Procter & Gamble is buying Billie, a women’s shaving and personal-care business.
Billie was first-to-market with the launch in 2018 of five-blade razors, shaving cream and body lotion that were specifically targeted toward women. The brand — which has a shave-only-if-you-feel-like-it attitude — hit the market years after shaving start-ups for men, including Harry’s and Dollar Shave Club, launched, and has attracted attention for its boundary-pushing advertising and campaign against the “pink tax” (the idea that women’s personal-care products routinely cost more than men’s).
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