Gillette Venus
Gillette Venus, a brand under Procter & Gamble, manufactures women's razors, blade refills, disposable razors, shave gels, and intimate skincare. It serves female consumers globally through mass retail, specialty beauty, and DTC channels, and holds the title of World's #1 Female Razor Brand.
- Company typePrivate
- Founded1901
- HeadquartersCincinnati, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gillette Venus does
Gillette Venus is a women's grooming brand owned by Procter & Gamble (NYSE: PG), manufacturing and marketing razors, blade refills, disposable razors, shave gels and creams, and adjacent intimate skincare products. The portfolio centers on refillable razor systems (Extra Smooth Sensitive, MoistureGlide with Argan Oil, Gold Razor) with proprietary blade-cartridge refills, plus the Pubic Hair & Skin Collection (razor, Smoothing Cleanser, Daily Ingrown Serum). Core product technology is multi-blade systems paired with hydrating moisture bars (e.g., argan-oil-infused), built on the original 1901 King C. Gillette safety razor with disposable blade patent. All razors carry dermatological endorsement from the Skin Health Alliance, and Venus is Nielsen-certified as the World's #1 Female Razor Brand (Aug 2024–Sep 2025) and the US Most Awarded Razor Brand (2020–2025).
The brand operates a hybrid go-to-market model: mass-market retail (Walmart, Target, drugstores) provides volume distribution and category presence, specialty beauty retailers (Sephora, Ulta Beauty) drive premium discovery, and direct-to-consumer e-commerce at gillettevenus.com captures margin and supports subscription-style refill mechanics plus email relationship management. Revenue is generated through one-time razor handle sales as the ecosystem entry point, recurring blade-cartridge refills as the primary consumable stream, disposable razors for convenience and travel use, and adjacent shave-prep and skincare SKUs that extend the routine. Marketing combines celebrity/athlete endorsements (U.S. Olympic figure skaters ahead of Milano Cortina 2026), influencer partnerships (Drew Afualo Smoothguard campaign), limited-edition brand collaborations (Rifle Paper Co. at Target), and an editorial content platform.
Venus is headquartered within the Gillette franchise in Boston, where Procter & Gamble has committed nearly $1 billion to a new Fort Point headquarters. The company claims global distribution reach with a primary operational footprint in North America (USA). Brand-level financials are not separately disclosed by P&G, which reports Venus within its broader Grooming segment.
Gillette Venus firmographics
Firmographics- Name
- Gillette Venus
- Legal name
- Procter & Gamble
- Website
- https://GilletteVenus.com
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gillette Venus, a brand under Procter & Gamble, manufactures women's razors, blade refills, disposable razors, shave gels, and intimate skincare. It serves female consumers globally through mass retail, specialty beauty, and DTC channels, and holds the title of World's #1 Female Razor Brand.
- Ownership category
- akta.pro rank
Gillette Venus industry classification
Industry- Product category
- Women's Personal Care Grooming (Razors & Shaving Products)
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)
Keywords
Where Gillette Venus is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Gillette Venus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Razor Handle Sales: One-time sales of durable razor handles (reusable metal/plastic handles) sold at retail and e-commerce as the entry point to the Venus ecosystem.
- Blade Refill Consumables: Recurring sales of replaceable blade cartridges and refills, forming the primary recurring revenue stream. Sold through retail (Walmart, Target) and direct e-commerce with subscription options.
- Disposable Razors: One-time-use razors sold as standalone products for convenience consumers, targeting both budget-conscious and travel use cases.
- Shave Gels, Creams & Skincare Accessories: Adjacent product category including shave gels, creams, exfoliants, and intimate skincare products (Smoothing Cleanser, Daily Ingrown Serum) that complement the razor platform.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Gillette Venus product offering
Product offeringCore offering
Gillette Venus designs, manufactures and sells women's shaving and grooming products including refillable razors (Extra Smooth Sensitive, MoistureGlide with Argan Oil, Gold), disposable razors, replacement blade refills, the specialized Pubic Hair & Skin collection (razor, Smoothing Cleanser, Daily Ingrown Serum), and shave gels/creams. The products are engineered specifically for women's body areas and skin types with multi-blade systems, hydrating moisture bars, and dermatological endorsement.
