Gillette logo

Gillette

Leader

P&G's global razor market leader with ~60% market share by value; multi-blade cartridge razors facing DTC disruption from Dollar Shave Club and Harry's in P&G's $6B+ annual Grooming segment.

Best for: Men's GroomingMarket leader
78
AI Score
Grade B
AI Visibility Score (Beta)
Consumer Lifestyle & WellnessMen's GroomingWebsiteUpdated March 2026
Market Share
60%

Brand Intelligence Graphcompany

Products
Integrates with
Capabilities
Men's Grooming

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.

Curated content • Fact-checked and verified

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

78
→ Stable

Based on estimated brand signals. Historical tracking coming soon.

Similar Brands

L'Oréal Paris logo

L'Oréal Paris

Beauty & Personal Care
B2cGlobalPublicRetailtechHealthtech

L'Oréal Paris is the flagship brand of L'Oréal Group, the world's largest beauty company, offering a comprehensive range of skincare, haircare, makeup, and color products across drugstore, department

Bass Pro Shops logo

Bass Pro Shops

Sporting Goods & Outdoor
B2cRetailtechMarketplaceGlobalHealthtech

Bass Pro Shops is the largest specialty outdoor sporting goods retailer in the United States, selling fishing, hunting, camping, boating, and outdoor recreation gear through destination retail stores

PetSmart logo

PetSmart

Pet Care
B2cGlobalRetailtechServicesHealthtech

PetSmart is a Phoenix, Arizona-based specialty pet retail chain — privately held since BC Partners' $8.7 billion leveraged buyout in 2015 — operating 1,500+ stores across the United States, Canada, an

Ulta Beauty logo

Ulta Beauty

Beauty & Personal Care
B2cRetailtechPublicNorth AmericaHealthtech

Ulta Beauty is the largest US beauty retailer — operating 1,400+ stores across 50 states that combine prestige, mass-market, and salon product sales with in-store salon and beauty services in a single

Bath & Body Works logo

Bath & Body Works

Beauty & Personal Care
B2cRetailtechPublicNorth AmericaHealthtech

Bath & Body Works is America's leading specialty retailer of personal care and home fragrance products — body lotions, shower gels, hand soaps, and scented candles — sold through approximately 1,800 U

Mars Petcare logo

Mars Petcare

Pet Care
B2cRetailtechServicesHealthtech

Mars Petcare is the world's largest pet nutrition and veterinary healthcare company — a division of Mars, Incorporated (the private family-owned global confectionery and food conglomerate) producing m

Compare Gillette with Competitors

Side-by-side AI visibility scores, platform breakdown, and market position.

For Gillette

Claim This Profile

Are you from Gillette? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.

Claim Gillette Profile →
For competitors & analysts

Track AI Visibility in Real Time

Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Gillette vs competitors. Get alerts when AI recommendations shift.

Start Free Tracking →