Procter & Gamble acquires Billie, female razor subscription
Procter & Gamble is acquiring Billie, a subscription, female brand focused on women’s beauty and grooming needs.
The company announced plans to acquire Billie, a subscription-based, direct-to-consumer brand focused on better serving women’s beauty and grooming needs.Billie features shaving supplies and razors. Billie products include 5-blade razors encased in charcoal shave soap with a magnetic handle and holder, shaving cream, body wash and body lotion. P&G said Billie will complement the company’s current female grooming portfolio, which includes Venus, Braun, Gillette and other non-cruelty free brands.
Sadly, most mainstream shaving brands are owned by companies who test on animals. Odds are that if you have yet to trade out your razor you aren’t using a cruelty-free one. Most brands also use moisturizing strips that contain ingredients derived from animals, such as lanolin.
All Girl Shave Club Cruelty-free always & forever. Turn the chore of shaving into a treat with a subscription to All Girl Shave Club! Experience high quality, premium razors and discover unique, specialty shaving and body products delivered right to your door at an affordable price! 10% off any new subscription.
Will Billie remain cruelty free? Good question.
Founders Georgina Gooley and Jason Bravman will continue in their leadership roles at Billie. Billie’s co-founders, Georgina Gooley and Jason Bravman, will continue to run the company.
The subscription comes with a starter kit with a Billie handle, available in an assortment of colors, magnetic holder and two five-blade razor cartridges encased in 360° of charcoal shave soap for $9. After that, Billie sends subscribers four replacement blade cartridges for $9 at the frequency of their choosing. Shipping is free, and Billie does not charge the “pink tax,” which women are charged for certain personal care products. The company donates 1% of all revenue to women’s causes. Their current nonprofit of choice is Every Mother Counts, an organization that focus on making pregnancy and childbirth safe for women around the world.
P&G brands, include Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G includes operations in approximately 70 countries worldwide.