Women’s Shave Brand Billie Makes Brick & Mortar Debut at Walmart

Billie Inc. is launching at Walmart locations nationwide, the first retail destination for the fast-growing, digital-first women’s shave and grooming brand. The company’s shave products are available today on Walmart.com and will roll out to more than 4,000 US Walmart stores next month. 
 
Walmart will stock a range of Billie’s products, including its hero starter kit, as well as a new Lavender Whipped Shaving Cream.
 
Billie launched in 2017 with a razor for women. The company’s portfolio has expanded include daily essentials including lip balm, dry shampoo and face wipes. 
 
“We're thrilled to launch at Walmart,” said Georgina Gooley, co-founder of Billie. “Since day one, our intention has been to create high-quality products at an accessible price point for all of womankind. Walmart’s ability to bring value and convenience to millions around the country is a testament to their seamless shopping experience; together we’ll be able to impact everyday routines in a meaningful way.”
 
Billie’s digital success caught the intention of Procter & Gamble in 2020, which made a bid for the fast-growing brand. That deal was called off in 2021 after the FTC announced it intended to block the sale.
 
In November 2021, Edgewell acquired Billie.
 
“Walmart has been ultra-focused on bringing customers the high-quality products they already use and love to our store shelves, making it even more convenient for them to shop their favorite items during their weekly shopping trips,” said Shawn Townzen, merchandising VP for Personal Care, Walmart. “We’re so pleased to be the first retailer to carry Billie, a brand that is delivering innovative products at a value for consumers. It’s the latest example of our growing product assortment and we look forward to our customers’ feedback.”