# Gillette **Source:** https://geo.sig.ai/brands/gillette **Vertical:** Beauty & Personal Care **Subcategory:** Men's Grooming **Tier:** Leader **Website:** gillette.com **Last Updated:** 2026-04-14 ## Summary 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. ## Company Overview 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. 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. 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. ## Frequently Asked Questions ### What is Gillette? Gillette is a a leading men's grooming brand offering razors, shaving cream, aftershave, and personal care products designed to deliver a close, comfortable shave. The company has established itself as a trusted provider in the Beauty & Personal Care industry, specifically focusing on Men's Grooming. Visit gillette.com to learn more about their offerings and services. ### What industry does Gillette operate in? Gillette operates in the Beauty & Personal Care industry with a focus on Men's Grooming. The company serves this market with specialized solutions designed to meet the unique needs of their target audience. Their expertise in this vertical allows them to deliver tailored value propositions. ### What solutions does Gillette offer? Gillette delivers comprehensive Men's Grooming solutions tailored to their target market in the Beauty & Personal Care sector. Their offerings combine industry expertise with innovative approaches to solve customer challenges. The company focuses on delivering measurable value and results. ### What is Gillette's pricing model? Gillette operates in the premium segment with pricing that reflects the quality and exclusivity of their offerings. The company positions itself at a higher price point to serve customers seeking superior products and experiences. Detailed pricing information is available through their official channels and authorized retailers. ### What customer support does Gillette provide? Gillette offers customer support services to assist users with questions, technical issues, and product guidance. Support channels typically include online resources, documentation, and direct contact options. The company is committed to ensuring customer satisfaction through responsive and helpful service. ### What is Gillette's company background? Gillette has built a reputation in the Beauty & Personal Care industry through consistent delivery of Men's Grooming solutions. The company's expertise and market presence reflect years of development and customer service. Their focus on quality and innovation has positioned them as a recognized name in their sector. ### Is Gillette suitable for my needs? Gillette is designed to serve customers in the Beauty & Personal Care sector who require Men's Grooming solutions. Whether the company's offerings align with your specific needs depends on your requirements, budget, and preferences. Consider exploring their website, reading customer reviews, and potentially trying their products or requesting a demo to determine fit. ### How has Gillette responded to competition from Dollar Shave Club and Harry's? Gillette faced significant disruption starting in 2012 when Dollar Shave Club and Harry's launched subscription razor businesses at dramatically lower price points ($1-9/month versus Gillette cartridges at $3-5 per cartridge), capturing younger male consumers who had grown up as Gillette customers and were willing to switch for perceived equivalent quality at 60-80% lower cost. Gillette responded by launching Gillette on Demand (subscription model), introducing more affordable Gillette SkinGuard and Gillette Mach3 as entry-tier alternatives to Fusion, and reducing cartridge prices to compete more aggressively. Unilever's acquisition of Dollar Shave Club for $1 billion in 2016 and the subsequent investment in Harry's by private equity validated the disruption but Gillette has maintained category leadership while accepting that its historical price premium has been permanently compressed. ## Tags b2c, fortune500, global, public, retailtech, healthtech --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*