P&G to acquire female body care brand Billie

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Procter & Gamble is starting off 2020 by expanding its portfolio.

The company announced plans to acquire Billie, a subscription-based, direct-to-consumer brand focused on better serving women’s beauty and grooming needs.


Featuring a portfolio that contains shaving supplies, body wash and body lotion, P&G said Billie will complement the company’s current female grooming portfolio, which includes Venus, Braun and joy brands.

“We're thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” Georgina Gooley, co-founder of Billie said. “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.”

Billie will continue to be led by Gooley and fellow co-founder Jason Bravman.

“The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable,” Gary Coombe, CEO of P&G global grooming said. “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.”