Gillette

What Gillette does

Gillette is a Boston-headquartered razor and male grooming brand founded in 1901 by King Camp Gillette and acquired by Procter & Gamble in 2005 for approximately $57 billion — one of the largest consumer goods acquisitions in history. Operating today as a brand unit within P&G's grooming portfolio, Gillette manufactures and sells safety razors, replacement blades, shaving creams, and body grooming products under its Gillette and GilletteLabs sub-brands. Its core technology centers on proprietary razor blade systems, with the GilletteLabs Body razor featuring a Triple Protection System combining anti-irritation, anti-ingrown hair, and lubrication features. P&G has committed nearly $1 billion to a new global headquarters and innovation center at Fort Point in Boston alongside a broader $1.5 billion Massachusetts investment that includes an advanced manufacturing facility in Andover and redevelopment of the existing 31-acre South Boston campus — the single largest investment Gillette has ever made in the city.

Gillette generates revenue through one-time sales of branded consumer personal care products (razors, blades, shaving cream, and body grooming items) distributed globally through P&G's established retail network across grocery, pharmacy, and mass-merchant channels in markets including the United States, Canada, and Pakistan. Pricing is retail-channel-driven across product tiers; specific pricing details are not publicly disclosed. Its go-to-market combines product-led growth — exemplified by the April 2026 launch of the GilletteLabs Body razor targeting the men's body grooming trend — with event-driven sports marketing, including designation as the official shave and beard care partner of the NBA in Canada and an ongoing Toronto Raptors partnership featuring player Gradey Dick and legend Tracy McGrady in campaigns aimed at Gen Z consumers. The brand extends its presence through community-facing partnerships such as Lay-Up Youth Basketball's coach development program in Toronto.

Customer-side, Gillette serves a horizontal men's grooming segment (specifically men's body grooming is identified as the primary persona) through retail purchase rather than enterprise contracts. Distribution is deeply global via P&G, while the brand's commercial strategy emphasizes cultural relevance through athlete endorsements and youth-focused community programs. There is no public B2B or enterprise revenue line, and the brand does not have its own app, public API, or disclosed AI/ML capability in the source material.

Name

Gillette

Legal name

The Gillette Company (subsidiary of Procter & Gamble)

Website

https://gillettewy.gov

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

251–500 employees

Short description

Gillette is a Boston-based razor and male grooming brand owned by Procter & Gamble, selling safety razors, blades, and body grooming products globally via mass retail. The 1901-founded brand pursues growth through its GilletteLabs innovation platform and sports marketing partnerships targeting Gen Z consumers.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shaving Hardware (Manual & Electric Razors) (CRABAGAA)

akta.pro secondary industries

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF), Shaving Prep & Post-Shave (Creams, Foams, Gels, Aftershaves) (CRABAGAB), Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC)

Keywords

• Men's grooming products
• Safety razors and blades
• Shave and beard care
• Body grooming razors
• Personal care blades

Headquarters

HQ city

Gillette

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Personal Care Products: Gillette generates revenue through the sale of razors, blades, shaving cream, and body grooming products to consumers through retail channels globally.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Gillette designs, manufactures, and sells men's grooming products, primarily razors, replacement blades, shaving creams, and beard care items, marketed under the Gillette and GilletteLabs sub-brands. The portfolio spans facial shaving systems and the newer GilletteLabs Body razor, which features a proprietary Triple Protection System targeting men's body grooming needs. Products are sold globally through Procter & Gamble's retail distribution network.

Product overview

Gillette is a Procter & Gamble-owned razor and grooming products brand. The company offers a range of shaving products including the GilletteLabs line of razors, with the recent launch of the GilletteLabs Body razor specifically targeting men's body grooming. The portfolio includes shave razors and beard care products, with the brand leveraging sports marketing partnerships (NBA, Toronto Raptors) to reach Gen Z consumers.

Differentiator

Problem solved

Functional benefit

Brands

• GilletteLabs: Innovation platform for Gillette's advanced razor products including the GilletteLabs Body razor featuring Triple Protection System for men's body grooming.

