Flamingo Vs Billie: A Comparison of Two Women’s Razors

The shaving industry has been shaken up in recent years by the advent of razor subscription services and other innovations. Two startups that have gained a lot of traction are Billie and Flamingo. Both make sharp and affordable women’s razors, but Billie and Flamingo differ in their business models, customer bases, and products.

Billie was born out of frustration with what is known as the Pink Tax—the extra premium that companies charge for women’s versions of products. Founder Georgina Gooley and her team aim to eliminate this premium through their pricing and product development, as well as by supporting women’s causes with their charitable donations. The company has also been pushing to change the culture around female body hair, promoting embracing it as normal through their project called Project Body Hair.

As a DTC brand, Billie was free to launch and expand its products on its own timeline and without having to adhere to the retail cycle or the schedules of larger corporate partners. However, after a quick distribution expansion and its acquisition by Edgewell in November 2021, the company now operates under more rigid constraints. Despite this, the company is still able to differentiate itself through its focus on women’s needs and its emphasis on a positive message of body confidence.

Flamingo, on the other hand, is a fully owned subsidiary of Harry’s—the men’s razor company that introduced the subscription model to the market in 2013. The brand’s mission was to bring that same approach to a woman’s razor and grooming product line. The brand uses the same blades as its male-focused counterpart, but focuses on optimizing the handle and cartridge for a woman’s body shape.

Flamingo sells its products a la carte online and through retailers, including Target, Walmart, and CVS. New customers can purchase the $20 Shave Set, which includes a handle and a spare razor cartridge. The brand also sells shave cream, lotion, makeup wipes, and dry shampoo a la carte. Unlike Billie, Flamingo does not offer a subscription service and only allows customers to buy refills on an a la cart basis. This makes it better for customers who shave on a more consistent schedule or those who aren’t willing to commit to an automatic delivery plan. The company is currently focusing on expanding into more retailers and continuing its international expansion. The company also plans to add more products to its lineup.