---
title: "Razor brands in the United States: Which are searched most?"
description: "Compare the razor and razor subscription brands people in the US buy. Share of Search among Dollar Shave Club, Gillette, Billie, Harry's, BIC and Schick, the razor brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/us/categories/us-razor-brands"
publisher: "Brandwave"
---

# Razor brands in the United States: Which are searched most?

Compare the razor and razor subscription brands people in the US buy. Share of Search among Dollar Shave Club, Gillette, Billie, Harry's, BIC and Schick, the razor brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Razor brands
- **Market**: United States
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dollar Shave Club, 38.3%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Gillette | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Harry's | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| Billie | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Schick | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| BIC | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Dollar Shave Club | 6th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about razor brands

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

Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026.

## Compare search popularity between leading brands

- [Dollar Shave Club vs Gillette: compare search popularity](/demand/us/compare/dollar-shave-club-vs-gillette): 38.3% against 31.3% Share of Search.
- [Dollar Shave Club vs Billie: compare search popularity](/demand/us/compare/billie-vs-dollar-shave-club): 38.3% against 17.1% Share of Search.
- [Dollar Shave Club vs Harry's: compare search popularity](/demand/us/compare/dollar-shave-club-vs-harrys): 38.3% against 7.7% Share of Search.
- [Dollar Shave Club vs BIC: compare search popularity](/demand/us/compare/bic-vs-dollar-shave-club): 38.3% against 3.4% Share of Search.
- [Gillette vs Billie: compare search popularity](/demand/us/compare/billie-vs-gillette): 31.3% against 17.1% Share of Search.
- [Gillette vs Harry's: compare search popularity](/demand/us/compare/gillette-vs-harrys): 31.3% against 7.7% Share of Search.
- [Gillette vs BIC: compare search popularity](/demand/us/compare/bic-vs-gillette): 31.3% against 3.4% Share of Search.
- [Billie vs Harry's: compare search popularity](/demand/us/compare/billie-vs-harrys): 17.1% against 7.7% Share of Search.
- [Billie vs BIC: compare search popularity](/demand/us/compare/bic-vs-billie): 17.1% against 3.4% Share of Search.
- [Harry's vs BIC: compare search popularity](/demand/us/compare/bic-vs-harrys): 7.7% against 3.4% Share of Search.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dollar Shave Club | 38.3% | 74K | -18.2% | Dollar Shave Club |
| 2 | Gillette | 31.3% | 60.5K | 0.0% | Procter & Gamble |
| 3 | Billie | 17.1% | 33.1K | -18.3% | Billie |
| 4 | Harry's | 7.7% | 14.8K | -18.2% | Harry’s |
| 5 | BIC | 3.4% | 6.6K | 0.0% | BIC |
| 6 | Schick | 2.3% | 4.4K | +22.2% | Schick |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dollar Shave Club | 74K | 35.6% | 1 |
| Oct 2025 | Gillette | 49.5K | 23.8% | 2 |
| Oct 2025 | Billie | 40.5K | 19.5% | 3 |
| Oct 2025 | Harry's | 33.1K | 15.9% | 4 |
| Oct 2025 | BIC | 6.6K | 3.2% | 5 |
| Oct 2025 | Schick | 4.4K | 2.1% | 6 |
| Nov 2025 | Dollar Shave Club | 74K | 35.6% | 1 |
| Nov 2025 | Gillette | 49.5K | 23.8% | 2 |
| Nov 2025 | Billie | 40.5K | 19.5% | 3 |
| Nov 2025 | Harry's | 33.1K | 15.9% | 4 |
