Brandwave

How popular isFeather?

In September 2026, people searched for Feather by name about 16,500 times worldwide, a 22.2% increase from the previous year. These searches made up 1.2% of all global razor blade brand searches, placing Feather sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about razor blade brands, Feather appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Feather is the sixth most searched of 7 competitors and the second most recommended in AI answers.

  1. GilletteShare of searches 53.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. BICShare of searches 31%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. Dollar Shave ClubShare of searches 6.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. SchickShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. FeatherShare of searches 1.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+2 more

Follow Feather and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top razor blade brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Feather appeared in all five answers. Feather is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gillette1st
  2. Feather2nd
  3. Schick3rd
  4. Personna4th
  5. Wilkinson Sword5th
  6. BIC6th
  7. Dollar Shave Club7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gillette5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Feather5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Schick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BIC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Personna2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dollar Shave Club1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wilkinson Sword1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about razor blade brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which razor blade brands compete with Feather?

Feather against razor blade brands worldwide, by month

Share of searches by month for Gillette, BIC, Dollar Shave Club, Schick, Feather. The figures are in the table below the chart.

View monthly share of searches table
MonthGilletteBICDollar Shave ClubSchickWilkinson SwordFeatherPersonna
Oct 202554.8%29.9%6.3%6.2%1.5%0.94%0.38%
Nov 202554.9%28.9%7.4%5.9%1.5%1%0.36%
Dec 202555.8%29.5%6%5.4%1.5%1.5%0.29%
Jan 202652.1%30.5%7.6%6.4%1.5%1.5%0.37%
Feb 202651.4%28.7%8.7%7%1.8%2%0.43%
Mar 202653.4%29.9%6.3%6.5%1.5%2%0.38%
Apr 202654.4%29.9%6.3%5.8%1.6%1.7%0.31%
May 202656.2%26.5%6.6%6.9%2%1.4%0.32%
Jun 202654.3%25.6%6.4%10.2%1.9%1.2%0.31%
Jul 202657.8%26.1%6.5%6.2%2%1.1%0.32%
Aug 202654.4%29.3%7.3%5.8%1.8%1.2%0.29%
Sep 202653.7%31%6.3%5.8%1.6%1.2%0.38%

  1. 1.Gillette

    53.7%

    Held 1st. 766K estimated branded searches, -6.8% vs prior month. Share -0.7 points.

  2. 2.BIC

    31%

    Held 2nd. 442K estimated branded searches, 0% vs prior month. Share +1.7 points.

  3. 3.Dollar Shave Club

    6.3%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.9 points.

  4. 4.Schick

    5.8%

    Held 4th. 83.4K estimated branded searches, -5.4% vs prior month. Share 0 points.

  5. 5.Wilkinson Sword

    1.6%

    Held 5th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  6. 6.Feather

    1.2%

    Held 6th. 16.5K estimated branded searches, -5.7% vs prior month. Share 0 points.

  7. 7.Personna

    0.38%

    Held 7th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

Compare popularity between Feather and its closest rivals

Every comparison with Feather

6 comparisons

How has branded search demand for Feather changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Feather worldwide rose from 13.5K to 16.5K.
  • Across the 12 months ending September 2026, Feather’s share of searches among razor blade brands worldwide peaked at 2% in February 2026 and was lowest at 0.94% in October 2025.

How did search popularity change for razor blade brands worldwide in September 2026?

4 changes

  1. In September 2026, BIC gained share of searches among razor blade brands worldwide, from 29.3% to 31%.

  2. In September 2026, Dollar Shave Club lost share of searches among razor blade brands worldwide, from 7.3% to 6.3%.

  3. In September 2026, Gillette lost share of searches among razor blade brands worldwide, from 54.4% to 53.7%.

  4. Estimated monthly branded searches for Feather worldwide rose 22.2% over 12 measured months, from 13.5K to 16.5K in September 2026.

How are Feather’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Feather’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • feather razor
  • feather razor blades

Do you work for Feather? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Feather your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free