Bloomberg Law
Dec. 8, 2020, 8:58 PM

U.S. Sues to Block P&G’s Deal for Women’s Razor Brand Billie

Gerald Porter Jr.
Gerald Porter Jr.
Bloomberg News

U.S. antitrust officials are suing to block Procter & Gamble Co.’s acquisition of body-care brand Billie Inc., marking the second direct-to-consumer razor deal disrupted this year over competition concerns.

The Federal Trade Commission said Tuesday that it will file a complaint in federal court on antitrust grounds, claiming the deal would eliminate head-to-head competition and lead to higher prices in the women’s razor market. P&G announced the purchase in January.

“As its sales grew, Billie was likely to expand into brick-and-mortar stores, posing a serious threat to P&G,” Ian Conner, director of the FTC’s Bureau of Competition, said ...