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P&G Grooming’s Response To Disruptor Billie? ‘Female First’ Subscription Shave Brand Will Join Venus

 
• By Ryan Nelson

P&G has acknowledged that it was slow to react to direct-to-consumer threats in the men’s shave market. Perhaps intent on avoiding the same mistakes, the firm plans to acquire Billie, a subscription-based razor and body-care startup that has endeared itself to younger demographics with its affordable offerings and of-the-moment messaging.

Billie Body Hair

Procter & Gamble Co.’s announced acquisition of “female first” shave and body-care brand Billie marks continued investment at the company to diversify its women’s grooming portfolio and get out in front of market disruptions to prevent share erosion.

New York-based Billie Inc

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More from Deals

US Beauty Deals: Kim Kardashian Buys Back Beauty Brand Rights From Coty, L’Oréal’s NYX Professional Makeup Teams With Warner Bros.

 
• By Eileen Francis

Kim Kardashian lifestyle company SKIMS buys back rights to SKKN by Kim from Coty, Inc., which had purchased a 20% interest in the brand in 2020 for $200m. Separately, NYX Professional Makeup partners with Warner Bros. to launch the “A Minecraft Movie” collection.

L’Oréal Sells ‘Pioneering’ Carol’s Daughter Hair Brand After 20-Year Ownership

 
• By Eileen Francis

L’Oréal USA has sold multi-cultural hair care brand Carol’s Daughter to an independent beauty entrepreneur with a ‘proven track record’ of acquiring and growing beauty brands, while it remains under the leadership of its founder and new President, Lisa Price.

Hungary’s Egis Picks Up Skin-Care Portfolio From Teva

 
• By Tom Gallen

Egis is the beneficiary as Teva again trims its OTC portfolio with the sale of Hungarian skin-care brand Neogranormon.

Alberto V05, Zest Among Iconic Brands Providing Platform For New Owner’s US Debut

 
• By Eileen Francis

Italian personal care and beauty manufacturer Sodalis Group will acquire Alberto V05, Zest soap, Sure deodorants and other personal care brands in a transaction with current owner Tengram Capital Partners expected to close by the end of October. Recent years have seen high private equity activity in cosmetics and personal care.

More from Business

IFF Offsets Tariffs’ Impact, But Discretionary Product Ingredients Face Risk

 
• By Eileen Francis

New York-based International Flavors & Fragrance, Inc. has shifted procurement to alternative supply sources and is balancing production across its global network in response to US tariffs, though company executives say ingredients for discretionary products face risk.

Coty Lowers FY25 Forecast On Tariff Uncertainty, Inventory Reductions, But Expects Sunnier Days In FY26

 
• By Eileen Francis

Coty lowers its revenue and profit outlook for FY25, though it believes FY26 will be a better year thanks to a return of ‘blockbuster’ product launches, market expansion and mitigation strategies for current economic uncertainties.

Estee Lauder Lowers FY 2025 Outlook, Expects Positive Results FY 2026 On ‘Beauty Reimagined’

 
• By Eileen Francis

The Estee Lauder Companies reported a 10% drop in reported sales during its fiscal third quarter presentation on a 28% decline in travel retail organic sales. The firm, which lowered its FY 2025 sales expectations, says it expects positive growth in FY 2026.