---
title: "Razor blade brands: Which brands are most popular in search?"
description: "Compare the razor blade brands people buy. Share of Search among Gillette, Dollar Shave Club, BIC, Wilkinson Sword and Schick, the razor blade brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/razor-blade-brands"
publisher: "Brandwave"
---

# Razor blade brands: Which brands are most popular in search?

Compare the razor blade brands people buy. Share of Search among Gillette, Dollar Shave Club, BIC, Wilkinson Sword and Schick, the razor blade brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Razor blade brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Gillette, 67.7%

## Which brand is most popular in search among razor blade brands worldwide?

- In August 2026, Gillette was the most searched among razor blade brands worldwide, with an estimated 450K branded searches and 67.7% estimated Share of Search within this set.
- Dollar Shave Club is in 2nd place, 49.1 percentage points behind at 18.5% Share of Search.
- 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, Dollar Shave Club’s estimated Share of Search among razor blade brands worldwide increased from 15.4% to 18.5%.
- Across the 11 months ending August 2026, BIC’s estimated Share of Search among razor blade brands worldwide increased from 8% to 9.1%.
- 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.
- Across the 11 months ending August 2026, Dollar Shave Club’s estimated Share of Search among razor blade brands worldwide peaked at 20.7% in February 2026 and was lowest at 15.2% in May 2026.
- Across the 11 months ending August 2026, BIC’s estimated Share of Search among razor blade brands worldwide peaked at 9.1% in August 2026 and was lowest at 6.5% in July 2026.
- Across the 11 months ending August 2026, Wilkinson Sword and Schick held steady: their estimated Share of Search among razor blade brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Gillette vs Dollar Shave Club: compare search popularity](/demand/global-en/compare/dollar-shave-club-vs-gillette): 67.7% against 18.5% Share of Search.
- [Gillette vs BIC: compare search popularity](/demand/global-en/compare/bic-vs-gillette): 67.7% against 9.1% Share of Search.
- [Gillette vs Wilkinson Sword: compare search popularity](/demand/global-en/compare/gillette-vs-wilkinson-sword): 67.7% against 4.1% Share of Search.
- [Dollar Shave Club vs BIC: compare search popularity](/demand/global-en/compare/bic-vs-dollar-shave-club): 18.5% against 9.1% Share of Search.
- [Dollar Shave Club vs Wilkinson Sword: compare search popularity](/demand/global-en/compare/dollar-shave-club-vs-wilkinson-sword): 18.5% against 4.1% Share of Search.
- [BIC vs Wilkinson Sword: compare search popularity](/demand/global-en/compare/bic-vs-wilkinson-sword): 9.1% against 4.1% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Gillette | 67.7% | 450K | 0.0% | Procter & Gamble |
| 2 | Dollar Shave Club | 18.5% | 123K | +23.5% | Dollar Shave Club |
| 3 | BIC | 9.1% | 60.5K | +49.4% | BIC |
| 4 | Wilkinson Sword | 4.1% | 27.1K | 0.0% | Wilkinson Sword |
| 5 | Schick | 0.66% | 4.4K | 0.0% | Schick |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Gillette | 450K | 72.5% | 1 |
| Oct 2025 | Dollar Shave Club | 95.9K | 15.4% | 2 |
| Oct 2025 | BIC | 49.5K | 8% | 3 |
| Oct 2025 | Wilkinson Sword | 22.2K | 3.6% | 4 |
| Oct 2025 | Schick | 2.9K | 0.47% | 5 |
| Nov 2025 | Gillette | 450K | 70.2% | 1 |
| Nov 2025 | Dollar Shave Club | 116K | 18.2% | 2 |
| Nov 2025 | BIC | 49.5K | 7.7% | 3 |
