P&G's First Acquisition of 2020 Is a DTC Shaving Brand for Women

Billie's co-founders will stay on to lead the brand


The new year is only nine days old, and P&G has already made a major acquisition.

The CPG giant has acquired Billie, a direct-to-consumer women’s shaving brand, for an undisclosed amount. Billie launched in November 2017 and had raised $35 million to date, with a Series A round in January 2019 of $25 million led by Goldman Sachs’ Private Capital Investing. P&G’s last acquisition occurred in February 2019 when it bought This Is L, a period startup, with reports putting the value of the deal at $100 million.

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