Billie changed how women’s razors are advertised.

Billie is a lesson in a stance that reframed a category. It was founded in 2017 in New York by Georgina Gooley and Jason Bravman as a direct-to-consumer women’s razor and body-care brand, built on an explicit anti-“pink tax” thesis — women shouldn’t pay more for near-identical razors.

Its landmark moment was “Project Body Hair” (2018): Billie is widely credited as one of the first razor brands to actually show women’s body hair in its advertising, a genuinely radical move in a category that had always shown pre-shaved skin. The message was empowerment — women get to decide whether to remove hair at all — and it defined the brand’s warm, inclusive voice. It grew from razors into a full body-care line.

Its ownership story is dramatic. Procter & Gamble agreed to buy Billie in 2020, but the FTC moved to block the deal (P&G already owns Gillette Venus, and regulators saw Billie as a fast-growing challenger) — and the acquisition was abandoned in January 2021. Billie was then acquired by Edgewell Personal Care for about $310 million in late 2021. (Honest notes: the P&G deal was blocked and never completed — Edgewell owns Billie now, not P&G; the “first to show body hair” line is Billie’s own claim, widely credited; it should not be confused with Flamingo, the women’s brand from Harry’s/Mammoth; and no official brand hex is published.)

Billie lives in a warm blush-and-terracotta palette. Click a swatch to copy the hex.

Billie’s identity is warm, modern and inclusive — a blush pink, a terracotta clay, a soft peach-cream, a warm sand, and a deep plum-brown for grounding. The palette reads as friendly and body-positive: warm, human tones and real-body imagery rather than clinical blues or apologetic pastels. It signals confident, modern women’s grooming that treats the customer as an adult. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a blush-and-terracotta palette signals warm, body-positive modernity. Billie’s world reads as inclusive and human. For designers, it is a reminder that warm blush and terracotta, grounded by a deep plum, make a personal category feel confident and welcoming rather than clinical, matching a brand built on empowerment. The takeaways: use warm blush and clay tones for body-positive warmth; ground them with a deep neutral for text; and treat any single hex as unofficial when there is no published spec.

The wordmark spirit is a rounded sans — warm and confident.

Billie’s identity carries a warm, confident, modern spirit — a “Billie” wordmark whose friendly, rounded forms match a body-positive women’s brand. A rounded sans captures the mood: it is warm and approachable, the register of a confident, inclusive DTC brand rather than clinical care. Set against a blush-and-terracotta palette, the rounded sans feels human and self-assured — exactly the Project-Body-Hair, anti-pink-tax personality Billie carries. It is warm rather than sterile, mirroring real-body imagery and an empowerment message. (Billie’s real wordmark is a trademark we describe but do not reproduce, and the exact typeface is not something we assert.) Because the specific mark is not ours to use, the honest description is “a rounded sans spirit,” not the Billie logo. The type behaves like the brand: warm, confident and modern.

Billie stands for body positivity.

Billie is a lesson in leading with a genuine point of view. Women’s razors were a commodity sold with clinical or apologetic tones; Billie led with a real stance — body positivity, empowerment, and fair pricing — and backed it with the boldest possible act: showing real body hair in its ads. That point of view, not the blade, is what made Billie culturally resonant and a fast-growing challenger, enough that regulators protected it from being absorbed by Gillette’s owner. A clear stance was the differentiator.

For designers and brand-builders, Billie offers a clear takeaway: a genuine, well-executed point of view can differentiate a commodity. The lessons: take a real stance your audience feels (and act on it visibly); use warm, inclusive design to make it human; and let the stance, not the product spec, lead the brand. It is also a reminder to keep the facts honest: Billie was founded in 2017 by Georgina Gooley and Jason Bravman, made “Project Body Hair” a landmark, and is owned by Edgewell (the P&G deal was blocked) — with the palette here an unofficial interpretation. Billie led with a point of view — proof that a stance can be the difference.

Keep Billie’s identity on hand — save it to a board in the Made Good inspiration library.