P&G has acquired shaving startup Billie to reach younger women. 

P&G has acquired shaving startup Billie to reach younger women. In the last year, direct-to-consumer shaving brand Billie has ramped up their efforts to compete with Harry’s Flamingo shaving line, and raised $6 million to disrupt the razor market, all with boundary-pushing branding and marketing. Now an acquisition by P&G could increase their visibility and popularity with young consumers. According to Billie’s co-founder, the combination of their brand and P&G will allow them to “reach Millennial and Gen Z women through a fresh, bold attitude.” (Business Wire, Adweek)