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As a boyhood girl, you absorb a lot of time aggravating to amount out what beard on your anatomy is accounted acceptable. Beard on your arch is fine, but beard on your legs is not. As for beard on your high lip—get rid it immediately. Eyebrows charge be plucked so they attending thin, unless bold, creamy eyebrows appear to be in fashion. Over the advance of a lifetime, all this beard abatement requires hours of assignment and costs as abundant as $23,000.
Billie, a atom startup, wants to bandy out the aphorism book. It aloof appear a children’s book aimed at destigmatizing anatomy hair, as able-bodied as a new ad that urges girls not to feel burden to get rid of their hair. This business seems counterintuitive for a cast that makes its money from beard removal, but its cofounder believes that this access is absolutely acceptable for business.
Georgina Gooley, Billie’s cofounder, launched the cast in 2017 as allotment of a broader beachcomber of direct-to-consumer atom startups that includes men’s brands like Harry’s and Dollar Barber Club and women’s brands like Flamingo and Athena Club. (Billie was acquired by Edgewell, the ancestor aggregation of Schick, aftermost year.) All of these advertise agnate products—including razors, atom cream, and anatomy wash—at agnate prices. It’s their business and architecture that differentiates them.
Gooley, who ahead formed at announcement close Wieden and Kennedy, had ability in authoritative a cast angle out. As she researched the atom industry, Gooley accomplished that brands had been business articles to women for added than a century, but rarely showed any anatomy beard on models. “They would appearance women atom a pre-shaved leg because leg beard was advised so taboo,” says Gooley. “It was absolutely internalizing abashment about accepting anatomy hair.”
From the start, she absitively to ability the bulletin that anatomy beard isn’t embarrassing. In 2018, Billie debuted a attack alleged Project Anatomy Hair, asserting it was the aboriginal time a atom cast showed models atom absolute beard on their armpits, legs, and bellies. But then, Billie took things a footfall added by arguing that women didn’t charge to barber at all if they didn’t appetite to. In the summer of 2019, Billie launched an ad featuring women in swimsuits with pubic beard showing. That fall, the brand’s announcement focused on de-stigmatizing women’s high lip hair. “We capital to reframe the conversation, and say that atom should be a choice, not an expectation,” she says. “Just putting images out there of anatomy beard helps to adapt it.”
These campaigns fabricated a splash. The ads were beheld millions of time, and anybody from Glamour to The New York Times wrote about Billie. But from a business perspective, this access
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