How Touchland Scored a $700 Million Exit by Making Hand Sanitizer Sexy
In a world where hand sanitizer was once seen as a bland, utilitarian product, Touchland dared to be different. Founded in 2014 by Andrea Lisbona and her husband Ruggero Grammatico, the company set out to redefine hand hygiene as a lifestyle and beauty essential. What began as a small startup in Spain evolved into a global phenomenon, capturing the attention of millions and eventually landing a $700 million exit with consumer goods giant Church & Dwight.
Touchland’s journey to success began with a simple yet bold idea: hand sanitizer didn’t have to be boring. While traditional products focused solely on function, Lisbona and Grammatico envisioned a product that would blend sleek design, pleasant scents, and skin-friendly ingredients. This vision resonated deeply with consumers, particularly younger audiences who craved products that aligned with their values of sustainability, aesthetics, and self-care.
A Kickstarter Campaign That Sparked a Movement
In 2018, Touchland launched its U.S. operations with a Kickstarter campaign that quickly went viral. The campaign raised $67,622—more than 450% of its original goal—thanks to over 1,300 backers eager to embrace the brand’s innovative approach. This early momentum was just the beginning of Touchland’s meteoric rise.
The brand’s flagship product, *Touchland’s Power Mist*, became the cornerstone of its success. Housed in a colorful, portable bottle, the mist delivered over 500 sprays of a unique formula combining denatured ethyl alcohol, aloe vera, and essential oils. Unlike traditional hand sanitizers that left hands dry and sticky, Power Mist promised to kill germs without compromising on skin health or user experience.
From Niche to Mainstream: How Touchland Won Over Consumers
Touchland’s emphasis on design and aesthetics struck a chord with younger consumers, who began sharing the product on social media platforms like TikTok and Instagram. The brand’s sleek, reusable packaging and modern fragrances turned hand sanitizer into a status symbol, something people proudly displayed rather than hid in their pockets or purses.
The COVID-19 pandemic further accelerated Touchland’s growth. As hand hygiene became a global priority, the brand sold out within a week, with over 34,000 customers joining a waitlist on its website. Between March and May 2020 alone, Touchland fulfilled up to 700 orders per day, solidifying its position as a leader in the hand care market.
A New Era of Hygiene: From Workplace Staple to Lifestyle Essential
Touchland’s success wasn’t just about meeting demand during a crisis—it was about redefining hand hygiene as a lifestyle choice. The brand’s products became a workplace necessity, a social staple, and even a popular gift. By framing hand sanitizer as part of a broader “#highfiveliving” movement, Touchland encouraged consumers to embrace hygiene as a form of self-care and connection.
By early 2025, Touchland had expanded to more than 2,500 U.S. stores, including major retailers like ULTA and Sephora, and entered international markets such as the Middle East. Its commitment to sustainability further set it apart, with partnerships like PCX helping to remove over 564,000 kilograms of plastic waste since 2021.
These efforts paid off. By 2025, Touchland had become the second-largest hand sanitizer brand in the U.S. and the fastest-growing in its category, with trailing twelve-month net sales of $130 million. Its double-digit growth and loyal customer base caught the attention of Church & Dwight, a leading consumer goods company, which announced a $700 million deal to acquire Touchland in May 2025.
A Legacy of Innovation and Entrepreneurial Ambition
For Andrea Lisbona, Touchland’s journey represents more than just a business success story—it’s a testament to the power of innovation and entrepreneurial vision. “We wanted to transform something mundane into something delightful, irresistible, and essential,” Lisbona reflected. With its acquisition by Church & Dwight, Touchland is poised to continue its mission, inspiring a new generation of consumers to rethink the way they approach everyday essentials.
Design Innovation and Strategic Marketing: The Key to Touchland’s Viral Success
Touchland’s rise to fame can be attributed to its relentless focus on design innovation and strategic marketing. By blending elemental design with moisturizing ingredients, the brand created a product that was as visually appealing as it was functional. The Power Mist’s sleek, portable design and vibrant colors made it a standout in a market dominated by bland, utilitarian hand sanitizers.
The brand’s emphasis on user experience extended beyond the product itself. Touchland’s marketing campaigns were meticulously crafted to resonate with younger audiences, leveraging social media platforms like TikTok and Instagram to create a sense of community and shared values. This strategic approach not only drove sales but also turned Touchland into a cultural phenomenon, with users proudly showcasing the product in their daily lives.
Social Media and the Rise of a Status Symbol
Touchland’s viral popularity on social media was a turning point in its journey. The brand’s products became a status symbol, with users flaunting their colorful Power Mist bottles on platforms like TikTok and Instagram. This organic word-of-mouth marketing played a crucial role in establishing Touchland as a must-have accessory, particularly among Gen Z and millennials.
The brand’s ability to tap into the cultural zeitgeist was further amplified by its commitment to sustainability. Touchland’s partnership with PCX and its efforts to remove over 564,000 kilograms of plastic waste since 2021 resonated deeply with eco-conscious consumers. This focus on environmental responsibility not only enhanced the brand’s appeal but also reinforced its position as a leader in the hand care market.
A Strategic Acquisition and the Future of Touchland
In May 2025, Touchland’s success caught the attention of Church & Dwight, a leading U.S. consumer goods company. The acquisition, valued at $700 million with a potential total of up to $880 million, marked a new chapter for the brand. Church & Dwight’s decision to keep Touchland’s founders and Miami-based team in place underscored its confidence in the brand’s vision and growth potential.
With Church & Dwight’s resources, Touchland is poised to expand its reach and continue its mission of redefining everyday essentials. The brand’s double-digit growth trajectory and loyal customer base provide a strong foundation for future success. As Touchland joins Church & Dwight’s roster of “power brands,” it remains committed to its core values of innovation, sustainability, and delivering delightful, essential products to consumers worldwide.
Conclusion
Touchland’s remarkable journey from a small startup in Spain to a $700 million acquisition by Church & Dwight is a testament to the power of innovation and strategic vision. By redefining hand sanitizer as a lifestyle and beauty essential, Touchland captured the hearts of millions, particularly younger audiences who valued aesthetics, sustainability, and self-care. The brand’s emphasis on design, user experience, and social media marketing not only set it apart in a crowded market but also turned it into a cultural phenomenon. As Touchland continues its mission under Church & Dwight, it remains a shining example of how transforming everyday essentials can lead to extraordinary success.
FAQ
- How did Touchland make hand sanitizer “sexy”?
- Touchland redefined hand sanitizer by blending sleek design, pleasant scents, and skin-friendly ingredients, turning it into a lifestyle and beauty essential.
- What was the role of Kickstarter in Touchland’s success?
- Touchland’s 2018 Kickstarter campaign raised $67,622, exceeding its goal by 450%, and sparked a movement that launched the brand into the U.S. market.
- How did the COVID-19 pandemic impact Touchland’s growth?
- The pandemic accelerated Touchland’s growth, with the brand selling out within a week and fulfilling up to 700 orders per day between March and May 2020.
- What made Touchland’s Power Mist unique?
- Power Mist combined denatured ethyl alcohol, aloe vera, and essential oils, offering a non-drying, non-sticky alternative to traditional hand sanitizers.
- How much was Touchland acquired for?
- Touchland was acquired by Church & Dwight for $700 million, with a potential total of up to $880 million.
- Is Touchland committed to sustainability?
- Yes, Touchland partnered with PCX to remove over 564,000 kilograms of plastic waste since 2021, reinforcing its commitment to environmental responsibility.