?? Issue No. 45: How Billie Built a $310M Brand by Breaking Every Rule in CPG

Billie is not just another razor company. It is a category-defining brand that challenged industry norms, dismantled the pink tax, and redefined how women’s body care products are marketed and sold. Launched in 2017, Billie quickly gained a reputation for its affordable, high-quality razors, a bold stance on body hair, and a fresh, unapologetic brand identity that resonated deeply with millennial and Gen Z women.

What set Billie apart was not just the product but the message: shaving is a choice, not an expectation. The Project Body Hair campaign became a viral sensation by being the first shaving brand to feature real body hair, an approach that was unheard of at the time. This, combined with a direct-to-consumer subscription model and strategic retail expansion, made Billie one of the most disruptive brands in personal care.

In 2021, Billie was acquired by Edgewell Personal Care for $310 million after a previously attempted sale to Procter & Gamble was blocked by the Federal Trade Commission. This acquisition enabled Billie to scale into major retailers like Walmart, Target, and CVS, solidifying its position as a national brand while maintaining its mission-driven identity.

Are They Funded or Bootstrapped?

Billie’s growth was funding-driven but methodical. Rather than raising large sums upfront, they built traction first and raised progressively as they hit milestones.

In 2017, Billie started with a $100,000 investment from an accelerator in New York, using the funds to build their brand and website before mass-producing the product. By the time they launched in November 2017, they had raised $1.5 million, allowing them to meet the demand that quickly followed.

Over the next two years, Billie raised capital strategically, securing a $6 million Series A round in 2019.

In 2020, Billie initially signed a deal to be acquired by Procter & Gamble, but the Federal Trade Commission blocked the sale, citing anti-competitive concerns. They pivoted and ultimately sold to Edgewell Personal Care for $310 million in 2021.

A key takeaway from Billie’s fundraising strategy was their focus on showing progress rather than chasing investors. They kept investors updated, proving traction before raising, rather than relying on aggressive funding rounds from the start.

Their Origin Story

Billie’s co-founders, Georgina Gooley and Jason Bravman , saw an opportunity in an overlooked market. While brands like Dollar Shave Club and Harry’s were disrupting men’s shaving, the women’s category remained stagnant, with outdated marketing and gendered pricing.

Gooley, a marketing strategist from Anomaly, had worked on campaigns for Nike and Budweiser and understood how to build brands that resonate. Bravman, a tech and operations expert from Yext, had the expertise to develop Billie’s seamless direct-to-consumer platform and subscription model.

Their idea was sparked by a simple question: why should women pay more for razors just because they’re pink? They designed a razor specifically for women, removed the pink tax, and built a brand that refused to conform to traditional beauty narratives.

When Billie launched in November 2017, the response was immediate. Within three days, they had sold in all 50 states, fueled entirely by press coverage and organic word-of-mouth rather than paid advertising. As demand grew, Billie expanded into shave gel, body wash, and lotion, all formulated with clean, vegan, and cruelty-free ingredients.

By combining Gooley’s creative vision with Bravman’s operational expertise, Billie became more than just a razor company—it became a movement that resonated with millions.

Core Customer Base

Billie resonated with millennial and Gen Z women who value affordability, authenticity, and sustainability.The brand attracted customers who were tired of overpriced razors and unrealistic beauty standards. Billie’s stance on inclusivity and body positivity created deep brand loyalty.

How Did They Grow So Sustainably?

A High-Impact Launch Without Paid Media

Billie avoided traditional paid advertising at launch, instead leveraging press coverage and organic storytelling. The brand’s distinct identity and clear mission set them apart from competitors, making them a media favorite. By month four, Billie had already hit its 12-month revenue target.

Virality Through Bold Storytelling

The 2018 Project Body Hair campaign was the first women’s shaving ad to feature body hair, a radical move at the time. The campaign sparked conversations across social media, generating millions in earned media and reinforcing Billie as a brand that challenges industry norms.

Smart Retail Expansion

Billie waited four years before entering retail, ensuring the brand was strong enough to stand out on shelves. When they did expand, they worked with brokers to navigate Walmart’s complexities, from setting up SKUs to negotiating placement. Moving into retail required redesigning packaging, since what works online does not always work on a store shelf.

Key Milestones

• 2017: Launched as a direct-to-consumer brand, selling out in all 50 states within three days
• 2018: Project Body Hair campaign goes viral
• 2019: Raised $6 million Series A, expanded into body wash and lotion
• 2020: Procter & Gamble acquisition blocked by the Federal Trade Commission
• 2021: Acquired by Edgewell Personal Care for $310 million
• 2022: Retail expansion into Walmart with 4,000 stores
• 2023: Introduced plastic-free packaging, achieved carbon neutrality

Their Influencer Marketing Mix

Billie relied on authentic advocacy rather than celebrity endorsements. They focused on micro- and nano-influencers, leveraging everyday women with engaged followings who shared genuine experiences. Affiliate marketing and user-generated content played a significant role in increasing credibility and engagement. The brand also collaborated with organizations like Plan International to reinforce its commitment to social impact.

Their Marketing X-Factor

Billie’s marketing success came from taking a stance. They did not just sell razors; they sold a movement. Their campaigns were not focused on selling a product but shaping a conversation around body positivity and inclusivity. They understood their audience deeply and spoke to them directly rather than relying on industry norms.

Takeaways for Wellness Brand Operators

1. Launch with impact. A clear, distinct brand identity from day one is key.
2. Leverage momentum. Once traction starts, fuel it with storytelling and organic reach.
3. Be strategic with fundraising. Show progress before raising capital.
4. Pivot when necessary. If an acquisition or funding deal falls through, stay adaptable.
5. Retail expansion requires preparation. Work with brokers, optimize packaging, and understand shelf dynamics.
6. Subscription models are not for every brand. Only implement them if they provide real value to customers.
7. Invest in leadership. As you scale, structure and team dynamics become just as critical as growth.
8. Build a strong founder network. The emotional and strategic support of peers is invaluable.

Billie proves that a razor can be more than just a product. It can be a symbol of change. Wellness brands can learn from their bold messaging, customer-first approach, and strategic scaling to build brands that last.

Did Billie’s story inspire you?

P.S. Thinking about implementing some of these strategies in your own brand? Let’s talk.

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