Dollar Shave Club vs Gillette:Which is searched more?
In September 2026, Gillette had more branded searches than Dollar Shave Club among razor blade brands worldwide. Gillette had about 766,000 branded searches, while Dollar Shave Club had 90,500. Gillette made up 53.7% of all razor blade brand searches we track, and Dollar Shave Club accounted for 6.3%. These are worldwide searches for English-language branded terms.
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Is Dollar Shave Club or Gillette more popular in search?
Compare the razor blade brands people buy. 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.
Share of searches by month for Gillette, Dollar Shave Club. 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 Dollar Shave Club and Gillette comparison changed over the last 12 months?
3 findings
- Gillette was ahead of Dollar Shave Club in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dollar Shave Club’s share of searches among razor blade brands worldwide held steady at 6.3%, and its estimated monthly branded searches held steady at 90.5K.
- 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, Dollar Shave Club lost share of searches among razor blade brands worldwide, from 7.3% to 6.3%.
In September 2026, Gillette lost share of searches among razor blade brands worldwide, from 54.4% to 53.7%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Dollar Shave Club’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.
Dollar Shave Club
1 branded search term
- dollar shave club
Gillette
4 branded search terms
- gillette
- gillette labs
- gillette mach 3
- gillette razor
Other head-to-heads among razor blade brands
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