May 30, 2019 | By Louise Squire
Feb 14, 2018
For women who grew up being sold bright pink razors, priced more than men’s versions but seemingly the same (apart from that ubiquitous magenta colour), any shaving brand that set out to do something different would offer a breath of fresh air. But visit Billie’s website, or its Instagram account, and the air seems especially fresh.
This is a shaving brand that proclaims it makes “razors for womenkind”, that promises to cut the clichés (“we won’t call you a goddess for shaving your legs”) and help you make back some of your Pink Tax losses through a friends’ referral program.
In short, Billie is female-first, and while there’s more than a touch of Millennial pink (possibly the new magenta) to the brand’s colour palette, it’s nonetheless overturning a lot of the stereotypes of its industry.
Its perky, positive approach manages to make shaving and body care feel fun, easy, and even like something you might look forward to. This is shaving in the age of self-care, and perhaps most importantly, in the age of Instagram.
The razors are designed for women – but not in a Lady Dorito way. Instead, the brand explains, “Understanding that women shave differently than men – and typically up to 10x more surface area – Billie delivers a five-blade razor made with the sharpest blades available and encased in 360 degrees of skin-loving aloe shave soap.”
Good design and extremely on-trend styling combine with fair pricing ($9 for a Starter Kit, $9 for replacement blades) and an ethical approach to ingredients, which are natural, vegan, gluten-free and free of synthetic fragrance.
It’s easy to see the appeal, not only to consumers but to investors – Billie has received $1.5m seed funding. And there is precedent to its approach, albeit in men’s products. In 2016, shaving subscription start-up Dollar Shave Club sold to Unilever for a cool $1bn. It remains to be seen whether Billie can reach the same heights, but, if it does, it could be another case of Ginger Rogers doing the same as Fred Astaire, but backwards and in high heels.
WGSN Lifestyle & Interiors subscribers can see our full trend report diving into new approaches to designing for women next week. In the mean time, check out Beauty Innovations: Elevated Oral Care, and Lifestyle Retail: Selling Wellness for further analysis of the wellness market.
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