Procter & Gamble is doubling down on physique care with the acquisition of the shaving model Billie Inc.
The non-public care conglomerate — which counts the sweetness manufacturers Olay, SK-II and Natural Essences in its portfolio — has introduced plans to accumulate the subscription-based model recognized for its body-positive,”female-first” strategy to shaving and its Millennial and Gen Z attraction.
Billie, which was based in 2017 by Georgina Gooley and Jason Bravman, offers in vibrant girls’s razors, shaving cream, physique wash and physique lotion.
The model goals to supply reasonably priced, toxin-free razors and alternative blades particularly designed for ladies, and has been a vocal critic of the notorious “pink tax” that allegedly sees girls pay extra for shaving gear than males.
The label additionally presently donates 1% of its income to girls’s causes globally.
“The mixture of Billie’s high-quality, naturals-focused razors and physique care merchandise, and P&G’s highly-skilled and skilled folks, sources, technical capabilities and go-to-market experience will enable us to additional attain Millennial and Gen Z girls by a recent, daring perspective,” mentioned Gary Coombe, CEO of P&G World Grooming, in a press release.
“We’re thrilled by the prospect of becoming a member of P&G to convey high-quality merchandise at reasonably priced costs to girls world wide,” added Gooley.
Billie is the latest addition to a sequence of shaving manufacturers owned by P&G, together with Venus, Braun and Gillette. — AFP Relaxnews