Billie does not want to be known as the Dollar Shave Club for women, even though many of its customers are former DSC subscribers. Instead, Billie wants to be its customers’ BFF—honest, fun, loyal, reliable. Founded by Georgina Gooley and Jason Bravman, the U.S.-focused (for now) Billie launched last November with #RethinkPink messaging about the “pink tax” on women’s products.