---
title: Positive Gain for Direct-to-Consumer Market As Proctor & Gamble Acquires Billie
description: This week Proctor & Gamble announced its purchase of Billie, a women’s razor subscription company. 
---

[Consumer Services | National Investor Network ](https://www.nationalinvestornetwork.com/consumer-services)

# [Positive Gain for Direct-to-Consumer Market As Proctor & Gamble Acquires Billie](https://www.nationalinvestornetwork.com/consumer-services/positive-gain-for-direct-to-consumer-market-as-proctor-gamble-acquires-billie)

 Written by [Haley Moore](https://www.nationalinvestornetwork.com/consumer-services/author/haley-moore) | Jan 13, 2020 2:28:33 AM

This week Proctor & Gamble announced its [purchase of Billie](https://adage.com/article/cmo-strategy/what-pgs-purchase-billie-means-d-c-landscape/2226231), a women’s razor subscription company. 

Experts suggest that the purchase of Billie by Proctor & Gamble could mean other companies may follow in adopting the trend of acquiring mission-driven brands that are in the direct-to-consumer markets. 

Robert Ottenstein, analyst, explains, “The acquisition also makes strong strategic sense, given that Billie could fill the gap in P&G’s portfolio left by Olay, now refocused on facial skincare that Gillette’s Venus has failed to occupy. Billie is potentially a homerun.”

[View full post](https://www.nationalinvestornetwork.com/consumer-services/positive-gain-for-direct-to-consumer-market-as-proctor-gamble-acquires-billie)

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