Brand Intelligence Graphcompany
Company Overview
About Gillette
Gillette is the world's best-selling men's razor brand — producing multi-blade cartridge razors (Fusion, Mach3, ProGlide), disposable razors, shaving gels and foams, and men's grooming products — owned by Procter & Gamble (NYSE: PG) since 2005 as part of the $57 billion P&G acquisition of the Gillette Company. Gillette holds approximately 60% of the global men's razors market by value, making it one of P&G's most significant brands in the Grooming segment which generates $6+ billion annually.
Business Model & Competitive Advantage
Gillette's premium cartridge razor model operates on a razor-and-blade economic model: the handle is sold inexpensively or given away, and profit comes from replacement cartridge packs ($15-25 for 4-8 cartridges). The Gillette Fusion5 and ProGlide lines represent the premium tier, with 5-blade cartridges, FlexBall pivot technology, and lubricating strips. Gillette Labs (2022) added exfoliating bar technology to the handle itself. The Venus brand handles the women's razor segment under the same manufacturing and distribution structure.
Competitive Landscape 2025–2026
In 2025, Gillette competes in the men's grooming and razors market with Dollar Shave Club (Unilever-owned), Harry's (direct-to-consumer subscriptions), BIC, Schick (Edgewell Personal Care, NYSE: EPC), and private-label store brands for razors and grooming share. The DTC subscription razor brands (Dollar Shave Club, Harry's) disrupted Gillette's pricing power in the early 2010s by offering comparable quality at significantly lower subscription prices. Gillette responded with price reductions and the Gillette On Demand subscription service, but the category dynamics shifted. P&G's Grooming segment has faced revenue pressure from the DTC disruption and from younger men's changing shaving behavior (more beard growth, less frequent shaving). The 2025 strategy focuses on premium innovation (Gillette Labs, specialty grooming tools), the subscription/DTC channel, and expanding the broader men's grooming beyond razors into body care.
Recent Activity
View all →Key Differentiators
Market Leader
Gillette is recognized as a market leader in the Beauty & Personal Care sector, demonstrating strong industry presence and customer trust.
Significant Market Share
Commands 60% of the market, indicating strong competitive positioning and customer adoption.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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