WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition
Gillette
Gillette is a men's grooming brand founded in 1901 as the American Safety Razor Company and based in Boston, Massachusetts. Procter & Gamble acquired it in 2005. P&G's Grooming segment, which includes Gillette and Braun, recorded net sales of US$6.9bn in the year to June 2026, up 4%, and the parent holds Moody's Aa3 and S&P AA- ratings. The brand's name is on Gillette Stadium, with naming rights through 2031. WCRC's research found the brand strongest in parent financial strength, in reliable supply through P&G's network, in recall so strong the name is synonymous with razors, and in a long-held 'The Best a Man Can Get' positioning backed by blade quality.
- Sector
- Consumer & FMCG
- Region
- Americas
- Country
- United States
- WCRC research
- Full 50-parameter assessment
What WCRC found
So well known that Gillette is synonymous with razors around the world.
Clear, long-held 'The Best a Man Can Get' positioning, backed by a reputation for quality blades.
Backed by parent P&G's Aa3/AA- ratings and reliable worldwide supply chain.
What holds it back: Disposable plastic razors create waste, and the backlash to the 2019 'We Believe' advert still colours views of the brand's purpose messaging.
Status in the 2026 edition
Gillette was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.
WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.
Most powerful Consumer & FMCG brands
#2 LEGO, #12 adidas, #15 Dove, #17 Coca-Cola, #20 L'Oréal Paris, #25 Red Bull
Questions people ask
Is Gillette in the WCRC World's Most Powerful 100 Brands 2026?
Gillette was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.
Which Consumer & FMCG brands are ranked in 2026?
The most powerful Consumer & FMCG brands in the 2026 ranking are LEGO (#2), adidas (#12), Dove (#15), Coca-Cola (#17), L'Oréal Paris (#20), Red Bull (#25).