The Gillette Company

What The Gillette Company does

The Gillette Company, founded in 1901 by King C. Gillette in Boston and now operating as Gillette Company LLC under Procter & Gamble (acquired 2005 for ~$57 billion), manufactures and sells men's personal grooming products with a portfolio organized around multi-sub-brand razor systems. Its core technology centers on proprietary multi-blade cartridges employing progressive cutting (hysteresis effect), FlexBall contour-pivoting handles, SkinGuard irritation-defense blades, advanced low-friction blade coatings, and the GilletteLabs Heated Razor with warming-bar functionality. The product portfolio spans GilletteLabs (premium innovation line), Fusion5/ProGlide/ProShield (five-blade systems), Mach3 (three-blade), SkinGuard (sensitive skin), King C. Gillette (beard and traditional double-edge), Gillette INTIMATE (body and pubic grooming), and Gillette Baldly (head shaving), supported by shave gels, skincare bundles, and starter kits.

Gillette operates a razor-and-blade business model that monetizes through one-time handle/starter-kit hardware sales ($24 to $150) plus recurring cartridge refills via a direct-to-consumer subscription service on gillette.com ("Every 4th Order Free"), with Affirm financing on premium SKUs. Distribution is dual-channel: DTC e-commerce alongside mass retail through Walmart, Target, Amazon, CVS, Walgreens, Costco, and additional chains. Customers are segmented horizontally into general male shavers, men with sensitive skin, and the growing body-grooming cohort (60% of men under 35). Revenue is not disclosed separately from P&G; the entity is headquartered operationally at the P&G campus at 2 Procter & Gamble Plaza, Cincinnati, with U.S.-only DTC shipping.

Name

The Gillette Company

Legal name

Gillette Company LLC

Website

https://gillette.com

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

The Gillette Company, a wholly-owned Procter & Gamble subsidiary founded in 1901, manufactures and sells men's grooming razors, blades, shave gels, and body-grooming products through DTC e-commerce subscriptions and mass retail channels (Walmart, Target, Amazon, CVS, Walgreens, Costco) serving U.S. male consumers.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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), Brow & Facial Hair Tools (Tweezers, Razors, Trimmers) (CRABAKAD), Barber & Professional Men’s Grooming Products (CRABAGAK)

Keywords

• Men's razors
• Shaving products
• Beard grooming
• Blade refills
• Personal care

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Razor Handle Sales: One-time hardware sales of razor handles and starter kits. Premium handles like Heated Razor priced at $150, standard handles at $24-$30.
2. Blade Refill Subscriptions: Subscription model delivering blade refills on a scheduled basis (monthly, every 3 months, or every 6 months). Every 4th subscription order free. Automatic recurring revenue from consumables.
3. Direct E-commerce Sales: Direct-to-consumer sales through gillette.com with optional subscription. Accepts VISA, MasterCard, Discover, American Express, PayPal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Gillette Company manufactures and sells men's grooming hardware and consumables, including multi-blade manual razors (Fusion5 ProGlide, ProShield, SkinGuard, Mach3), the premium GilletteLabs line with an Exfoliating Bar Razor and Heated Razor, beard care tools under King C. Gillette, body and intimate grooming tools under Gillette INTIMATE, and head-shaving products under Gillette Baldly, along with shave gels. Revenue is anchored by one-time razor/handle sales and a recurring blade-refill subscription service, with distribution through gillette.com and major U.S. retailers.

Product overview

Gillette offers a comprehensive portfolio of men's grooming products organized under multiple sub-brands. The core offerings include GilletteLabs (premium innovation line featuring the Exfoliating Bar Razor, Heated Razor, and Body Razor), Gillette Fusion5/ProGlide (classic 5-blade razors with FlexBall Technology), Gillette SkinGuard (sensitive skin line), Gillette Mach3 (3-blade system), and King C. Gillette (beard grooming and traditional double-edge safety razors). Supporting products include beard trimmers, intimate grooming tools (Gillette INTIMATE line), and the Gillette Baldly sub-brand for head shaving. The portfolio also includes shave gels, face care products, and subscription services. Products are available for direct purchase via gillette.com with payment processing through PayPal, Affirm financing, and major credit cards.

Differentiator

Problem solved

Functional benefit

Brands

• King C. Gillette: Premium beard grooming brand featuring precision tools and quality care products for facial hair styling, including double edge safety razors and beard trimmers.
• GilletteLabs
• SkinGuard
• Fusion5
• ProGlide
• ProShield
• Mach3
• Gillette INTIMATE

