BIC vs Gillette:Which is more popular?
In September 2026, Gillette had more branded searches than BIC among razor brands in the United States. Gillette had about 60,500 branded searches, while BIC had 6,600. Gillette made up 31.3% of all razor brand searches we track, and BIC accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about razor brands, Gillette appeared in all five answers and BIC in one. Gillette was mentioned before BIC in three out of four answers.
Who do people search for more?
Gillette, about 9 searches for every 1 for BIC
Who does AI mention more?
Gillette, mentioned in every answer we collected
Who does AI recommend more?
Gillette, named ahead of BIC in 3 of 4 answers
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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. BIC was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Gillette was listed before BIC in three out of four answers.
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.
- 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?”
Asked ChatGPT
“Is a razor subscription worth it?”
Asked ChatGPT
“What's the best razor for women?”
Searched Google, AI Overview
“razors”
Searched Google, AI Overview
“best razor”
Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.
Is BIC or Gillette more popular in search?
This chart shows how often people search Google for BIC and Gillette 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 by month for Gillette, BIC. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
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 12 months ending September 2026.
- Across the 12 months ending September 2026, BIC’s share of searches among razor brands in the United States moved from 3.2% to 3.4%, and its estimated monthly branded searches held steady at 6.6K.
- Across the 12 months ending September 2026, Gillette’s share of searches among razor brands in the United States moved from 23.8% to 31.3%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
How did search popularity change for United States razor brands in September 2026?
1 change
In September 2026, Gillette gained share of searches among razor brands in the United States, from 27.5% to 31.3%.
How are branded searches counted?
2 search terms
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.
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