For decades, razor brands perpetuated some of the most antiquated ideals in the beauty industry—with one-note depictions of femininity and shaming messages about what women should and should not be doing with their bodies. Billie has been on a mission to change that.
The indie brand, which made headlines for being the first razor ad to show female body hair, has been pushing the envelope since it entered the market in 2017. Originally created to stop the pink tax, i.e., the extra cost for “female”-branded body care products, Billie has made a name for itself by celebrating women’s bodily autonomy through all its campaigns. A year after its original “Project Body Hair” ad, it released “Red, White, and You Do You,” which champions pubic hair, and “Movember,” which is the first ad featuring facial hair on women and femmes.
The brand is at it again with its new film “Think of a Woman” to celebrate International Women’s Day. The video, directed by Quinn Whitney Wilson and narrated by Indya Moore, asks you to think of “the perfect woman,” and then quickly fights back against every stereotype you’ve been conditioned to imagine.
“For years society has been conditioned to hold a narrow view of what it means to be a ‘woman’—feminine, nurturing, emotional, sexy,” says Billie cofounder Georgina Gooley. “When you exist outside of these traditional norms, you can feel like an outcast. As a brand that champions womankind, we felt we had the opportunity to challenge how people have traditionally thought of it. We wanted to relieve all women from the incredibly limiting boxes, gender roles, and societal pressures that ‘being a woman’ or ‘looking like a woman’ entails.”