Product overview
Gillette Venus is a women's razors and shaving products brand under Procter & Gamble, offering a comprehensive portfolio of grooming solutions. The product line is organized around three main categories: refillable razors (Extra Smooth Sensitive, MoistureGlide with Argan Oil, and Gold Razor variants) with compatible blade refills, disposable razors for convenient use, and the specialized Pubic Hair & Skin collection including the razor, Smoothing Cleanser, and Daily Ingrown Serum. Supporting products include shave gels and creams. The brand positions itself as designed for women's bodies with tailored technology for different body areas and skin types, and holds the distinction of being the world's #1 Female Razor Brand according to Nielsen data.
Differentiator
Problem solved
Functional benefit
Products and services
- Refillable Razors Reusable razor handles designed for below-the-neck grooming, compatible with Venus replacement blade cartridges, featuring ergonomic designs with curved profiles, textured grips and built-in shower holders.
- Extra Smooth Sensitive Razor Refillable razor designed for sensitive skin with moisture bars and Skin Health Alliance dermatological endorsement for a smooth, skin-gentle shave.
- MoistureGlide with Argan Oil Razor Refillable razor featuring a 5-blade system, hydrating moisture bars infused with argan oil, and a durable metal handle, designed for women with dry skin.
- Blade Refills Replacement blade cartridges compatible with Venus refillable razor handles, featuring moisture bars and precision edges, sold as the recurring consumable that drives Venus's primary repeat-purchase revenue stream.
- Disposable Razors Single-use Venus razors with multi-blade systems and moisture strips for convenient on-the-go shaving.
- Venus Pubic Hair & Skin Razor Specialized razor engineered for the delicate pubic area with dermatologist endorsement and features aimed at reducing shave irritation in the bikini line.
- Venus Pubic Hair & Skin Collection Complete grooming collection for intimate areas including the Pubic Hair & Skin Razor, Smoothing Cleanser, and Daily Ingrown Serum designed to address common grooming problems for women.
- Shave Gels & Creams Shaving preparations including gels and creams providing lubrication and protection during shaving, formulated for various skin types including sensitive skin.
Quantifiable outcome
- World's #1 Female Razor Brand — Nielsen-certified market leadership position (August 2024–September 2025)
- +1 more outcomes
Companies that use Gillette Venus
Customer profileSegments2 records
Ideal customer profiles1 record
Gillette Venus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Gillette Venus partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Drew AfualominorVenus launched the Smoothguard campaign featuring social media creator Drew Afualo, a comedic and educational campaign promoting the Venus Pubic Hair and Skin Razor collection targeting bikini line irritation. Drew Afualo serves as brand representative demonstrating the products across her social channels.
- Rifle Paper Co.minorGillette Venus and Rifle Paper Co. launched a limited-edition shave collection exclusively at Target, integrating Rifle Paper Co.'s signature floral illustrations with Gillette Venus's trusted grooming performance to create a premium, lifestyle-oriented product line.
- U.S. Figure SkatingcoreGillette Venus announced a partnership with U.S. Olympic figure skaters Alysa Liu, Isabeau Levito, and Starr Andrews as the Official Razor of Team USA, two days before the Olympic Winter Games Milano Cortina 2026. The athletes promote Venus's Gold Razor product line through a campaign launching on the announcement date. This builds on Venus's existing collaborations with Olympic surfers, swimmers, and WTA tennis athletes.
- Skin Health AlliancecoreThe Skin Health Alliance provides dermatological endorsement for all Venus razors, validating their safety and skin health credentials. This third-party medical endorsement is used as a core marketing differentiator across Venus product lines.
- Procter & Gamble (Parent Company)coreP&G (parent company of Gillette Venus) announced a nearly $1 billion investment to build a new Gillette headquarters in Fort Point, Boston. This represents a significant vote of confidence in the Gillette/Venus brand and the local economy.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Gillette Venus competitors and assessment
Company assessmentEmerging players
- Estrid: Estrid is a direct-to-consumer women's razor and body care brand out of Europe with a subscription-led model, overlapping with Venus on refillable blades and shave prep and competing on design-led, sustainability-aware positioning.
