Seven years after Dollar Shave Club disrupted the men’s market with an affordable and convenient subscription service for razors and blades, women are getting their own hair removal revolution. A slew of new concepts hit the market in 2018—from Flamingo, an at-home women’s wax and shave brand from Harry’s, to new options from players such as Gillette and Schick. But first came Billie, a cheekily designed subscription shave and body-care service designed for Millennial women. Billie was not only first to market with a modernized women’s shave brand, but it was also the first to feature women removing actual body hair in its Project Body Hair campaign, a video that has garnered 10 million views thus far. Billie kicked off the year by closing a $6 million seed round of funding, which it said would be used to create more inventory after selling out multiple times. Next up, Billie is looking to transform into a full-fledged lifestyle brand, offering elevated, affordable offerings in traditionally mass market categories such as body care. Billie already carries body wash and lotion, and cofounder Georgina Gooley said new product lines and extensions in existing categories are in the works: “We want to be a lifestyle brand that delivers your everyday products, fits into the lifestyle of the women we’re talking to.”

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