US – Billie is a new subscription service that aims to offset the ‘pink tax’ – where women pay more than men for gender-specific items. Its starter kit, which includes two five-blade razor cartridges, a re-usable handle and a magnetic holder, costs £6.50 ($9, €7.50), and subscribers can opt to receive a delivery of four new cartridges every one, two or three months for the same price.
The brand also offers a Pink Tax Rebate scheme, which enables customers to receive a voucher for money off their next purchase when they refer a friend, effectively counteracting the price discrepancy. While the subscription model is nothing new, the fact that the brand is offering a low-cost razor with five blades, which typically have a high price point in stores, marks a step forward for the female grooming category.