Who Owns the Razor and Shaving Market
Gillette dominates with P&G's backing. Schick and Wilkinson Sword belong to Edgewell. Harry's stayed independent after the FTC blocked its sale. Here is who owns every major razor brand in 2026.
Gillette held approximately 70% of the US razor market in the early 2010s. Then Dollar Shave Club launched in 2012 with a viral video and a subscription model that undercut Gillette's blade pricing by half. Harry's launched in 2013. Within five years, Gillette's US share had dropped below 50% for the first time in decades.
The incumbents responded the way incumbents usually do. Unilever acquired Dollar Shave Club for $1 billion in 2016. Edgewell Personal Care tried to acquire Harry's for $1.37 billion in 2019, only for the Federal Trade Commission to block the deal in February 2020. Harry's is still independent today, which according to the FTC was exactly the point.
The razor market is now a more complex picture than the old Gillette-Schick duopoly. Procter and Gamble still leads by value. Edgewell holds the number two position. Harry's is the largest independent. And Dollar Shave Club operates inside Unilever's portfolio, still using its irreverent subscription voice.
This guide maps every major razor and shaving brand to its corporate owner in 2026.
Procter and Gamble: Gillette's Parent
Procter and Gamble (NYSE: PG) acquired Gillette Company in 2005 for approximately $57 billion, one of the largest consumer goods acquisitions in history. The deal gave P&G ownership of one of the most profitable consumer brands in the world, built on the razor-and-blades business model.
[Gillette](/brands/gillette) was founded in Boston in 1901 by King Camp Gillette, who invented and patented the disposable safety razor blade. The model is simple: sell the handle cheaply, then earn margins on replacement cartridges that consumers buy repeatedly. It worked for over a century.
- Fusion ProGlide and ProGlide Shield (premium cartridge razors for men)
- Mach3 (mid-tier cartridge razor, one of the best-selling systems globally by unit volume)
- Gillette SkinGuard (sensitive skin positioning)
- Gillette Labs (premium heated razor and exfoliating systems)
Gillette holds approximately 20% or more of the global razor market by value, down from its historical peak as DTC challengers captured younger consumers who found the subscription model more convenient than buying replacement cartridge packs.
[Venus](/brands/venus) is P&G's women's shaving brand, an extension of the Gillette franchise targeting female shavers. Venus competes with Schick Intuition and Hydro Silk (Edgewell) and with DTC women's shaving brands including Billie.
[Braun](/brands/braun) is P&G's electric shaver brand, acquired as part of the 2005 Gillette transaction. Braun competes with Philips Norelco in the electric shaving segment and also covers epilators, grooming tools, and personal care appliances.
Edgewell Personal Care: Schick and Wilkinson Sword
Edgewell Personal Care Company (NYSE: EPC) is the second-largest player in the traditional razor market. Edgewell was spun off from Energizer Holdings in 2015, separating the personal care brands from the battery business. The spinoff created a focused personal care company whose largest brands are Schick and Wilkinson Sword.
[Schick](/brands/schick) is Edgewell's primary razor brand in North America, competing directly with Gillette across both the men's and women's segments. Schick's Hydro range competes with Gillette Fusion. Quattro competes with Gillette Mach3. Intuition and Hydro Silk compete with Venus.
[Wilkinson Sword](/brands/wilkinson-sword) is Edgewell's razor brand in Europe and international markets, the same brand that Schick represents in North America. The Wilkinson Sword trademark has an interesting split: in the United States it is owned by Edgewell, while in some markets the name is used under different licensing arrangements.
[Banana Boat](/brands/banana-boat) and [Hawaiian Tropic](/brands/hawaiian-tropic) are Edgewell's sun care brands, part of a broader portfolio that also includes Carefree, Stayfree, and Playtex feminine care products. Edgewell is not a pure razor company. Razors are its largest segment, but personal care products across sun care and feminine hygiene are a meaningful part of total revenue.
The Blocked Harry's Acquisition
In 2019, Edgewell announced an agreement to acquire Harry's Inc. for approximately $1.37 billion. The FTC sued to block the deal in February 2020, arguing that the acquisition would eliminate one of the most disruptive competitive forces in the razor market. According to the FTC's official complaint, Harry's had meaningfully disrupted pricing in the market and absorbing it would reduce competitive pressure on both incumbents. Edgewell dropped the deal in February 2020 after the FTC filed its challenge. Harry's subsequently raised additional venture capital and expanded independently.
Harry's: Still Independent After the Blocked Deal
[Harry's](/brands/harrys) was founded in 2013 by Andy Katz-Mayfield and Jeff Raider. The company launched with a direct-to-consumer subscription model and expanded into retail through a distribution partnership with Target. Harry's competes in the premium mid-market segment, priced below Gillette Fusion but above commodity disposables.
Following the blocked Edgewell acquisition, Harry's raised additional private funding and expanded into adjacent personal care categories. The company owns Flamingo, a women's shaving and body care brand launched in 2018, and continues building out a broader consumer goods portfolio. As of early 2026, Harry's is privately held and does not disclose revenues.
Harry's is cited as a direct example of how the FTC's enforcement posture under Chair Lina Khan changed competitive dynamics. The blocked acquisition preserved an independent razor competitor that would otherwise have been absorbed into Edgewell's portfolio.
Dollar Shave Club: Inside Unilever
[Dollar Shave Club](/brands/dollar-shave-club) was acquired by Unilever in 2016 for approximately $1 billion, described at the time as Unilever's largest US acquisition. Dollar Shave Club launched in 2012 with a video that accumulated over 25 million views and converted tens of thousands of subscribers within days of going live.
Under Unilever's ownership, Dollar Shave Club expanded beyond razors into shaving cream, shower gel, and men's grooming products. The brand retains its direct-to-consumer focus and irreverent marketing voice. Revenue is not disclosed separately.
