Billie

Billie's founders noticed that women overpay for razors and are shamed for having body hair. They found a gap in the market, serving price and quality-conscious consumers with colorful and innovative branded products. Billie is not the only startup trying to reinvent women's shaving, and they face competition from Flamingo who also sell female body care products using the same discounted model.

Billie's strong direct-to-consumer and digital capabilities have underpinned its strong growth, positioning the brand well for its initial expansion into the US and brick-and-mortar retail. It continues to be led by its co-founders but was acquired by Edgewell in 2021, complementing and strengthening Edgewell's position in the women's shaving category, by adding to a portfolio of strong brands such as Schick Intuition, Hydro Silk, and Skintimate.