- Athena Club: Athena Club is a direct-to-consumer women's razor and body care brand offering refillable razors and shave/barrier products that compete with Venus for digitally native female consumers seeking indie-brand aesthetics and clean ingredient positioning.
- Flamingo: Flamingo (owned by Harry's Inc.) sells women's body razors, wax strips, and shave/body care directly to consumers, overlapping with Venus on razors and shave prep while also competing in alternative hair removal modalities like wax.
- Bevel: Bevel sells premium razors, shave prep, and body care direct-to-consumer with a culturally rooted brand identity, representing the type of design- and identity-led indie brand reshaping how younger consumers approach shaving and that Venus is competing against.
Others
- Nair (Church & Dwight): Nair is a depilatory cream brand that addresses the same female body hair removal occasion as Venus with a non-razor modality (chemical depilation), serving as a substitute category that competes for the same share of wallet and routine frequency.
Direct peers
- Harry's: Harry's sells men's and women's refillable razors and shave care direct-to-consumer and in retail, competing head-to-head with Venus on design, multi-blade performance, and brand positioning aimed at younger consumers.
- Billie (Edgewell Personal Care): Billie built a direct-to-consumer female-razor franchise before being acquired by Edgewell, offering body-area-specific razors (Full Body, Bikini) and shave prep that target the same consumer and use cases as Venus Pubic Hair & Skin and Extra Smooth Sensitive.
- Schick (Edgewell Personal Care): Edgewell's Schick is the closest direct competitor to Gillette Venus in women's wet-shave razors, offering Hydro Silk and Intuition product lines sold through the same mass and grocery channels and competing on multi-blade, moisture-bar technology.
Broad incumbents
- BIC: BIC sells mass-market disposable women's and men's razors (BIC Silky Touch, BIC Soleil) through grocery, drug, and mass channels, directly competing with Venus disposables on price points and shelf placement.
- Philips (OneBlade, SatinShave): Philips SatinShave and OneBlade electric shavers compete with Venus in female body hair removal across mass and specialty beauty retail, addressing the same consumer need (body hair removal) via a non-razor modality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Gillette Venus social profiles
Digital presenceGillette Venus compliance and trust
Trust signalCompliance1 record
Gillette Venus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gillette Venus leadership team
Management profileNumber of profiles
Gillette Venus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gillette Venus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gillette Venus
What does Gillette Venus do?
Gillette Venus designs, manufactures and sells women's shaving and grooming products including refillable razors (Extra Smooth Sensitive, MoistureGlide with Argan Oil, Gold), disposable razors, replacement blade refills, the specialized Pubic Hair & Skin collection (razor, Smoothing Cleanser, Daily Ingrown Serum), and shave gels/creams. The products are engineered specifically for women's body areas and skin types with multi-blade systems, hydrating moisture bars, and dermatological endorsement.
Is Gillette Venus a public or private company?
Gillette Venus is a private company. It is classified as corporate owned and is currently operating.
When was Gillette Venus founded?
Gillette Venus was founded in 1901. It employs 1 to 10 people.
Where is Gillette Venus based?
Gillette Venus is headquartered in Cincinnati, United States, in the North America region.
How does Gillette Venus make money?
Four revenue lines are on record. Razor Handle Sales are the primary driver. The others are blade Refill Consumables, disposable Razors and shave Gels, Creams & Skincare Accessories.
Who are Gillette Venus's main competitors?
Emerging players on record are Estrid, Athena Club, Flamingo and Bevel. Nair (Church & Dwight) is listed as an others. Direct peers are Harry's, Billie (Edgewell Personal Care) and Schick (Edgewell Personal Care). Broad incumbents are BIC and Philips (OneBlade, SatinShave).
Does Gillette Venus have an API?
No public API is recorded for Gillette Venus.
What industry is Gillette Venus in?
Gillette Venus's product category is Women's Personal Care Grooming (Razors & Shaving Products). Its primary akta.pro industry code is CRABAGAF, Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave). Its NAICS code is 3256 and its SIC code is 2844.