First, it was scratch-and-sniff razors. Now, personal care brand Billie is tapping deep into ’90s nostalgia — and America’s willingness to laugh at itself — with a surprising new partner: Chia Pet.
Launching August 12, the Billie Chia Pet blends two cultural conversations: the enduring kitsch of the terra-cotta “Ch-ch-ch-chia!” icon and the body hair–positive movement Billie has championed since its launch. The result? A fuzzy, fast-growing armpit on a Chia Pet that playfully mirrors the hair women grow in real life — without shame, stigma, or rules about how it “should” look.
The campaign kicks off with a shot-for-shot recreation of the original Chia Pet commercial, complete with that famous jingle and tongue-in-cheek “instructions” for growing both your Chia and your body hair. Watch below:
Billie will bring the collaboration into the real world with billboards and posters in Los Angeles and New York City styled like vintage Chia Pet packaging. It’s an eye-catching move that plays directly to millennials and Gen Xers who remember those TV spots sandwiched between Saturday morning cartoons, and to Gen Z, who have embraced retro aesthetics as a form of cultural currency.
While the brand’s message is rooted in empowerment, the partnership also serves as a clever marketing play. In a crowded personal care market, leaning into nostalgia not only sparks conversation but taps into the emotional connection consumers have with products from their past. The Billie Chia Pet isn’t just a quirky keepsake; it’s a fuzzy, terra-cotta reminder that beauty is whatever you want it to be.
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