Brandwave

How popular isGillette?

In September 2026, people searched for Gillette by name about 60,500 times in the United States, a 22.2% increase from the previous year. These searches made up 31.3% of all United States razor brand searches, placing Gillette second out of six brands. When we asked both ChatGPT and Google AI Overviews about razor brands, Gillette appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Gillette is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Dollar Shave ClubShare of searches 38.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. GilletteShare of searches 31.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. BillieShare of searches 17.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. Harry'sShare of searches 7.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. BICShare of searches 3.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top razor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gillette appeared in all five answers. Gillette is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gillette1st
  2. Harry's2nd
  3. Billie3rd
  4. Schick4th
  5. BIC5th
  6. Dollar Shave Club6th

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
  • Harry's3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Schick2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dollar Shave Club1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BIC1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about razor brands

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which razor brands compete with Gillette?

Gillette against razor brands in the United States, by month

Share of searches by month for Dollar Shave Club, Gillette, Billie, Harry's, BIC, Schick. The figures are in the table below the chart.

View monthly share of searches table
MonthDollar Shave ClubGilletteBillieHarry'sBICSchick
Oct 202535.6%23.8%19.5%15.9%3.2%2.1%
Nov 202535.6%23.8%19.5%15.9%2.6%2.6%
Dec 202534.3%23%18.8%18.8%3.1%2%
Jan 202635.6%23.8%19.5%15.9%3.2%2.1%
Feb 202643.4%23.7%19.4%7.1%3.9%2.6%
Mar 202639%26.1%21.3%7.8%3.5%2.3%
Apr 202639.2%26.2%21.5%7.8%2.9%2.3%
May 202639%26.1%21.3%7.8%3.5%2.3%
Jun 202635.9%29.3%19.6%8.8%3.2%3.2%
Jul 202636.6%24.5%20%13.4%3.3%2.2%
Aug 202641.2%27.5%18.4%8.2%3%1.6%
Sep 202638.3%31.3%17.1%7.7%3.4%2.3%

  1. 1.Dollar Shave Club

    38.3%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2.9 points.

  2. 2.Gillette

    31.3%

    Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +3.8 points.

  3. 3.Billie

    17.1%

    Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.

  4. 4.Harry's

    7.7%

    Held 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  5. 5.BIC

    3.4%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Schick

    2.3%

    Held 6th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

Compare popularity between Gillette and its closest rivals

Every comparison with Gillette

5 comparisons

How has branded search demand for Gillette changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gillette in the United States rose from 49.5K to 60.5K.
  • Across the 12 months ending September 2026, Gillette’s share of searches among razor brands in the United States increased from 23.8% to 31.3%.
  • Across the 12 months ending September 2026, Gillette’s share of searches among razor brands in the United States peaked at 31.3% in September 2026 and was lowest at 23% in December 2025.

How did search popularity change for United States razor brands in September 2026?

5 changes

  1. In September 2026, Gillette gained share of searches among razor brands in the United States, from 27.5% to 31.3%.

  2. In September 2026, Schick gained share of searches among razor brands in the United States, from 1.6% to 2.3%.

  3. In September 2026, Dollar Shave Club lost share of searches among razor brands in the United States, from 41.2% to 38.3%.

  4. In September 2026, Billie lost share of searches among razor brands in the United States, from 18.4% to 17.1%.

  5. In September 2026, Harry's lost share of searches among razor brands in the United States, from 8.2% to 7.7%.

How are Gillette’s branded searches counted?

1 search term

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.

  • gillette

How the Brand Demand Index is measured

Who owns Gillette?

Gillette is owned by Procter & Gamble. Brandwave also tracks Native, DayQuil, Head & Shoulders, Luvs, NyQuil, Old Spice, Oral-B, Pampers, Pantene, Secret and Tide, owned by the same company, in the United States.

Do you work for Gillette? To request corrections or removal please contact us via our support page and we will be happy to assist.

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