The brand's disruptive marketing and DTC approach caught the attention of consumer packaged goods behemoth Procter & Gamble, which announced in January 2020 plans to acquire Billie, adding to its stable of female grooming brands that includes Venus, Braun and Joy. The move was blocked by the Federal Trade Commission in December over concerns that it would decimate competition, and the two companies called off the deal in January 2021 instead of beginning a prolonged legal challenge.