| Nov 2025 | Wilkinson Sword | 22.2K | 3.5% | 4 |
| Nov 2025 | Schick | 2.9K | 0.45% | 5 |
| Dec 2025 | Gillette | 450K | 73.4% | 1 |
| Dec 2025 | Dollar Shave Club | 97.1K | 15.8% | 2 |
| Dec 2025 | BIC | 40.5K | 6.6% | 3 |
| Dec 2025 | Wilkinson Sword | 22.2K | 3.6% | 4 |
| Dec 2025 | Schick | 3.6K | 0.59% | 5 |
| Jan 2026 | Gillette | 450K | 70.2% | 1 |
| Jan 2026 | Dollar Shave Club | 116K | 18% | 2 |
| Jan 2026 | BIC | 49.5K | 7.7% | 3 |
| Jan 2026 | Wilkinson Sword | 22.2K | 3.5% | 4 |
| Jan 2026 | Schick | 3.6K | 0.56% | 5 |
| Feb 2026 | Gillette | 368K | 66% | 1 |
| Feb 2026 | Dollar Shave Club | 115K | 20.7% | 2 |
| Feb 2026 | BIC | 49.5K | 8.9% | 3 |
| Feb 2026 | Wilkinson Sword | 22.2K | 4% | 4 |
| Feb 2026 | Schick | 2.9K | 0.52% | 5 |
| Mar 2026 | Gillette | 450K | 72.4% | 1 |
| Mar 2026 | Dollar Shave Club | 95.9K | 15.4% | 2 |
| Mar 2026 | BIC | 49.5K | 8% | 3 |
| Mar 2026 | Wilkinson Sword | 22.2K | 3.6% | 4 |
| Mar 2026 | Schick | 3.6K | 0.58% | 5 |
| Apr 2026 | Gillette | 450K | 72.5% | 1 |
| Apr 2026 | Dollar Shave Club | 95K | 15.3% | 2 |
| Apr 2026 | BIC | 49.5K | 8% | 3 |
| Apr 2026 | Wilkinson Sword | 22.2K | 3.6% | 4 |
| Apr 2026 | Schick | 3.6K | 0.58% | 5 |
| May 2026 | Gillette | 450K | 71.9% | 1 |
| May 2026 | Dollar Shave Club | 95.1K | 15.2% | 2 |
| May 2026 | BIC | 49.5K | 7.9% | 3 |
| May 2026 | Wilkinson Sword | 27.1K | 4.3% | 4 |
| May 2026 | Schick | 4.4K | 0.7% | 5 |
| Jun 2026 | Gillette | 450K | 72.8% | 1 |
| Jun 2026 | Dollar Shave Club | 96.1K | 15.5% | 2 |
| Jun 2026 | BIC | 40.5K | 6.6% | 3 |
| Jun 2026 | Wilkinson Sword | 27.1K | 4.4% | 4 |
| Jun 2026 | Schick | 4.4K | 0.71% | 5 |
| Jul 2026 | Gillette | 450K | 72.4% | 1 |
| Jul 2026 | Dollar Shave Club | 99.7K | 16% | 2 |
| Jul 2026 | BIC | 40.5K | 6.5% | 3 |
| Jul 2026 | Wilkinson Sword | 27.1K | 4.4% | 4 |
| Jul 2026 | Schick | 4.4K | 0.71% | 5 |
| Aug 2026 | Gillette | 450K | 67.7% | 1 |
| Aug 2026 | Dollar Shave Club | 123K | 18.5% | 2 |
| Aug 2026 | BIC | 60.5K | 9.1% | 3 |
| Aug 2026 | Wilkinson Sword | 27.1K | 4.1% | 4 |
| Aug 2026 | Schick | 4.4K | 0.66% | 5 |
| Sep 2026 | BIC | — | — | — |
| Sep 2026 | Dollar Shave Club | — | — | — |
| Sep 2026 | Gillette | — | — | — |
| Sep 2026 | Schick | — | — | — |
| Sep 2026 | Wilkinson Sword | — | — | — |

## What is being compared

- **BIC**: Measured on the search term “bic pen”.
- **Dollar Shave Club**: Measured on the search terms “dollar shave club”, “dollar shave club razor”, “dollar shave club razors”, “dollar shave club shaving”, “dollarshaveclub”, “dollarshaveclub com” and “razor dollar shave club”, summed into one figure.
- **Gillette**: Measured on the search term “gillette”.
- **Schick**: Measured on the search term “schick hydro”.
- **Wilkinson Sword**: Measured on the search term “wilkinson sword”.

- [BIC](/demand/global-en/brands/bic)
- [Dollar Shave Club](/demand/global-en/brands/dollar-shave-club)
- [Gillette](/demand/global-en/brands/gillette)
- [Schick](/demand/global-en/brands/schick)
- [Wilkinson Sword](/demand/global-en/brands/wilkinson-sword)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among razor blade brands worldwide?

In August 2026, Gillette was the most searched among razor blade brands worldwide, with an estimated 450K branded searches and 67.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Razor blade brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/razor-blade-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/razor-blade-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.