• by Sarah Mahoney , March 10, 2026

As the calendar tilts toward bathing suit season, Billie is rolling out a new campaign to highlight its new razor technology. Themed “The Billie Lab,” spots feature a futuristic, bubble-filled lab staffed completely by women, all with a high-tech solution to the challenges of shaving. The Edgewell-owned brand is also focusing on its recently launched Shave Glaze, promising "dolphin-smooth" results.

Created in-house, the effort aims to highlight "a world that's imaginative, vibrant, and distinctly crafted for women, with no detail missed."

The new campaign comes as the personal care brand keeps looking for new ways to bond with young women. It's expanded the line to include body washes, and recently promoted its deodorants with scratch-and-sniff outdoor ads.

Those efforts are building momentum across the portfolio. While parent company Edgewell has seen sales declines recently in its wet shave category, Billie has been one of the bright spots, and now has a 15% share of the category at Walmart and more than  11%* share nationally.

*An earlier version of this story used outdated investor information.