Shaving supplies and premium body care products company, Billie, is bringing its products to Walmart, marking its first foray into physical retail.
“Walmart has been ultra-focused on bringing customers the high-quality products they already use and love to our store shelves, making it even more convenient for them to shop their favorite items during their weekly shopping trips,” said Shawn Townzen, merchandising VP for Personal Care, Walmart.
“We’re so pleased to be the first retailer to carry Billie, a brand that is delivering innovative products at a value for consumers. It’s the latest example of our growing product assortment and we look forward to our customers’ feedback.”
Founded in 2017, Billie is a U.S.-based direct-to-consumer (DTC) company that offers a broad portfolio of premium shaving and body care products for women, including razors, shaving cream, make-up wipes, body lotion, lip balms, dry shampoo and body wash.
“Since day one, our intention has been to create high-quality products at an accessible price point for all of womankind. Walmart’s ability to bring value and convenience to millions around the country is a testament to their seamless shopping experience; together we’ll be able to impact everyday routines in a meaningful way,” said Georgina Gooley, co-founder of Billie.
Over the years, Billie has built its customer base around offering affordable yet high-quality razors and building its brand marketing around the “pink tax,” wherein women often have to pay much higher than men when it comes to accessing items of basic necessity.
“On behalf of the razor companies out there — we’re sorry you’ve been overpaying for pink razors,” the company’s website says. “It’s time you got some money back.”
Through its partnership with Walmart, Billie products will become available at over 4,000 U.S. Walmart stores in February 2022. One of the company’s popular products is the Billie Starter Kit, which has received over ten thousand five-star reviews online and has built its reputation as “the internet’s favorite razor.”
Billie was recently acquired by Edgewell Personal Care Company, the maker of Schick safety razors, in an all-cash transaction at a purchase price of $310 million just last month. The acquisition comes a year after the Federal Trade Commission blocked CPG giant P&G from buying the women’s shaving brand.
Customers can shop Billie products in-store at Walmart or online.