Gillette is one of the world’s most recognised personal grooming brands, specialising in razors, shaving systems, blades, shaving creams, gels, aftershaves, beard care and other grooming products. Founded in 1901 in the United States, the brand revolutionised shaving by introducing the disposable safety razor, making the process safer, easier and more convenient for everyday consumers. Today, Gillette is owned by Procter & Gamble (P&G) and sells products in countries around the world.

The brand’s official website is gillette.com.

The Beginning (1901)

Gillette was founded by King Camp Gillette, an American salesman and inventor who envisioned a razor with a thin, inexpensive blade that could be replaced instead of sharpened. Prior to this invention, shaving typically required straight razors, frequent sharpening, visits to professional barbers and carried a greater risk of cuts and injuries. Gillette’s concept was revolutionary as users only needed to replace the blade whilst retaining the handle.

The company was officially established in 1901, and by 1903, the first Gillette safety razors reached the market.

Growth and Global Expansion

The disposable blade quickly gained popularity. Several factors accelerated Gillette’s growth, including affordable replacement blades, the ease of home shaving, strong branding and large-scale manufacturing. During World War I, millions of Gillette shaving kits were supplied to U.S. soldiers, introducing the brand to many new customers. After the war, these users continued purchasing Gillette products in civilian life, helping to expand its global presence.

Acquisition by Procter & Gamble

For over a century, Gillette operated as The Gillette Company. In 2005, Procter & Gamble (P&G) acquired Gillette in a deal valued at approximately $57 billion, establishing it as one of P&G’s flagship grooming brands.

Gillette has introduced numerous significant shaving technologies throughout its history:

• 1903: Disposable double-edge safety razor
• 1971: Trac II, the first twin-blade cartridge razor
• 1977: Atra, the first pivoting-head razor
• 1985: Lubricating strip
• 1990: Sensor, featuring spring-mounted blades
• 1998: MACH3, utilising three-blade technology
• 2006: Fusion5, a five-blade shaving system
• 2014: FlexBall Technology, offering improved contour-following pivot
• 2018: SkinGuard, designed for sensitive skin
• 2019: GilletteLabs Heated Razor, an electronically heated razor for added comfort

Gillette manufactures a wide range of men’s grooming products across several categories:

Razors

• Safety razors
• Cartridge razors
• Disposable razors

Razor Blades

• MACH3
• Fusion5
• ProGlide
• SkinGuard
• GilletteLabs cartridges

Shaving Products

• Shaving foam
• Shaving gel
• Shaving cream

Beard Care

• Beard trimmers
• Beard oils
• Beard wash

Skincare

• Aftershave
• Moisturisers

Deodorants

• Antiperspirants
• Body sprays

Gillette is widely credited with popularising the “razor-and-blades” business model. Under this strategy, the razor handle is sold at a relatively low price, whilst replacement blades are purchased repeatedly over time. This approach has influenced many other industries where an initial product is paired with recurring purchases of consumables.

Gillette positions itself as a premium, high-performance brand that is technology-driven and innovation-focused, trusted by both professionals and consumers. Its products emphasise comfort, precision, skin protection, close shaving and long-lasting blade performance.

Gillette has produced some of the most recognisable advertising campaigns in the personal care sector.

“The Best a Man Can Get”

Introduced in 1989, this slogan became one of the brand’s defining messages.

“The Best Men Can Be”

In 2019, Gillette launched the campaign “The Best Men Can Be,” which encouraged positive role models and respectful behaviour. The campaign generated significant public discussion before the company later returned to its classic slogan.

Gillette competes with brands such as Schick, Wilkinson Sword, Harry’s, Dollar Shave Club and BIC.

Gillette products are sold across North America, Europe, Asia, South America, Africa and Australia. The brand operates through supermarkets, pharmacies, convenience stores, e-commerce platforms and major retailers worldwide.

According to Gillette, its core focus includes continuous innovation, product quality, consumer satisfaction, grooming technology and responsible manufacturing. The company also supports various community and social initiatives in different regions.

• Mission (in practice): To improve the shaving and grooming experience through innovation, comfort and performance.
• Vision: To remain a global leader in personal grooming by developing advanced products that meet changing consumer needs.
• Core attributes: Innovation, Precision, Quality, Reliability, Performance, Trust.

• Gillette has been in business for more than 120 years.
• The brand’s founder, King Camp Gillette, pioneered the replaceable-blade safety razor, transforming personal grooming.
• The MACH3 and Fusion5 product lines became some of the best-selling cartridge razors in the world.
• The “razor-and-blades” model popularised by Gillette has become a classic example in business and marketing education.