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P&G To Buy Billie

DTC subscription-based women's razor company.

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By: Christine Esposito

Editor-in-Chief

Procter & Gamble has announced plans to acquire Billie Inc., a subscription-based, direct-to-consumer brand focused on women with shaving supplies and body care.    P&G said the deal complements its female grooming portfolio, which includes the Venus, Braun and Joy brands, through the combination of strong digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is especially appealing to Millennial and...

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