Marketing that feels human is a rare thing to find these days. That’s why, when a brand like Billie enters the scene and completely flips the script on beauty advertising, we all stop scrolling. We lean in. We start paying attention. We feel seen.
When Billie launched in 2017, it wasn’t just trying to be another razor company dressed in pastel packaging. No, they came with a purpose: to take on the notorious “pink tax” and speak directly to women who were tired of being talked at instead of to. While other brands claimed to be authentic, Billie actually walked the walk. Their ads embraced body hair, made shaving optional, and poked fun at the unrealistic standards of perfection that so often dominate the beauty industry.
That kind of honesty? It was refreshing. And most importantly, it worked.
Fast forward a few years, and Billie has grown into something much bigger. After its acquisition in 2021, the brand expanded into national retail and entered the body care market. But with that kind of growth comes a challenge every founder and marketer knows too well: how do you scale up without losing the authenticity that made you stand out in the first place?
From Razors to Rituals: How Billie is Reframing the Conversation Around Women’s Grooming Products
As Billie extended its product line beyond razors to include lotions, body washes, shave creams, and deodorants, they faced a significant challenge: Most people still saw it as just a razor company. The question was clear: how do you change that perception and do it in a way that still feels true to their original voice?
Instead of following the standard formula of beauty ads filled with slow-motion sparkles and perfect smiles, Billie’s creative team opted for something far more real: bathroom meditations.
In one ad, a woman comes home from a truly awful date, shedding her red flags—literally—in the bathroom. She shaves off the awkward comments and smoothes on lotion while metaphorically swiping left on the entire experience. In another, a woman anxiously spirals over a mysterious meeting with her boss, trying to calm her racing thoughts as she gets ready. These aren’t just fictional scenes; they’re real-life moments that resonate deeply with so many women. The emotions, the inner dialogue, the rawness—it’s all there.
And guess what? This innovative approach didn’t just entertain—it resonated. By portraying the bathroom as a sanctuary, a space for reflection, relaxation, or even just letting go, Billie offered more than just a product. They showcased the value of the rituals we go through in our grooming routines.
A Shift from Selling Products to Selling Realness
Billie’s genius lies in this shift: they moved from selling a product to selling real moments. Their ads didn’t focus on the benefits of shaving cream or the latest body wash scent. Instead, they centered on the very human experiences women face every day: bad dates, stressful work situations, that weird space between burnout and self-care. This isn’t just a clever marketing strategy—it’s smart business. Billie is no longer just a name in the razor aisle; it’s a brand that’s now a trusted part of many women’s grooming routines.
For other brands and entrepreneurs in the women’s grooming products space, this is a moment to take notes. Most marketing in this category still plays it safe, focusing on surface-level benefits or aesthetically polished shots. But Billie’s success shows us that people want more. They want honesty. They want brands that speak to them in all their complexity—not airbrushed perfection.
The Numbers Speak for Themselves: The Platform is Growing
This isn’t just about creating a buzz. Billie’s move into retail wasn’t just about expanding their product line—it was about reaching a broader audience, including people who might not have seen their original DTC (direct-to-consumer) ads. This new campaign was designed to capture that larger audience—crafted for streaming platforms, YouTube, TikTok, and Meta.
The beauty of this approach is that it wasn’t a one-off. By focusing on the universal idea of the “bathroom as a sanctuary,” Billie created a creative platform that could evolve and grow over time.
And the results speak for themselves. Since launching this campaign, Billie has seen higher engagement on social media channels and a noticeable uptick in awareness across their new product categories. Shifting brand perception is never easy, but Billie is doing it—and that’s no small feat.
What Founders and Marketers Can Learn from Billie’s Playbook
If you’re a founder, marketer, or creative working with women’s grooming products or really any product tied to personal care, there are a few key takeaways from Billie’s campaign:
- Authenticity is strategy: It’s more than just a tone of voice—it’s about telling stories that reflect real, relatable experiences.
- Don’t be afraid to evolve: Billie successfully expanded its product line without losing the essence of what made them special. Scaling with integrity is key.
- Creativity thrives in the familiar: Billie didn’t need a wildly inventive concept. They found magic in the everyday moments we all experience.
- Purpose is powerful—but so is the product: The campaign wasn’t just about the mission. It was also about showcasing their full product line in a way that felt natural and true.
And perhaps the most important lesson of all? Never underestimate the power of good storytelling. Whether it’s a 30-second ad or a three-minute meditation, if you can make people feel something, they’ll remember you. That’s how you go from just another product on the shelf to something people genuinely invite into their daily lives. And that’s how Billie is winning.
It’s a marketing approach that’s not just about selling women’s grooming products or anything else—it’s about creating a connection. And that’s the kind of marketing that sticks.
FAQs
- How can I stand out in the beauty or grooming marketing space?
The secret is authenticity. People remember brands that speak to their real, everyday experiences—no filters, no fluff. - Do I need a huge budget to run an effective campaign?
Not necessarily. It’s more about creativity and getting your message in front of the right people at the right time. - What’s the best way to connect with women in this space?
Speak to them as real people—not consumers. Relatable moments and real emotions go a long way in fostering a deeper connection.