American consumer goods conglomerate Procter & Gamble has called off its planned acquisition of Billie following a challenge filed by the U.S. Federal Trade Commission in December.
Billie, which was founded in 2015, focuses on women’s razors, but also produces an array of women’s beauty products. Its current business is based on a direct to consumer online business model.
While Billie is a relatively young company, P&G is a leader in the personal grooming space. It owns Braun, Joy+Glee, Venus, The Art of Shaving, and industry giant Gillette. It’s this significant presence that caused the FTC to object, saying that the acquisition would eliminate competition.
Bolstering the FTC’s case were Billie’s plans to launch a brick and mortar retail presence prior to its acquisition, which would have made it a direct competitor to P&G in the venue where its products sell best. It was due to the FTC’s strong case that both companies decided it would be best to part ways rather than engage in a protracted legal battle.