BIC vs Gillette:Which is more popular?
In September 2026, Gillette had more branded searches than BIC among razor blade brands worldwide. Gillette had about 766,000 branded searches, while BIC had 442,000. Gillette made up 53.7% of all razor blade brand searches we track, and BIC accounted for 31%. When we asked ChatGPT and Google AI Overviews about razor blade brands, Gillette appeared in all five answers and BIC in two. Gillette was mentioned before BIC in every answer.
Who do people search for more?
Gillette, about 73% more searches than BIC
Who does AI mention more?
Gillette, mentioned in every answer we collected
Who does AI recommend more?
Gillette, named ahead of BIC in every answer
Follow BIC vs Gillette 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, Gillette appeared in all five answers. BIC was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Gillette was listed before BIC in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Gillette1st
- Feather2nd
Schick3rd- Personna4th
Wilkinson Sword5th
BIC6th
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
Asked ChatGPT
“Which razor blade brand should I buy?”
Asked ChatGPT
“What are the best razor blade brands?”
Asked ChatGPT
“What's the best razor blade brand for a close shave?”
Searched Google, AI Overview
“razor blade brands”
Searched Google, AI Overview
“best razor blades”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is BIC or Gillette more popular in search?
This chart shows how often people search Google for BIC and Gillette by name. Each line represents a brand's share of searches for all seven razor blade brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Gillette, BIC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Gillette | BIC | Dollar Shave Club | Schick | Wilkinson Sword | Feather | Personna |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.8% | 29.9% | 6.3% | 6.2% | 1.5% | 0.94% | 0.38% |
| Nov 2025 | 54.9% | 28.9% | 7.4% | 5.9% | 1.5% | 1% | 0.36% |
| Dec 2025 | 55.8% | 29.5% | 6% | 5.4% | 1.5% | 1.5% | 0.29% |
| Jan 2026 | 52.1% | 30.5% | 7.6% | 6.4% | 1.5% | 1.5% | 0.37% |
| Feb 2026 | 51.4% | 28.7% | 8.7% | 7% | 1.8% | 2% | 0.43% |
| Mar 2026 | 53.4% | 29.9% | 6.3% | 6.5% | 1.5% | 2% | 0.38% |
| Apr 2026 | 54.4% | 29.9% | 6.3% | 5.8% | 1.6% | 1.7% | 0.31% |
| May 2026 | 56.2% | 26.5% | 6.6% | 6.9% | 2% | 1.4% | 0.32% |
| Jun 2026 | 54.3% | 25.6% | 6.4% | 10.2% | 1.9% | 1.2% | 0.31% |
| Jul 2026 | 57.8% | 26.1% | 6.5% | 6.2% | 2% | 1.1% | 0.32% |
| Aug 2026 | 54.4% | 29.3% | 7.3% | 5.8% | 1.8% | 1.2% | 0.29% |
| Sep 2026 | 53.7% | 31% | 6.3% | 5.8% | 1.6% | 1.2% | 0.38% |
How has the BIC and Gillette comparison changed over the last 12 months?
3 findings
- Gillette was ahead of BIC in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BIC’s share of searches among razor blade brands worldwide moved from 29.9% to 31%, and its estimated monthly branded searches moved from 429K to 442K.
- Across the 12 months ending September 2026, Gillette’s share of searches among razor blade brands worldwide moved from 54.8% to 53.7%, and its estimated monthly branded searches moved from 786K to 766K.
How did search popularity change for razor blade brands worldwide in September 2026?
2 changes
In September 2026, BIC gained share of searches among razor blade brands worldwide, from 29.3% to 31%.
In September 2026, Gillette lost share of searches among razor blade brands worldwide, from 54.4% to 53.7%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using BIC’s and Gillette’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among razor blade brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.