P&G, known in part for its men’s and women’s grooming categories, is seeking to grow via acquisition of Billie—a subscription-based, direct-to-consumer female body care company focused on women’s shaving supplies and premium body care products.

Billie’s current product lineup includes 5-blade razors encased in charcoal shave soap with a magnetic handle and holder, shaving cream, body wash and body lotion.

P&G says the deal complements their female grooming portfolio, which includes the Venus, Braun and joy brands.

Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.

Gary Coombe, CEO of P&G Global Grooming, says, “The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable. The combination of Billie’s high-quality, naturals-focused razors and body care products, and P&G’s highly-skilled and experienced people, resources, technical capabilities and go-to-market expertise will allow us to further reach Millennial and Gen Z women through a fresh, bold attitude.”

Billie donates 1% of all revenue to women’s causes around the world. The company is currently donating to Every Mother Counts, an organization that is committed to making pregnancy and childbirth safe for women everywhere.
  

P&G was No.3 on Beauty Packaging’s llist of Top 20 Global Beauty Companies for 2019. See the full list here.