P&G acquires shaving brand Billie Inc

Procter & Gamble acquires the 'female-first' bodycare brand Billie. -- AFP Relaxnews

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.