Founder: Georgina Gooley
Georgina shaved with men's razors for years in protest to the "pink tax". According to her, "the pink tax is a sexist pricing strategy where products that are marketed towards women are more expensive - by approximately 7% - than the same products marketed towards men". Georgina also noticed that most shaving brands had originally been created for men or had been spun out of a men's brand. She saw a lack of innovation in women's shaving products in addition to them being more expensive for no logical reason. Georgina decided she needed to build a shave and body brand for women with fairly priced products.
Billie sells razors, shave cream, body lotion, body wash, dry shampoo, makeup wipes, and lip balm - all built uniquely for women. The products provide a premium experience for customers yet are priced directly in line with comparable men's products. The company also built a very different relationship with women compared to what other shave and body companies had done in the past. Instead of shaming body hair, Billie celebrates womankind and presents shaving as a personal choice and not an expectation.
"As we grow, our goal is to ensure that every customer continues to have an exceptional experience — we want to be a brand that women are proud to have in their shower."
Sources: ModernRetail, TIME, Billie website