Billie is known for its shaving care for women, and they have a reputation for going about it in a healthy, supportive, feel-good way. The brand is so tuned in to what it means to be a woman in today’s world that they created a board game called “No Worries If Not” that highlights the laughable standards women frequently encounter.

Now, Billie is expanding and launching an entirely new line of products. In an era where the personal care industry often profits from women’s insecurities, Billie is taking a bold stance against body-shaming with its latest product suite and accompanying campaign film. This move marks the brand’s most significant expansion yet, signaling a pivotal point in the fight against unrealistic beauty standards.

For decades, brands have capitalized on women’s insecurities, using manipulative marketing tactics to sell products. Simultaneously, media outlets have perpetuated unattainable beauty standards, leading to a pervasive negative body image epidemic in our society worsened by the impacts of social media.