G Global Grooming, said, “The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable. 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.”

Gooley continued, “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.”

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