Procter & Gamble is doubling down on body care with the acquisition of the shaving brand Billie Inc.
The personal care conglomerate -- which counts the beauty brands Olay, SK-II and Herbal Essences in its portfolio -- has announced plans to acquire the subscription-based brand known for its body-positive,"female-first" approach to shaving and its Millennial and Gen Z appeal.
Billie, which was founded in 2017 by Georgina Gooley and Jason Bravman, deals in colourful women's razors, shaving cream, body wash and body lotion.
The brand aims to offer affordable, toxin-free razors and replacement blades specifically designed for women, and has been a vocal critic of the infamous "pink tax" that allegedly sees women pay more for shaving equipment than men.
The label also currently donates 1% of its revenue to women's causes globally.
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