BIC vs Gillette:Which is more popular by branded search?
In August 2026, Gillette had more branded searches than BIC among razor blade brands worldwide. Gillette was estimated to have 450K branded searches compared to BIC’s 60.5K, and held a 67.7% Share of Search versus BIC’s 9.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, BIC or Gillette?
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 Search by month for Gillette, BIC. The figures are in the table below the chart.
View monthly share of search table
| 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 | — | — | — | — | — |
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 11 months ending August 2026.
- Across the 11 months ending August 2026, BIC’s estimated Share of Search among razor blade brands worldwide moved from 8% to 9.1%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
- Across the 11 months ending August 2026, Gillette’s estimated Share of Search among razor blade brands worldwide moved from 72.5% to 67.7%, and its estimated monthly branded searches held steady at 450K.
How did search popularity change for razor blade brands worldwide in August 2026?
2 changes
In August 2026, BIC gained estimated Share of Search among razor blade brands worldwide, from 6.5% to 9.1%.
In August 2026, Gillette lost estimated Share of Search among razor blade brands worldwide, from 72.4% to 67.7%.
How each brand is measured
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.
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.