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01/10/2022

Billie makes brick-and-mortar debut at Walmart

Billie is launching its shave products at more than 4,000 Walmart stores in February and online at Walmart.com.
Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture
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Billie Malibu Group

On the heels of being acquired by Edgewell Personal Care, women’s personal care brand Billie is making its brick-and-mortar debut.

Known best for its women’s focused shaving supplies and body care products, Billie’s portfolio will be available for purchase at Walmart.

Currently available online at Walmart.com, the brand will roll out its shave products to more than 4,000 Walmart stores in February.

[Read More: Bulldog launches razor crafted from recycled beer bottles]

“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.”

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Billie Malibu Razor

Products that consumers will be able to purchase include the Billie Starter Kit and the newly launched Lavender Whipped Shaving Cream.

“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,” Shawn Townzen, merchandising vice president for personal care at Walmart said. “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.”

[Read More: Gillette, Deion Sanders partner on limited-edition razor]

Since its launch in 2017, Billie has expanded its portfolio to include lip balm, dry shampoo and face wipes.

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