Georgian Gooley had been using men’s razors for decades to avoid paying the “pink tax” that is typically applied to women’s razor and shaving products.
In 2017, Gooley and friend Jason Bravman decided to join the subscription razor marketplace, but make their company exclusive to women’s products.
Gooley stated in an interview that ” Instead of speaking to women in clichés and making them feel ashamed about their body hair, we wanted to celebrate womankind and reinforce that shaving is a personal choice, not an expectation.”
The company operates a subscription razor service where clients can order new razors and shaving products online and receive them as often as they wish (monthly, every quarter, etc.)
Gooley found it strange that most shaving ads show women with no hair. She introduced a marketing campaign called Project Body Hair, where women post real photos of their body hair, whether its a unibrow, underarm hair or wherever hair grows on their body. These pictures are being added to Unsplash, where they can be used by the public.
Procter and Gamble purchased Billie in January 2020 for an undisclosed amount.
The company still maintains a corporate office, at this writing, in New York, New York. It is unknown if the acquisition by Procter and Gamble will change this.