Dollar Shave Club is the clearest example of an incumbent buying what it could not beat. Unilever paid a premium for the subscriber base and brand equity rather than trying to build a competing subscription model from scratch inside its existing portfolio.
BIC: The Disposable Specialist
[BIC](/brands/bic) is a French consumer goods company listed on Euronext Paris under ticker BB. BIC is best known for ballpoint pens but is also the third-largest player in the disposable razor segment. BIC razors compete on price in the mass retail channel, positioned against private label disposables rather than the premium cartridge systems where Gillette and Schick focus their investment.
The DTC Women's Shaving Market
The women's shaving segment has its own DTC challenger. Billie was founded in 2017 by Georgina Gruneberg and Jason Bravman and built its brand around challenging the "pink tax," the premium historically charged on women's razors compared to functionally similar men's products. Procter and Gamble agreed to acquire Billie in January 2021. The FTC challenged the deal on grounds similar to the Harry's-Edgewell case, and P&G dropped the acquisition in December 2021. Billie is independently operated as of early 2026.
Market Share Overview
| Brand | Parent Company | US Market Position |
|---|---|---|
| Gillette | Procter and Gamble | Largest by value |
| Venus | Procter and Gamble | Largest women's brand |
| Braun | Procter and Gamble | Major electric segment |
| Schick | Edgewell Personal Care | Second-largest by value |
| Wilkinson Sword | Edgewell Personal Care | European markets |
| Dollar Shave Club | Unilever | DTC subscription |
| Harry's | Independent | Premium DTC/retail |
| BIC | BIC S.A. | Value disposable |
Frequently Asked Questions
Who owns Gillette? Gillette is owned by Procter and Gamble (NYSE: PG), which acquired Gillette Company in 2005 for approximately $57 billion. The deal also brought Venus (women's shaving) and Braun (electric shavers) into P&G's portfolio.
Who owns Schick razors? Schick is owned by Edgewell Personal Care Company (NYSE: EPC), spun off from Energizer Holdings in 2015. Schick's European and international equivalent, Wilkinson Sword, is also owned by Edgewell.
Why did the FTC block the Harry's acquisition? The FTC sued to block Edgewell's proposed $1.37 billion acquisition of Harry's in February 2020, arguing it would eliminate one of the most significant competitive threats to the Gillette-Schick duopoly. The FTC's complaint noted that Harry's had driven down prices in the market and that the acquisition would reduce competitive pressure on both incumbents. Edgewell dropped the deal.
Is Dollar Shave Club still independent? No. Dollar Shave Club was acquired by Unilever in 2016 for approximately $1 billion. It operates as a brand within Unilever's personal care portfolio, maintaining its DTC subscription model and marketing voice.
Conclusion
The razor market went from a century-old duopoly to a disrupted three-way competition in about a decade. Gillette still leads globally by value, but its US dominance has been permanently reduced. Edgewell holds the incumbent number two position. Harry's is the largest independent, kept that way by the FTC's decision to block its acquisition. Dollar Shave Club now operates inside Unilever.
For consumers, the practical takeaway is clear: if you use a subscription razor service, your money likely flows to either Unilever or an independent company depending on the brand. If you buy Gillette or Venus, it goes to P&G. Browse our complete beauty and personal care brand database to see the full ownership picture across grooming and hygiene products.
Explore Related Brands
- Gillette - World's best-known razor brand, owned by Procter and Gamble since 2005
- Venus - P&G's women's shaving brand, part of the Gillette franchise
- Schick - Second-largest razor brand, owned by Edgewell Personal Care
- Harry's - Independent premium DTC razor brand, acquisition blocked by FTC in 2020
- Dollar Shave Club - DTC razor pioneer, acquired by Unilever in 2016 for $1 billion
Browse all beauty and personal care brands on WhoBrands
Sources
- Accio: Top Selling Razor Brands 2026 — https://www.accio.com/business/top-selling-razor-brands
- FTC v. Edgewell Personal Care, February 2020 — https://www.ftc.gov/news-events/press-releases/2020/02/ftc-sues-to-block-edgewell-personal-cares-acquisition-harrys
- P&G Annual Report FY2025 — https://www.pginvestor.com
- Edgewell Personal Care Annual Report FY2025 — https://investor.edgewell.com
- The Big Newsletter: Harry's Razor Wars — https://www.thebignewsletter.com/p/blocking-mergers-is-good-for-business
All brand ownership data verified through WhoBrands.com research methodology. Last updated: March 22, 2026.
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Brands & Companies Mentioned
Gillette
Owned by Procter & Gamble Company
American brand of safety razors and personal care products owned by Procter & Gamble.
Venus
Owned by Procter & Gamble Company
Women's razor and shaving brand owned by Procter and Gamble, introduced in 2001 as a sub-brand of Gillette. The leading women's razor brand in the United States and many international markets.
Schick
Owned by Edgewell Personal Care Company
American razor and shaving brand founded in 1926, the primary competitor to Gillette in the US and global men's shaving market. Owned by Edgewell Personal Care Company.
Procter & Gamble Company
American multinational consumer goods corporation headquartered in Cincinnati, Ohio, owning brands including Tide, Pampers, Gillette, Oral-B, Pantene, and over 65 brands across cleaning, health, and personal care.
33 brands in portfolio
Edgewell Personal Care Company
American consumer products company and the maker of Schick, Wilkinson Sword, Banana Boat, Hawaiian Tropic, Carefree, and Playtex personal care brands.
8 brands in portfolio
Unilever plc
British consumer goods company transitioning to a pure-play HPC business. Owns Dove, Axe, Vaseline, Domestos, and 400+ personal care and home care brands sold in 190 countries.
25 brands in portfolio