Internet-famous shave brand Billie has officially landed in Australia, bringing with it a curated range of innovative and affordable hair removal products that celebrate personal choice and challenge outdated beauty norms. Known for breaking the mold by being the first women’s shaving brand to show body hair in advertising, Billie’s launch arrives as new research reveals that 36% of Australian women still feel judged for having body hair, with 52% preferring to support brands that promote freedom over obligation.
Founded by Aussie-born Georgina Gooley, Billie champions individuality and body autonomy over societal expectations. “We take aim at the narratives that tell us to smile more, look a certain way, and stay quiet,” said Gooley. “We’re questioning the systemic norms that have shaped how women are ‘supposed’ to show up in the world.” This sentiment is echoed in Billie’s cheeky local campaign that reclaims the term ‘koala ears’ – a colloquial nod to the tufts of hair peeking out from swimwear – and aims to make them a familiar sight on Aussie beaches once again.
To amplify the message, Billie has teamed up with media personality Abbie Chatfield, who says, “We’re not asking for permission to exist in our natural state anymore. Confidence isn’t about conformity – it’s about the freedom to choose what’s right for you.” The brand’s approach playfully tackles the stigma around body hair, sparking conversations while empowering women to make grooming decisions on their own terms.
Now stocked nationwide at Woolworths, Big W and Chemist Warehouse, Billie’s Australian offering includes favourites like the Razor Starter Kit, Whipped Shave Cream, and Dermaplane Kit. All products are dermatologist tested and designed for all skin types, including sensitive skin. Whether you’re shaving, shaping, or skipping it altogether, Billie brings a fresh take to the beauty aisle—celebrating real skin, real choices, and real women.
For more information visit https://mybillie.au/
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