P&G said the deal complements its female grooming portfolio, which includes the Venus, Braun and Joy brands, through the combination of strong digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is especially appealing to Millennial and Gen Z consumers. Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.
“We're thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” said Gooley. “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.”
“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. “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.”