Billie, the female-focused DTC shave brand, is moving to brick and mortar with a new deal that will bring products to more than 4,000 U.S. Walmart stores and beginning February 2022. As a digital-first brand, the retail expansion will introduce the products to millions of new consumers across the country.

Items to be sold include their hero product, the Billie Starter Kit, as well new addition Lavender Whipped Shaving Cream.

Since the launch of the Billie razor in 2017, the brand has aimed in normalizing the global conversation around body hair, as well as challenging the societal pressures created towards women through viral marketing campaigns. In addition to razors, Billie’s product portfolio includes lip balm, dry shampoo and face wipes.

“Since day one, our intention has been to create high-quality products at an accessible price point for all of womankind,” said Georgina Gooley, co-founder of Billie. “Walmart’s ability to bring value and convenience to millions around the country is a testament to their seamless shopping experience; together we’ll be able to impact everyday routines in a meaningful way.”

Shawn Townzen, Merchandising VP for Personal Care, Walmart, “We’re so pleased to be the first retailer to carry Billie, a brand that is delivering innovative products at a value for consumers. It’s the latest example of our growing product assortment and we look forward to our customers’ feedback.”