P&G (NYSE:PG) is to acquire Billie Inc., a NYC-based female body care company.
The amount of the transaction was not disclosed.
The deal complements P&G’s female grooming portfolio, which includes the Venus, Braun and joy brands, through the combination of digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a digitally-native brand dedicated to Millennial and Gen Z consumers.
The combination of brands, talent and expertise will strengthen P&G’s Grooming business and accelerate growth for Billie, as well as to accelerate the development of additional products designed for the specific needs of women.
Billie is a subscription-based, direct-to-consumer brand focused on providing women with shaving supplies and body care products. Their current product portfolio includes razors, shaving cream, body wash and body lotion.
Following the close of the deal, the NYC based company will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.