How popular isGillette in search?

In August 2026, there were an estimated 450K branded searches for Gillette worldwide which held steady over the last 11 months. Gillette holds 67.7% estimated Share of Search among razor blade brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which razor blade brands compete with Gillette?

Gillette against razor blade brands worldwide, by month

Month	Gillette	Dollar Shave Club	BIC	Wilkinson Sword	Schick
Oct 2025	72.5%	15.4%	8%	3.6%	0.47%
Nov 2025	70.2%	18.2%	7.7%	3.5%	0.45%
Dec 2025	73.4%	15.8%	6.6%	3.6%	0.59%
Jan 2026	70.2%	18%	7.7%	3.5%	0.56%
Feb 2026	66%	20.7%	8.9%	4%	0.52%
Mar 2026	72.4%	15.4%	8%	3.6%	0.58%
Apr 2026	72.5%	15.3%	8%	3.6%	0.58%
May 2026	71.9%	15.2%	7.9%	4.3%	0.7%
Jun 2026	72.8%	15.5%	6.6%	4.4%	0.71%
Jul 2026	72.4%	16%	6.5%	4.4%	0.71%
Aug 2026	67.7%	18.5%	9.1%	4.1%	0.66%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Gillette Procter & Gamble	67.7%	450K	0%	-4.7 points
2, held 2nd	Dollar Shave Club	18.5%	123K	+23.5%	+2.5 points
3, held 3rd	BIC	9.1%	60.5K	+49.4%	+2.6 points
4, held 4th	Wilkinson Sword	4.1%	27.1K	0%	-0.3 points
5, held 5th	Schick	0.66%	4.4K	0%	0 points

1.Gillette
67.7%
Held 1st. 450K estimated branded searches, 0% vs prior month. Share -4.7 points.
2.Dollar Shave Club
18.5%
Held 2nd. 123K estimated branded searches, +23.5% vs prior month. Share +2.5 points.
3.BIC
9.1%
Held 3rd. 60.5K estimated branded searches, +49.4% vs prior month. Share +2.6 points.
4.Wilkinson Sword
4.1%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.3 points.
5.Schick
0.66%
Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Gillette and its closest rivals

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

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Gillette worldwide held steady at 450K.
Across the 11 months ending August 2026, Gillette’s estimated Share of Search among razor blade brands worldwide decreased from 72.5% to 67.7%.
Across the 11 months ending August 2026, Gillette’s estimated Share of Search among razor blade brands worldwide peaked at 73.4% in December 2025 and was lowest at 66% in February 2026.

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

5 changes

In August 2026, BIC gained estimated Share of Search among razor blade brands worldwide, from 6.5% to 9.1%.
In August 2026, Dollar Shave Club gained estimated Share of Search among razor blade brands worldwide, from 16% to 18.5%.
In August 2026, Gillette lost estimated Share of Search among razor blade brands worldwide, from 72.4% to 67.7%.
Estimated monthly branded searches for Schick worldwide rose 51.7% over 11 measured months, from 2.9K to 4.4K in August 2026.
Estimated monthly branded searches for Wilkinson Sword worldwide rose 22.1% over 11 measured months, from 22.2K to 27.1K in August 2026.

Where does Gillette compete?

Gillette is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Shaving cream	2nd of 6	38.9%	Show ranking
Razor blade brands	1st of 5	67.7%	Shown above

How is Gillette measured?

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

1 branded search term