| Nov 2025 | BIC | 5.4K | 2.6% | 5 |
| Nov 2025 | Schick | 5.4K | 2.6% | 6 |
| Dec 2025 | Dollar Shave Club | 74K | 34.3% | 1 |
| Dec 2025 | Gillette | 49.5K | 23% | 2 |
| Dec 2025 | Billie | 40.5K | 18.8% | 3 |
| Dec 2025 | Harry's | 40.5K | 18.8% | 4 |
| Dec 2025 | BIC | 6.6K | 3.1% | 5 |
| Dec 2025 | Schick | 4.4K | 2% | 6 |
| Jan 2026 | Dollar Shave Club | 74K | 35.6% | 1 |
| Jan 2026 | Gillette | 49.5K | 23.8% | 2 |
| Jan 2026 | Billie | 40.5K | 19.5% | 3 |
| Jan 2026 | Harry's | 33.1K | 15.9% | 4 |
| Jan 2026 | BIC | 6.6K | 3.2% | 5 |
| Jan 2026 | Schick | 4.4K | 2.1% | 6 |
| Feb 2026 | Dollar Shave Club | 74K | 43.4% | 1 |
| Feb 2026 | Gillette | 40.5K | 23.7% | 2 |
| Feb 2026 | Billie | 33.1K | 19.4% | 3 |
| Feb 2026 | Harry's | 12.1K | 7.1% | 4 |
| Feb 2026 | BIC | 6.6K | 3.9% | 5 |
| Feb 2026 | Schick | 4.4K | 2.6% | 6 |
| Mar 2026 | Dollar Shave Club | 74K | 39% | 1 |
| Mar 2026 | Gillette | 49.5K | 26.1% | 2 |
| Mar 2026 | Billie | 40.5K | 21.3% | 3 |
| Mar 2026 | Harry's | 14.8K | 7.8% | 4 |
| Mar 2026 | BIC | 6.6K | 3.5% | 5 |
| Mar 2026 | Schick | 4.4K | 2.3% | 6 |
| Apr 2026 | Dollar Shave Club | 74K | 39.2% | 1 |
| Apr 2026 | Gillette | 49.5K | 26.2% | 2 |
| Apr 2026 | Billie | 40.5K | 21.5% | 3 |
| Apr 2026 | Harry's | 14.8K | 7.8% | 4 |
| Apr 2026 | BIC | 5.4K | 2.9% | 5 |
| Apr 2026 | Schick | 4.4K | 2.3% | 6 |
| May 2026 | Dollar Shave Club | 74K | 39% | 1 |
| May 2026 | Gillette | 49.5K | 26.1% | 2 |
| May 2026 | Billie | 40.5K | 21.3% | 3 |
| May 2026 | Harry's | 14.8K | 7.8% | 4 |
| May 2026 | BIC | 6.6K | 3.5% | 5 |
| May 2026 | Schick | 4.4K | 2.3% | 6 |
| Jun 2026 | Dollar Shave Club | 74K | 35.9% | 1 |
| Jun 2026 | Gillette | 60.5K | 29.3% | 2 |
| Jun 2026 | Billie | 40.5K | 19.6% | 3 |
| Jun 2026 | Harry's | 18.1K | 8.8% | 4 |
| Jun 2026 | BIC | 6.6K | 3.2% | 5 |
| Jun 2026 | Schick | 6.6K | 3.2% | 6 |
| Jul 2026 | Dollar Shave Club | 74K | 36.6% | 1 |
| Jul 2026 | Gillette | 49.5K | 24.5% | 2 |
| Jul 2026 | Billie | 40.5K | 20% | 3 |
| Jul 2026 | Harry's | 27.1K | 13.4% | 4 |
| Jul 2026 | BIC | 6.6K | 3.3% | 5 |
| Jul 2026 | Schick | 4.4K | 2.2% | 6 |
| Aug 2026 | Dollar Shave Club | 90.5K | 41.2% | 1 |
| Aug 2026 | Gillette | 60.5K | 27.5% | 2 |
| Aug 2026 | Billie | 40.5K | 18.4% | 3 |
| Aug 2026 | Harry's | 18.1K | 8.2% | 4 |
| Aug 2026 | BIC | 6.6K | 3% | 5 |
| Aug 2026 | Schick | 3.6K | 1.6% | 6 |
| Sep 2026 | Dollar Shave Club | 74K | 38.3% | 1 |
| Sep 2026 | Gillette | 60.5K | 31.3% | 2 |
| Sep 2026 | Billie | 33.1K | 17.1% | 3 |
| Sep 2026 | Harry's | 14.8K | 7.7% | 4 |
| Sep 2026 | BIC | 6.6K | 3.4% | 5 |
| Sep 2026 | Schick | 4.4K | 2.3% | 6 |

## What is being compared

- **BIC**: Measured on the search term “bic razor”.
- **Billie**: Measured on the search term “billie razor”.
- **Dollar Shave Club**: Measured on the search term “dollar shave club”.
- **Gillette**: Measured on the search term “gillette”.
- **Harry's**: Measured on the search term “harry's razor”.
- **Schick**: Measured on the search term “schick”.

- [BIC](/demand/us/brands/bic)
- [Billie](/demand/us/brands/billie)
- [Dollar Shave Club](/demand/us/brands/dollar-shave-club)
- [Gillette](/demand/us/brands/gillette)
- [Harry's](/demand/us/brands/harrys)
- [Schick](/demand/us/brands/schick)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Razor brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-razor-brands

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-razor-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.