Gillette is one of the world’s most recognized personal grooming brands, specializing in razors, shaving systems, blades, shaving creams, gels, aftershaves, beard care, and other grooming products. Founded in 1901 in the United States, the brand revolutionized shaving by introducing the disposable safety razor, making shaving 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 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.

Before his invention, shaving usually required:

• Straight razors

• Frequent sharpening

• Visits to professional barbers

• Greater risk of cuts and injuries

Gillette’s idea was revolutionary because users only needed to replace the blade while keeping 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 became extremely popular.

Several factors accelerated Gillette’s growth:

• Affordable replacement blades

• Easy home shaving

• Strong branding

• 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, those users continued buying Gillette products in civilian life, helping 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, making Gillette one of P&G’s flagship grooming brands.

Gillette has introduced many important shaving technologies.

1903

• Disposable double-edge safety razor

1971

• Trac II

• First twin-blade cartridge razor

1977

• Atra

• First pivoting-head razor

1985

• Lubricating strip

1990

• Sensor

• Spring-mounted blades

1998

• MACH3

• Three-blade technology

2006

• Fusion5

• Five-blade shaving system

2014

• FlexBall Technology

• Improved contour-following pivot

2018

• SkinGuard

• Designed for sensitive skin

2019

• GilletteLabs Heated Razor

• Electronically heated razor for added comfort

Gillette manufactures a wide range of men’s grooming products, including:

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

• Moisturizers

Deodorants

• Antiperspirants

• Body sprays

Gillette is well known for popularizing the “razor-and-blades” business model.

The model works as follows:

• The razor handle is sold at a relatively low price.

• 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:

• Premium

• High-performance

• Technology-driven

• Innovation-focused

• Trusted by professionals and consumers alike

Its products emphasize:

• Comfort

• Precision

• Skin protection

• Close shaving

• Long-lasting blade performance

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

“The Best a Man Can Get”

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

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

Gillette competes with brands such as:

• Schick

• Wilkinson Sword

• Harry’s

• Dollar Shave Club

• BIC

Gillette products are sold across:

• North America

• Europe

• Asia

• South America

• Africa

• 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

• 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 popularized by Gillette has become a classic example in business and marketing education.

Gillette is a pioneering American grooming brand founded in 1901 by King Camp Gillette. Its invention of the disposable safety razor transformed personal shaving and laid the foundation for more than a century of innovation. Now owned by Procter & Gamble, Gillette offers a broad range of razors, blades, shaving products, and grooming solutions, maintaining a strong presence in markets around the world through a focus on engineering, product performance, and brand recognition.