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What a difference one year makes.

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Last January, , a subscription service for shaving and body care products for women, announced a $25 million Series A raise led by group.

Yesterday, wellness giant Procter & Gamble (P&G) announced plans to acquire the New York-based upstart for an undisclosed amount.

and founded Billie in November 2017. The company has raised a total of $35 million over its lifetime, according to 附近上门 data. In April 2018, Austin-based led Billie鈥檚 $6 million, which also included participation from 聽 (tennis pro Serena Williams鈥� investment vehicle), , , and . Billie later went on to raise another $4 million in an extension of that seed round, according to Silverton.

The acquisition comes on the heels of in the direct-to-consumer space. Last May, ponied up an impressive $1.4 billion for , a subscription shaving service for men.

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Billie鈥檚 current product portfolio includes razors, shaving cream, body wash and body lotion. The company has for its efforts to eliminate the 鈥減ink tax鈥� on goods marketed to women.

In a , P&G said the deal complements its female grooming portfolio, which includes the Venus, Braun and joy brands, 鈥渢hrough the combination of strong digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is especially appealing to Millennial and Gen Z consumers.鈥�

Co-founders Gooley and Bravman will stay on to run Billie within P&G.

No doubt the exit is big news for all investors. Silverton鈥檚 General Partner said his firm was 鈥渧ery fortunate to lead Billie’s seed round and work with such talented entrepreneurs as Georgie and Jason.

鈥淚n a short time, they built an amazing brand, product offering, passionate customer base, and company,鈥� he wrote via email.

According to , Billie donates 1 percent of its revenue to women鈥檚 causes including Every Mother Counts, which focuses on making pregnancy and childbirth safe for women.

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