Products and services

• GilletteLabs Body razor A body razor specifically designed for men's body grooming, featuring a Triple Protection System with anti-irritation, anti-ingrown hair, and lubrication features. Marketed as Gillette's safest body razor to date, targeting men seeking effective body hair removal with reduced skin irritation.
• GilletteLabs razor line The GilletteLabs razor product line, an innovation platform for advanced Gillette razors referenced in marketing campaigns, including the Body razor. Positioned as Gillette's premium razor platform and showcased in NBA Canada and Toronto Raptors marketing initiatives targeting Gen Z consumers.
• Shave and beard care products Gillette's core product category encompassing razors, blades, and beard care items. Includes the brand's designation as the official shave and beard care partner of the NBA in Canada, covering facial shaving systems, replacement blades, and beard grooming products sold globally through retail channels.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Lay-Up Youth BasketballcoreStrategic or Co-development Partner · 3 February 2026Toronto-based charity using basketball to develop skills and confidence in young people from Neighbourhood Improvement Areas. Partnership expansion in second year includes new coach development elements with skills-building sessions and on-court learning experiences led by Toronto Raptors Assistant Coach Jama Mahlalela and player Gradey Dick. Supports Lay-Up's Crossover Pathway paid workforce development program preparing young leaders as youth coaches.
• Toronto RaptorscoreGTM or Marketing Partner · 15 November 2025Ongoing partnership with the NBA team featuring Toronto Raptors player Gradey Dick in campaigns. Gillette designated as official shave and beard care partner of the NBA in Canada, leveraging association with the team for brand visibility.
• NBA CanadacoreGTM or Marketing Partner · 15 November 2025Official shave and beard care partner designation of NBA in Canada. Partnership enables Gillette to connect with basketball fans and Gen Z consumers through NBA ecosystem and events.
• Breakthrough PropertiesminorStrategic or Co-development PartnerReal estate developer from which Gillette plans to purchase 232 A Street in South Boston for new headquarters development. Transaction part of $1 billion Fort Point headquarters project.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Billie: Billie built a DTC women's razor brand on inclusive imagery and body-positive positioning, then expanded into men's body-grooming and shave care before being acquired by Edgewell. It overlaps directly with Gillette's new GilletteLabs Body razor launch as a category-shaping competitor.
• Bulldog Skincare for Men: Bulldog is a men's skincare and shave-prep brand owned by Edgewell, focused on natural-ingredient positioning. It overlaps with Gillette's shaving prep and post-shave offerings and is relevant as Gillette broadens beyond hardware into adjacent male-grooming consumables.
• Flamingo: Flamingo is Harry's women's and body-grooming brand, offering razors, body tools, and shave care across DTC and retail. It is a credible emerging peer in the body-grooming category that Gillette's GilletteLabs Body razor is targeting.

Direct peers

• The Art of Shaving: The Art of Shaving is a premium and barber-channel men's grooming brand offering razors, brushes, and shave-prep. Comparable in premium positioning and traditional-masculine retail experience to Gillette's higher-tier SKUs and GilletteLabs platform.
• Harry's: Harry's is a DTC men's grooming brand built on a subscription razor model that has taken meaningful share from Gillette in entry-level and refill SKUs. The comparable functions (bladed razors plus shave prep) and direct-to-consumer-plus-retail distribution make it the most cited direct peer threat to Gillette's blade annuity.
• Dollar Shave Club: Dollar Shave Club pioneered the subscription razor model and is now owned by Unilever. It competes head-to-head with Gillette in mass-tier razors and shave-prep, with a digitally-native brand voice that has historically resonated with younger male consumers.
• Bevel: Bevel is a men's grooming brand (originally Walker & Company, now within the broader P&G ecosystem historically before divestiture and reacquisition activity) built around razors and shave products designed for coarse/curly hair and sensitive skin — the same irritation/ingrown-hair pain points that the GilletteLabs Body Triple Protection System addresses.
• Schick / Edgewell Personal Care: Schick is Gillette's primary direct competitor in wet-shave blades (Hydro, Quattro, Xtreme3). Owned by Edgewell Personal Care, the two companies together comprise the overwhelming majority of the mass wet-shave blade category, sharing retailers, shelf space, and razor-technology IP.

Regional players

• Wilkinson Sword: Wilkinson Sword is a long-standing wet-shave brand with strong presence in Europe and emerging markets, owned by Edgewell. It directly competes with Gillette in those geographies with comparable manual-razor systems.

Broad incumbents

• P&G Grooming (parent context): Procter & Gamble's Grooming segment houses Gillette alongside other male-grooming brands and shared technology. P&G is itself a comparable conglomerate peer in personal care, given shared retailers, regulatory exposure, and global manufacturing footprint relevant to Gillette's operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cityofgillette
• YouTubeyoutube.com/user/gillette
• Facebookfacebook.com/CityofGillette
• LinkedInlinkedin.com/company/city-of-gillette
• Instagraminstagram.com/gillette

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gillette