serena williams investment in a rising females razor brand

Serena Williams Investment in A Rising Females Razor Brand

The Shaving Industry

Professional tennis player, Serena Williams, invests in an inclusive female shaving body brand named “Billie.”

She reasoned that she wanted to empower a company that raises awareness and tackles inequality against women. Williams went along and mentioned that the male brands dominate the shaving industry which traditionally overcharges and underserves women.

With an interview about her decision, Williams's statements with ELLE Magazine included: “The brand is so real about body hair. When it comes to women, shaving is a big part of our daily routine, and Billie understands we don’t just wake up hairless. It’s something we have to make time for and prioritize on our end. Billie understands our needs and is committed to painting an authentic picture that resonates with women.

Beyond its thoughtful campaign approach, Billie is an inclusive female body brand that is raising beauty awareness around gender inequality across the shaving industry and tackling the "Pink Tax" head-on.”



As a woman, you probably may notice that you pay a little bit more money for beauty products than men do. Well, it is true.

Billie, the “female first” shaving company, knows this too. As a brand, Billie is a subscription service that ships razors to you for 9 dollars a month. A first-order includes their branded razor handle, magnetic holder, and two blade cartridges. And every month, the brand sends you four razor cartridges a month for just 9 dollars.

Billie also is a brand that does not shame women for not shaving; they embrace it. Imagine a commercial that shows women with hairs on their legs and armpits? That is what Billie did. Women want to feel free and not be intimidated by airbrushed models.

Not only is Billie all for women empowerment just like Serena Williams is, but it is also about cutting the costs of shaving. Women pay extra for things that we need, and Billie is a company that shames that.

The Pink Tax

At the press release, Williams stated that “women not only make less than men but are also charged more for women’s products, the pink tax.”

If you have not heard of the “pink tax,” here’s a great run thought about it.

The pink tax is not pink, nor a tax, but an idea and that attributes to gender-based pricing discrimination. For example, a women’s “pink” razor pack is probably $5.99, while a male’s razor pack, which is identical to the female’s razor pack, but a darker color is perhaps $4.99. Women spend $1, 351 per year. That’s more than what we pay for the same everyday products as men.

Often, the only discernable difference between “male” and “female” versions of certain products is the color pink, or other related colors deemed “feminine.” Other examples of products that are victims of the pink tax are shampoos, conditioners, lotions, deodorant, body washes, and shaving cream-- all are mainly hygiene or self-care products.

Serena Williams investing in Billie has made a stance that the Pink Tax is alive and it disadvantage women across the board.


Let’s look at the facts:

There have been disparities in pricing between men and women since babies.

The New York City Department of Consumer Affairs found that the women’s version of a product costs more than the men’s version of the same product across many item-based industries. This includes toys, clothes, hygiene products, and senior care products.

Girls toys and clothes cost more 55% and 26% of the time, respectively. And women’s senior home health products like adult diapers cost more 45% of the time. Female deemed deodorant and shampoo expenses more 56% of the time.

Old Navy was charging 12-15 dollars more for women’s plus-size clothing than men’s plus-sized clothing. There was a statement by Gap, which owns Old Navy stating “they are created by a team of designers who are experts in creating the most flattering and on-trend plus styles, which includes curve-enhancing and curve-flattering elements such as four-way stretch materials and contoured waistbands, which most men’s garments do not include.”

Personal hygiene products are bought more frequently than clothing. And, in addition to the purchasing of these items, the price gap between male and female products are very high, which is a significant disadvantage towards women. For hair care products such as shampoo, women pay about $8.39 on average, while men pay $5.68 on average. Yes, $3.

Those $3 might like a big deal, but it sure adds up. And remember, on average, women make less money than men.


My Shopping Methods

I knew about the price differences between male and female products.

I started to buy male products that I could use for myself. Yes, I always purchased dark colored products because they were so much cheaper. Also, I compared the ingredients for men and women’s products, the same things!

I used to always purchase the Neutrogena Oil-Free Acne Face Wash Daily Face Scrub for $5.99 for just 4.2 fluid ounces. But then, I realized that I could get the Neutrogena Men Daily Invigorating Foaming Gel Face Wash is only $4.93 for 5.1 fluid ounces. Just one fluid ounce difference and 1 dollar difference. As stated earlier, it may just seem like it is a dollar, but it adds up once you go shopping and buy loads of beauty and hygienic products.

And trust me, just because a product is for men, does not mean a woman cannot use it. There is nothing in these products that can harm women.

Shop Differently. Buy more of the men’s versions of things to save a bit of money. Or, buy off brands--a great way to save and not worry so much about the pink tax.


Equality in the Beauty World

Serena Williams made it known that “I’m a lifelong proponent of equality for women, on and off the court.” She believes in women's empowerment and is partaking in things that are doing just that. Billie is a great company that puts women first and understands that they can join the fight against price discrimination.
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