Story of Touchland: $880 Million Hand Sanitizer Brand
Story of Touchland:
In 2018, Andrea Lisbona launched Touchland in Spain with a
daring vision: to transform something as ordinary as hand sanitizer into a
lifestyle product. Coming from a family of entrepreneurs, Andrea wanted to
challenge the dull and sterile image of sanitizers. She believed everyday
essentials could be elevated into exciting, joyful experiences. With this idea,
she set out to reimagine hygiene with beauty, design, and emotion at the core.
Moving to the United States
Andrea soon realized that the U.S. was a better stage for
her vision. She relocated Touchland to Miami, Florida, and started building the
brand from the ground up. Unlike typical sanitizers used mainly in hospitals,
Touchland’s sleek, portable bottles with moisturizing formulas aimed to delight
consumers and make hygiene fashionable. It wasn’t just about killing germs
anymore—it was about creating a stylish accessory people loved carrying.
The Kickstarter Boost
To bring her vision alive, Andrea launched a Kickstarter
campaign. The campaign gained tremendous support from early believers who loved
the concept of “hygiene with style.” This initial success gave Touchland both
funding and credibility. The backing of this passionate community helped the
brand take its first steps into the competitive personal care market.
Finding the White Space
By 2019, Touchland had carved out a white space in the
market. While traditional sanitizers focused on sterility, Touchland leaned
into emotion, design, and fragrance. Consumers wanted more than just clean
hands—they wanted products that felt good, smelled good, and looked good.
Touchland’s sleek square bottles and curated scents made it stand out as a
beauty-adjacent brand instead of a basic commodity.
Brand as an Asset
Andrea knew that a great product alone wasn’t enough. She
invested in building a powerful brand identity. The packaging resembled a tech
gadget, and Touchland partnered with cultural icons like Disney and Crocs.
These collaborations helped it reach Gen Z, celebrities, and trendsetters.
People didn’t just use Touchland—they posted it, gifted it, and even collected
it, turning it into a lifestyle symbol.
Rising Demand During the Pandemic
The COVID-19 pandemic in 2020 created an unprecedented
demand for sanitizers. While many brands rushed to sell in bulk, Touchland
stayed consistent with its premium positioning. Its moisturizing,
fragrance-rich sanitizers became a go-to product for style-conscious consumers.
Unlike others, Touchland wasn’t just a necessity during the crisis—it was a
desirable accessory that fit into people’s daily routines.
Scaling Traction
Touchland’s growth wasn’t based on one viral moment.
Instead, it expanded steadily across direct-to-consumer sales, retail stores,
and new product formats. By diversifying its channels and consumer base,
Touchland showed investors it had long-term potential. This approach built
trust and proved that the brand could scale sustainably, even in a crowded
category.
Impressive Growth Numbers
By 2021, Touchland’s net sales reached $11.5 million. This
was just the beginning of an explosive growth journey. Within a few years,
sales skyrocketed to $130 million, positioning Touchland as the second-largest
hand sanitizer brand in the U.S., only behind Purell. For a brand once
considered a niche idea, this was a groundbreaking achievement.
Playing the Long Game
What made Touchland special was its patience. The company
wasn’t built for a quick exit. Instead, Andrea and her team focused on
consistency, thoughtful execution, and consumer loyalty. They built a community
that loved the brand beyond just the product. This long-term mindset created a
foundation strong enough for massive expansion without losing its original
charm.
Expanding the Product Line
Touchland didn’t stop at sanitizers. Inspired by the
philosophy of making everyday essentials exciting, the brand introduced body
and hair fragrance mists. These new products followed the same formula—stylish
design, sensorial delight, and premium quality. With each launch, Touchland
reinforced its identity as more than a sanitizer company. It became a self-care
brand that aimed to spark joy.
Story of Touchland: $880 Million Hand Sanitizer Brand#startup#agenet worth#investor#net worth#investor#AI story#Touchland story#Hand Sanitizer Brand
Reaching Major Retail
By this time, Touchland products were available in over
2,500 U.S. stores, including beauty giants like ULTA and Sephora. Being placed
in these stores gave Touchland the credibility of a skincare brand rather than
a mundane hygiene product. Its presence on shelves next to high-end beauty
items elevated its image further and captured the attention of new customers.
The Big Acquisition Deal
In 2025, Touchland achieved its biggest milestone. Church
& Dwight, a global personal care company, announced the acquisition of
Touchland for up to $880 million. The deal included $700 million in cash and
restricted stock, with an additional $180 million as an earn-out based on 2025
net sales. This acquisition marked a massive win for a brand that had started
with a small vision just seven years earlier.
Lessons for Entrepreneurs and Investors
The Touchland story became a case study for startups and
investors alike. For entrepreneurs, it showed that proving brand defensibility,
consumer loyalty, and operational readiness is more important than just showing
market demand. For investors, it highlighted the value of spotting brands that
build emotional connections and cultural credibility, not just sales numbers.
The Legacy of Reinvention
Touchland’s journey proved that even the most overlooked
products can be reinvented into extraordinary experiences. By focusing on
design, fragrance, and branding, Andrea Lisbona transformed a basic sanitizer
into a multi-million-dollar lifestyle brand. From a Kickstarter dream in Spain
to a $880 million acquisition in the U.S., Touchland stands as proof that any
category—no matter how boring it seems—can be disrupted and reimagined into
something magical.
Touchland Timeline
- 2018
– Launch in Spain
Andrea Lisbona founded Touchland with the vision to reinvent hand sanitizers into stylish lifestyle products. - 2018
– Relocation to the U.S.
Andrea moved the company to Miami, Florida, to capture a larger market and expand internationally. - 2018–2019
– Kickstarter Campaign Success
Touchland’s Kickstarter campaign gained early community support, funding its first product launch. - 2019
– Identified White Space
Positioned hand sanitizer as a beauty-forward, fragrance-rich product rather than a sterile hospital supply. - 2019–2020
– Brand Collaborations
Built cultural credibility with partnerships including Disney and Crocs, appealing to Gen Z and trendsetters. - 2020
– Pandemic Boost
During COVID-19, Touchland gained huge traction as consumers sought stylish yet functional sanitizers. - 2020–2021
– Retail Expansion
Expanded across direct-to-consumer sales and retail, building sustainable multi-channel growth. - 2021
– Sales Milestone
Net sales reached $11.5 million, marking a turning point for the brand. - 2021–2023
– Rapid Growth
Consistent execution grew annual sales to $130 million, making Touchland the second-largest U.S. sanitizer brand. - 2023
– Product Diversification
Introduced body and hair fragrance mists, moving beyond sanitizers into self-care. - 2023–2024
– Major Retail Placement
Products became available in 2,500+ stores, including ULTA and Sephora. - 2025
– Acquisition by Church & Dwight
Touchland was acquired for $880 million ($700M cash + $180M earn-out), solidifying its success story. - 2025
and Beyond – Legacy of Reinvention
Touchland continues to inspire by proving even ordinary products can be transformed into extraordinary lifestyle essentials.
