Razor brands in the United States:Which are most popular?

Name: Razor brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Dollar Shave Club was the most searched razor brand in the United States, accounting for 38.3% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Gillette showed up in every answer. Gillette was recommended most often, coming first in one out of four responses that gave a list.

Follow razor brands 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

Track your brand in this set →

Top razor brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Gillette appeared every time. Gillette was recommended most often, coming first in one out of four answers that gave a list. Harry's was second, and Billie was third.

Most recommended by AI

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

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Gillette	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Harry's	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Billie	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Schick	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Dollar Shave Club	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
BIC	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5

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

Asked ChatGPT
“What's the best razor for men?”
1. 1Gillette
Asked ChatGPT
“Is a razor subscription worth it?”
1. 1Harry's
2. 2Dollar Shave Club
3. 3Billie
4. 4Gillette
Asked ChatGPT
“What's the best razor for women?”
1. 1Billie
2. 2Schick
3. 3Gillette
Searched Google, AI Overview
“razors”
1. 1BIC
2. 2Gillette
3. 3Harry's
Searched Google, AI Overview
“best razor”
1. 1Gillette
2. 2Schick
3. 3Harry's

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

Which razor brands do people search for most?

This chart shows how often people search Google for each razor brand by name. Each line represents a brand's share of searches for all six razor brands we track, month by month, from searches in United States.

Share of searches among razor brands in the United States, by month

Month	Dollar Shave Club	Gillette	Billie	Harry's	BIC	Schick
Oct 2025	35.6%	23.8%	19.5%	15.9%	3.2%	2.1%
Nov 2025	35.6%	23.8%	19.5%	15.9%	2.6%	2.6%
Dec 2025	34.3%	23%	18.8%	18.8%	3.1%	2%
Jan 2026	35.6%	23.8%	19.5%	15.9%	3.2%	2.1%
Feb 2026	43.4%	23.7%	19.4%	7.1%	3.9%	2.6%
Mar 2026	39%	26.1%	21.3%	7.8%	3.5%	2.3%
Apr 2026	39.2%	26.2%	21.5%	7.8%	2.9%	2.3%
May 2026	39%	26.1%	21.3%	7.8%	3.5%	2.3%
Jun 2026	35.9%	29.3%	19.6%	8.8%	3.2%	3.2%
Jul 2026	36.6%	24.5%	20%	13.4%	3.3%	2.2%
Aug 2026	41.2%	27.5%	18.4%	8.2%	3%	1.6%
Sep 2026	38.3%	31.3%	17.1%	7.7%	3.4%	2.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dollar Shave Club	38.3%	74K	-18.2%	-2.9 points
2, held 2nd	Gillette Procter & Gamble	31.3%	60.5K	0%	+3.8 points
3, held 3rd	Billie	17.1%	33.1K	-18.3%	-1.3 points
4, held 4th	Harry's	7.7%	14.8K	-18.2%	-0.6 points
5, held 5th	BIC	3.4%	6.6K	0%	+0.4 points
6, held 6th	Schick	2.3%	4.4K	+22.2%	+0.6 points

1.Dollar Shave Club
38.3%
Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2.9 points.
2.Gillette
31.3%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +3.8 points.
3.Billie
17.1%
Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.
4.Harry's
7.7%
Held 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
5.BIC
3.4%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.
6.Schick
2.3%
Held 6th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

Which brand is most popular in search among razor brands in the United States?

6 brands

In September 2026, Dollar Shave Club was the most searched among razor brands in the United States, with an estimated 74K branded searches, 38.3% of all searches for the six we track. Gillette is in 2nd place, 7 percentage points behind at 31.3%.

United States razor brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Dollar Shave Club	35.6% → 38.3%	43.4%Feb 2026	34.3%Dec 2025	1st
Gillette	23.8% → 31.3%	31.3%Sep 2026	23%Dec 2025	2nd
Billie	19.5% → 17.1%	21.5%Apr 2026	17.1%Sep 2026	3rd
Harry's	15.9% → 7.7%	18.8%Dec 2025	7.1%Feb 2026	4th
BIC	3.2% → 3.4%	3.9%Feb 2026	2.6%Nov 2025	5th
Schick	2.1% → 2.3%	3.2%Jun 2026	1.6%Aug 2026	6th

Each finding as a sentence

Across the 12 months ending September 2026, Dollar Shave Club’s share of searches among razor brands in the United States increased from 35.6% to 38.3%.
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, Billie’s share of searches among razor brands in the United States decreased from 19.5% to 17.1%.
Across the 12 months ending September 2026, Harry's’ share of searches among razor brands in the United States decreased from 15.9% to 7.7%.
Across the 12 months ending September 2026, Dollar Shave Club’s share of searches among razor brands in the United States peaked at 43.4% in February 2026 and was lowest at 34.3% in December 2025.
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.
Across the 12 months ending September 2026, Billie’s share of searches among razor brands in the United States peaked at 21.5% in April 2026 and was lowest at 17.1% in September 2026.
Across the 12 months ending September 2026, Harry's’ share of searches among razor brands in the United States peaked at 18.8% in December 2025 and was lowest at 7.1% in February 2026.
Across the 12 months ending September 2026, BIC’s share of searches among razor brands in the United States peaked at 3.9% in February 2026 and was lowest at 2.6% in November 2025.
Across the 12 months ending September 2026, Schick’s share of searches among razor brands in the United States peaked at 3.2% in June 2026 and was lowest at 1.6% in August 2026.
Across the 12 months ending September 2026, BIC and Schick held steady: their share of searches among razor brands in the United States each moved less than 0.5 percentage points.

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

5 changes

In September 2026, Gillette gained share of searches among razor brands in the United States, from 27.5% to 31.3%.
In September 2026, Schick gained share of searches among razor brands in the United States, from 1.6% to 2.3%.
In September 2026, Dollar Shave Club lost share of searches among razor brands in the United States, from 41.2% to 38.3%.
In September 2026, Billie lost share of searches among razor brands in the United States, from 18.4% to 17.1%.
In September 2026, Harry's lost share of searches among razor brands in the United States, from 8.2% to 7.7%.

How are branded searches counted for razor brands?

6 search terms

Each brand's share of searches among razor brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.