Schick Owner Edgewell Personal Care acquires razor brand Billie for $310 Million

Billie Incorporation, a DTC razor brand has been acquired by Schick Owner Edgewell Personal Care for a cash transaction of $310 Million. Billie’s management and administration are to remain in the hands of its co-founders.

Key Takeaways

• Edgewell Personal care acquired Billie Inc. is a cash on hand and revolver capacity of $310 Million under Hart-Scott-Rodino Antitrust Improvements Act.

• Edgewell Personal Care is the maker of Schick Intuition, Hydro Silk, Wilkinson Sword, Skintimate. Apart from this, it has a wider portfolio of well known brands that have been on the leading ranks in the respective sectors. 

• Billie Inc. is a leading direct to consumer brand providing women with premium shaving and body care products.
• The Co-Founders of Billie Inc Georgina Gooley and Jason Bravman will continue to lead the brand even after acquisition after mutual consent.
• The President and Chief Executive Officer of Edgewell is Rod Little.

The motive of this acquisition was to be in the leading position among women’s shaving category products. Moreover, Billie’s individual category of body care and shaving products also complements and strengthens Edgewell’s position in the women’s shaving category.

Billie is one of the fastest growing brands that sells its products directly to consumers. Billie was initially started as a brand for supplying products that make the daily life of women delightful and easy. It has premium body care products for women. Some of the products in Billie’s portfolio include razors, shaving cream, makeup wipes, body lotion, lip balms, dry shampoo and body wash. The co-founders of the razor brand Billie are Georgina Gooley and Jason Bravman who have witnessed remarkable progress of the company and that is the reason they will continue to lead the company.

Billie was founded in 2017, Billie’ razors were launched after they observed women are facing difficulty in maintaining their beauty and skin with the busy schedule so they decided to launch tools that will help the ladies take care of their career and skin hand in hand. This merger will prove to be really useful for Billie as well. It will help widen the scope of Billie more than just razors and blades but a few better and trending products.

Edgewell has a diversified portfolio with a wide range of attractive beauty products. It has been the maker of many big brand names in the beauty industry. Some of the popular brands that are a part of Edgewell portfolio are as follows, Wilkinson Sword, Playtex, Carefree, Stayfree, Banana boat, wet ones and a lot more. The Edgewell President and Chief Executive Officer is Rod Little. He has been very enthusiastic about this merger as Billie Inc. was a leading direct to consumer brand with a wide range of products.

Edgewell has not only taken over Billie Incorporation’s assets but also its liability. Now onwards Edgewell will be liable for all the debts by the company irrespective of who were the co-founders of the Billie Incorporation.