Billie’s Georgina Gooley on the company’s post-acquisition growth

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As more consumers indulge in self-care at home, the body-care category is continuing to grow, allowing brands to seize the moment.

For 7-year-old body-care brand Billie, which was acquired for $310 million by personal care company Edgewell in 2021, the body-care surge couldn’t have come at a better time. Before the acquisition, Billie solely sold direct-to-consumer. But in 2022, it launched in Walmart before expanding to Amazon, Target, Ulta and Kroger last year. In February, Billie rolled out its biggest category expansion yet with new body wash, body lotion and deodorant products.

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