Procter & Gamble to acquire Billie Inc.
Multinational Procter & Gamble (P&G) has announced on Wednesday to acquire female body care company, Billie Inc. The subscription-based brand creates shaving supplies and body care products including razors, shaving cream, body wash and body lotion.
Billie’s own brands will add to P&G’s current feminine product range such as Venus, Braun and joy brands. The company’s co-founders, Georgina Gooley and Jason Bravman will continue to lead the business after the acquisition.
“We’re thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world. 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,” Georgina Gooley, co-founder of Billie, said.
Gary Coombe, CEO of P&G Global Grooming, said, “The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable. 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.”
P&G said this move will strengthen its grooming business and speed up growth for Billie. It will also result in the production of additional products for women.