Edgewell Personal Care Company’s acquisition of Billie, Inc. reflects the firm’s revamped approach to marketing razor, shave and body-care products in a retail environment upended by DTC upstarts well before COVID-19.
Edgewell Cuts $310m Billie Deal Without FTC Incident
Acquisition of value-tier, female-first razor firm Billie, Inc. – previously attempted by P&G before the US Federal Trade Commission intervened – will add a youthful, on-message brand to the Schick owner’s women’s shave portfolio. The deal follows Edgewell’s bid to acquire Harry’s in 2020, also thwarted by the FTC.
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