Billie

What Billie does

Billie is a women's personal care brand founded in 2017 and headquartered in the United States, operating as a wholly-owned subsidiary of Edgewell Personal Care Corporation (NYSE: EPC) since a 2021 acquisition for $310 million. The company's product proposition originated with women's razors engineered around the anatomical reality that women shave approximately ten times the surface area men do, and has since expanded into a multi-category bodycare platform: razors and refill blades (subscription-based), dermaplaning tools, wax kits, shave creams and glazes, body washes (with actives including retinol, niacinamide, hyaluronic acid, peptides), body lotions, aluminum- and baking-soda-free deodorants (including an AHA gel formulation), makeup-removing wipes, dry shampoo, and lip/skin balms. Billie's core product technology centers on a 5-blade razor wrapped in aloe moisturizer with a curve-hugging pivoting head, a magnetic shower holder to extend blade life, an oil-to-milk shave glaze formulation, and pH-modulating multi-acid deodorant systems.

The company monetizes via a dual direct-to-consumer (DTC) and retail/marketplace model. Primary revenue comes from one-time product sales and recurring subscriptions for razor blade refills and Wonder Wipes through mybillie.com, supplemented by wholesale distribution through Amazon, major U.S. retailers, Walmart Canada, and Shoppers Drug Mart. Pricing spans roughly $8–$13 per SKU with the Razor Starter Kit at $10, razor refills at $10 per 4-pack, and bundled sets (Ultimate Shave Set $37, Smooth Operator Deluxe Starter Kit, Iconic Trio, Choose Your Smooth Set, Hydration Re-Set) at higher price points incorporating 10% bundle savings. Free shipping is offered on orders over $25 and on all razor/wipes subscriptions. Marketing is built around earned media (Allure Best of Beauty 2024, Glamour, BuzzFeed, Nylon, Popsugar, New York Magazine), organic social on Instagram and TikTok, email, and high-profile experiential campaigns (the 2025 New York City scratch-and-sniff armpit posters and the Bath Time repositioning campaign). The customer base is primarily women seeking quality body care products and frustrated by the 'pink tax' premium historically charged for women's versions of unisex products; the brand explicitly embraces body positivity across both 'smooth' and 'fuzzy' preferences.

Name

Billie

Legal name

Billie (operated by Edgewell Personal Care Company)

Website

https://mybillie.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Billie is a women's personal care brand offering razors, body washes, lotions, aluminum-free deodorants, and related bodycare products via a direct-to-consumer subscription model and major retailers, serving women seeking quality body care without the pink-tax premium.

Ownership category

akta.pro rank

Product category

Women's Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand Soap & Hand Wash (CRABAEAC)

akta.pro secondary industries

Feminine Care Applicators & Accessories (CRABAIAO), Intimate Washes & Feminine Cleansers (CRABAIAH), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Women's razor subscription
• Body care products
• Aluminum free deodorant
• Direct to consumer beauty
• Shave and skincare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales: Billie sells razors, body care products, and deodorants directly to consumers through mybillie.com with a subscription model for razor blades and wipes, along with one-time purchases.
2. One-Time Product Purchases: Individual product purchases for body wash, body lotion, deodorants, and other body care items available both DTC and through retail partners.
3. Retail and Marketplace Sales: Products sold through major retailers and Amazon marketplace, generating revenue through wholesale distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Billie is a direct-to-consumer women's personal care brand selling award-winning razors with subscription-based blade refills, alongside body washes, body lotions, AHA and aluminum-free deodorants, shave creams, exfoliating skincare, and wax kits formulated without the "pink tax" premium. The company was founded in 2017 in New York and is now a subsidiary of Edgewell Personal Care Corporation following its 2021 acquisition.

Product overview

Billie is a shave and bodycare brand offering a comprehensive personal care product portfolio. The core offering centers on the award-winning Razor Starter Kit with its subscription-based blade refill model. The shave category includes razors, blades, dermaplaning tools, shave creams, shave gels, body buffers, wax kits, and travel accessories. The bodycare line encompasses body washes, body lotions, deodorants (both traditional and AHA-based), dry shampoo, body balms, and wipes. Products are sold individually and in bundled sets with subscription options. The brand emphasizes aluminum-free, dermatologist-tested formulations with diverse scent profiles and positions against the 'pink tax' in women's razors.

Differentiator

Problem solved

Functional benefit

Products and services

• Razor Starter Kit Entry-level $10 starter bundle containing the 5-blade women's razor handle, magnetic shower holder, and 2 refill blades, designed as a low-friction on-ramp for new customers.
• Razor Refill Blades
• Body Buffer
• Whipped Shave Cream
• Ultimate Skin Solution
• Shave Glaze
• Dermaplane Starter Kit
• V Smooth
• Face & Bikini Wax Kit
• Body & Underarm Wax Kit
• Razor Travel Case
• Body Wash
• Body Lotion
• All Day Deodorant
• AHA Deodorant
• Wonder Wipes
• Super Salve
• Floof Dry Shampoo
• Ultimate Shave Set
• Iconic Trio Shave Set
• Smooth Operator Deluxe Starter Kit
• Choose Your Smooth Set
• Hydration Re-Set

Quantifiable outcome

• Billie razors rated 4.5 out of 5 stars with 31,348 reviews
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Harry's: Harry's pioneered the men's DTC razor subscription model and was itself acquired by Edgewell competitor; its sister brand Flamingo directly targets the same women's razor/category as Billie, making Harry's/Flamingo the closest comparable in business model and customer acquisition playbook.
• Flamingo: Flamingo is Harry's women's razor and body care brand, directly competing with Billie on women's razors, body care, and waxing products sold via DTC and retail with subscription mechanics.
• Athena Club: Athena Club is a women's personal care membership brand offering razors, body care, and sexual wellness products via DTC subscription, mirroring Billie's horizontal-segmentation, body-positive positioning, and bundled product strategy.
• Dollar Shave Club: Dollar Shave Club disrupted the men's razor category with a subscription model and is now owned by Unilever; it is a comparable benchmark for the subscription-DTC razor playbook that Billie adopted, even though its primary line is men's.

Emerging players

• Estrid: Estrid is a women's razor subscription brand with direct-to-consumer European roots expanding into the US, competing on price, design, and inclusive branding—overlapping with Billie's core razor offering and customer profile.
• Oui the People: Oui the People is a premium women's shaving and body care brand competing on design-led, single-blade and multi-blade razors and body-positive positioning—closely aligned with Billie's premium-razor and body-positive value proposition.
• Native: Native is a DTC natural deodorant and body care brand (now owned by P&G) that overlaps with Billie's deodorant and body wash SKUs, sharing the aluminum-free, ingredient-conscious positioning and DTC-plus-retail distribution.
• Lume: Lume is a women's-focused clinical deodorant brand built on a proprietary acid-based odor-control technology, directly comparable to Billie's AHA Deodorant product and overlapping in target consumer and category.

Broad incumbents

• Schick (Edgewell): Schick is Edgewell's flagship razor brand and now Billie's portfolio sibling; it competes in the same women's razor category with mass-market distribution and represents both the broader incumbent competition and Billie's internal parent-company benchmark.
• Venus (P&G / Gillette): Gillette Venus is the legacy women's razor market leader owned by P&G; it sets category pricing, distribution, and innovation benchmarks and is the dominant competitive force Billie must differentiate against in retail and online channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/billiebody
• Instagraminstagram.com/billie
• TikToktiktok.com/@billie

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Billie