Women’s subscription-based shaving products Billie raises $ 25 million

National Xconomy –

Billie, a monthly subscription service for women’s shaving and body care products, raised $ 25 million.

The New York-based startup said on Tuesday that the new round of funding, which is led by the Goldman Sachs Private Capital Investing group, brings its total investment to $ 35 million. Previous investors Silverton Partners, Female Founders Fund and Lakehouse Ventures have also participated in Billie’s new round, which the company says will be used for additional product development.

“It is clear that Billie has filled a real gap in the women’s personal care market by bringing innovative products and fair prices to consumers while delivering a superior experience,” said Hillel Moerman, director of Goldman Sachs Private Capital, in a press release.

Kits Billie sends to her predominantly female clientele can include razors, shaving creams, and lotions. Customers can choose how often they receive mailings, and subscriptions start at $ 9 per month. The company points out that its products are not subject to a “pink tax,” a practice that means women’s skincare products are billed at a higher rate than comparable items marketed for men.

Billie started her service in November 2017 and raised a $ 6 million funding round led by Silverton last April. The startup then raised additional funds from investors, including tennis star Serena Williams.

The company also gained attention for its “Project Body Hair,” which features advertisements showing women with different types of hair to shave. The idea is to counter mainstream advertisements that show women shaving their already hairless legs.