Billie vs Gillette:Which is more popular?
In September 2026, Gillette had more branded searches than Billie among razor brands in the United States. Gillette had about 60,500 branded searches, while Billie had 33,100. Gillette made up 31.3% of all razor brand searches we track, and Billie accounted for 17.1%. When we asked ChatGPT and Google AI Overviews about razor brands, Gillette appeared in all five answers and Billie in two. Billie and Gillette were each mentioned first in two of the four answers.
Who do people search for more?
Gillette, about 83% more searches than Billie
Who does AI mention more?
Gillette, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 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. Billie was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Billie and Gillette were each listed first in two of the 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 Billie or Gillette more popular in search?
This chart shows how often people search Google for Billie 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, Billie. 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 Billie and Gillette comparison changed over the last 12 months?
3 findings
- Gillette was ahead of Billie in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Billie’s share of searches among razor brands in the United States moved from 19.5% to 17.1%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
- 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?
2 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, Billie lost share of searches among razor brands in the United States, from 18.4% to 17.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Billie’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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