Products and services

• Gillette Fusion5 ProGlide Razor A classic 5-blade manual razor featuring FlexBall Technology that responds to facial contours, 5 anti-friction blades, and a built-in precision trimmer on the back of the cartridge for edging around nostrils, lips, and beard lines. Designed for men seeking a close, comfortable daily shave.
• Gillette Fusion5 ProShield Razor A 5-blade manual razor with lubrication strips both before and after the blades to help protect skin from irritation, plus FlexBall Technology for contour-following. Targeted at men who want enhanced skin protection during shaving.
• Gillette SkinGuard Sensitive Skin Razor A razor designed for men with sensitive skin, featuring a patented SkinGuard irritation-defense bar and two optimally spaced blades that cut hair at skin level to prevent razor bumps and ingrown hairs. Marketed to users who experience irritation from standard multi-blade razors.
• Gillette Mach3 Razor A 3-blade manual razor system offering a balance of closeness and comfort, featuring a front-pivot handle for pressure distribution. Positioned as a value-tier alternative within Gillette's manual razor lineup.
• GilletteLabs Heated Razor Starter Kit A premium heated razor that delivers the sensation of a hot-towel shave through adjustable warming settings and FlexDisc technology for comfort, sold as a starter kit with handle, 2 blade cartridges, and a charging station. Targeted at consumers seeking a luxury barbershop-style grooming experience at home.
• GilletteLabs Razor (Exfoliating Bar) A premium razor with an exfoliating bar that helps remove dirt and debris before the blade pass, paired with advanced multi-blade technology for a close, comfortable shave. Sold as 1 handle + 3 cartridges + 1 travel case. Targeted at men seeking enhanced skin preparation in their shaving routine.
• GilletteLabs Body + Intimate Razor A razor specifically engineered for men's body and intimate grooming, featuring a Magnetic Shower Hanger and anti-irritation technology to handle multi-directional body hair and sensitive skin areas. Priced at $15 and targeted at the growing segment of men removing body hair.
• GilletteLabs Subscription Starter Kit A subscription starter kit offering a free-trial entry into Gillette's best blade technology for a $4 shipping fee, converting users into recurring blade-refill subscribers. Targeted at first-time subscribers and conversion from competitors.
• King C. Gillette Beard Trimmer A precision beard trimmer under the King C. Gillette sub-brand, designed for maintaining facial hair styles with professional-grade cutting performance. Targeted at men with beards who want grooming control.
• King C. Gillette All-in-One Styler A versatile cordless styler and stubble trimmer with 4D Blade technology, providing an all-in-one facial hair grooming and styling solution. Targeted at men who want a single device for multiple beard and stubble lengths.
• King C. Gillette Double Edge Safety Razor A traditional double-edge safety razor based on the original King C. Gillette design, featuring stainless steel blades with anti-friction coating. Targeted at traditionalists and enthusiasts seeking a classic wet-shaving experience.
• Gillette INTIMATE Pubic Hair Trimmer A specialized trimmer under the Gillette INTIMATE sub-brand, designed for safe and comfortable pubic hair grooming with precision engineering. Targeted at men grooming sensitive intimate areas.
• Gillette Baldly Head Shaving Line A dedicated sub-brand and product line for head shaving and bald scalp care, providing products and tips for smooth head shaving. Targeted at men who shave their heads.
• GilletteLabs Rapid Foaming Shave Gel A rapid foaming shave gel from the #1 shave gel and foam brand, formulated without alcohol, dyes, or parabens and enriched with Vitamin B3 and sea kelp to hydrate skin and protect from irritation. Sold as a 7oz bottle for $7 as a one-time purchase or on subscription.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature8 records

Partnerships

One partnership is on record.

• AffirmminorGTM or Marketing PartnerGillette partnered with Affirm to offer pay-over-time financing for the Heated Razor Starter Kit. Customers can pay $25/month with no hidden fees for the $150 Heated Razor Starter Kit.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manscaped: Specialist men's body and below-the-belt grooming brand. Competes directly with Gillette INTIMATE and GilletteLabs Body Razor in the body-grooming segment, with strong community-led marketing.
• Schick / Edgewell Personal Care: Direct competitor in men's and women's razors and shave care. Edgewell's Schick, Wilkinson Sword, and Harry's brands compete head-to-head with Gillette in cartridge razors, subscriptions, and mass retail. Most directly comparable on product category, target customer, and channel mix.
• Harry's: Direct-to-consumer men's grooming brand (owned by Edgewell) that pioneered the subscription razor model and competes directly with Gillette's GilletteLabs line on price, design, and digital customer experience.
• Dollar Shave Club: DTC subscription razor brand owned by Unilever, founded on disrupting the Gillette/Shick model with affordable blades and convenience. Competes directly on subscription value, brand voice, and male grooming customer base.
• BIC: Global manufacturer of disposable and refillable razors marketed as value-tier alternatives to Gillette. Competes on price in mass retail and drugstores, particularly with single-use and twin-blade offerings.
• Wilkinson Sword: Heritage razor brand now under Edgewell that competes with Gillette across disposable, cartridge, and men's shave categories in global markets.

Broad incumbents

• Philips Norelco: Electric shaver and trimmer brand from Philips that competes with Gillette in men's grooming via a different technology (electric vs manual). Comparable in serving male shaving/grooming customers but distinct in delivery format.
• Beiersdorf (Nivea Men): Major personal care conglomerate whose Nivea Men line includes shave gels, post-shave balms, and body products. Comparable as a men's grooming competitor and shave-prep brand; broader portfolio but overlapping end customer.

Emerging players

• Bevel: Direct-to-consumer men's grooming brand focused on men of color with shaving, beard care, and skincare products. Comparable target customer profile and DTC subscription model, though smaller scale.

Others

• Energizer Holdings (Schick owner / Edgewell history): Diversified consumer products company adjacent to men's grooming through historical ownership of Schick; serves as a comparable for capital allocation and brand-portfolio strategy in consumer staples.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gillette
• Facebookfacebook.com/gillette
• LinkedInlinkedin.com/company/gillette-razors
• 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&A2 records

Investments

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

Frequently asked questions about The Gillette Company