Known for being the first brand to show body hair in its advertising long before other brands dared, Billie has arrived in New Zealand with a clear message: shaving is a choice, not an obligation.
The launch comes alongside fresh new research that showed Kiwi women are rethinking their relationship with body hair – and choosing what works for them, not for anyone else.
Over a quarter of Kiwi women said they keep all of their pubic hair, nearly half no longer shave regularly, and for one in seven, skipping the razor has become a deliberate act of self-confidence.
But despite the shift, shame still lingers. More than a third of women said they’ve felt judged for having visible body hair, and only seven percent believed society is truly accepting of it.
“Billie is on a mission to champion womankind, and I’m so excited to finally launch on my own turf,” said Co-Founder of Billie, Georgina Gooley.
“As a brand, we take aim at the societal expectations that dictate how we show up, how we express ourselves, and how we define ourselves. We’re questioning the systemic narratives that tell us to be quiet, wait our turn, ‘look a certain way,’ and smile more.”
Billie’s arrival in New Zealand has been backed by its growing global fanbase, known for its aesthetic design, high-performance blades and inclusive brand ethos.
The Billie range includes:
RAZOR STARTER KIT: Designed to float over your skin for a close and smooth shave, the kit includes an ergonomic handle and a 5-blade razor cartridge, as well as a magnetic holder to keep your razor on the shower wall and out of the shower puddle. Dermatologist-tested. Available in Mailbu and Sparkle colourways.
REFILL BLADES: 5-blade replacement cartridges, which feature a lubricating surround with a touch of aloe for a close and smooth shave. Available in a 3-pack & 6-pack.
WHIPPED SHAVE CREAM: This non-aerosol shave cream creates a rich lather to help you glide over those pesky hairs and provide an effortless shave. Made with soothing ingredients, it keeps your skin hydrated and happy with every shave. Available in two variants: Lavender & Bergamot scent, and Ingrown-Prevention with clarifying ingredients to help protect against bumps and soothe skin while shaving.
3-BLADE DISPOSABLE RAZORS: A 3-pack of travel-friendly razors designed for convenience without compromising on quality. Available in Malibu & Sunburst colourways.
DERMAPLANE KIT: A facial razor designed to help remove peach fuzz, gently exfoliate for a brighter, smoother complexion, and shape eyebrows with pinpoint precision. Available in the Sparkle colourway.
With over half of Kiwi women saying they’d rather support brands that promote personal choice over pressure, Billie’s launch comes at exactly the right time. Premium quality, inclusive messaging, and no pink tax. Finally, a razor brand that gets it.
Billie is now available in Chemist Warehouse and Woolworths nationwide.