The government just blocked another razor startup from getting acquired

Image: Billie

The Federal Trade Commission announced it would sue to block Proctor & Gamble’s purchase of razor and body care company Billie on December 8th, citing P&G’s existing dominance in the wet razor market. Billie originally launched in 2017 but has grown since, likely prompting P&G’s interest and the FTC’s concern.

Like Dollar Shave Club (but aimed more at women), Billie tried to pitch its razors as a cheaper direct-to-customer alternative to the pricier razors sold at retail. It proved successful, and investors were interested. But if P&G added Billie to its existing brands Gilette, Joy and Venus, it could have eliminated one of its fastest growing competitors, something the FTC feared would lead to consumers paying higher prices.

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