Church & Dwight to Acquire Fast-Growing Hand Sanitizer Brand “Touchland” for Up to $880 Million

On May 12, U.S. consumer goods giant Church & Dwight announced it had signed a definitive agreement to acquire Touchland, a rapidly growing brand in the hand sanitizer market. The deal is valued at $700 million in cash and restricted stock, with an additional earn-out of up to $180 million contingent on Touchland’s 2025 sales performance, bringing the total potential purchase price to $880 million. The transaction is expected to close in the second quarter of 2025.

Touchland has gained popularity among Gen Z and millennial consumers and currently ranks as the #2 hand sanitizer brand in the U.S. market. Known for its sleek, functional design and diverse range of fragrances, the brand is sold at curated retailers such as Sephora and Urban Outfitters.

Church & Dwight CEO Rick Dierker stated, “We are thrilled to add Touchland as our 8th power brand to our portfolio of market leading brands. Further, we’re excited to welcome the Touchland team to Church & Dwight and partner with its founders, Andrea Lisbona & Ruggero Grammatico to drive the next stage of growth for the brand.”

As of March 2025, Touchland reported approximately $130 million in revenue and $55 million in EBITDA (earnings before interest, taxes, depreciation, and amortization) over the trailing twelve months. In addition to its U.S. and Canadian presence, the brand recently expanded into the Middle East via Sephora. Leveraging Church & Dwight’s global infrastructure, the company plans to accelerate Touchland’s international growth.

Based in Miami, Touchland will retain its current leadership and staff post-acquisition. Dierker emphasized that asset-light, agile brands like Touchland are a perfect strategic fit for Church & Dwight’s portfolio.

Founder Andrea Lisbona also shared her excitement, stating, “My vision is to have a Touchland product in the hands of every consumer. I am condent this vision will be accelerated by leveraging Church & Dwight’s expertise and scale to introduce Touchland to more consumers globally. Our journey is still in the early innings and Church & Dwight is the right partner to take Touchland through its next stage of growth.”

The acquisition is expected to be neutral to Church & Dwight’s 2025 EPS (earnings per share), but is projected to be 3% accretive to cash earnings in 2026.

As visual appeal and brand experience become increasingly critical in the beauty and wellness sector, Touchland’s ability to blend aesthetics with function positions it to gain even more influence in the fashion and lifestyle space moving forward.