The message from Billie is clear: Women should be able to shave — or not shave — as they please. The subscription-based grooming startup uses bold ads that show women’s body hair and a campaign, #projectbodyhair, that encourages them to post their own fuzzy pictures online.

Launched by co-founders Jason Bravman WG16 and Georgina Gooley, the body-care brand trumpets its efforts to trim the pink tax — that extra money women pay for specific products and services, including razors. Among those on board with Billie’s mission: Procter & Gamble, which acquired the business in January.

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