On May 12, 2025, Church & Dwight signed a definitive agreement to acquire the Touchland brand for a price of $700 million, plus an additional payment up to $180 million contingent on the brand’s net sales in 2025.
Touchland is one of the fastest growing brands in the hand sanitizer category in the United States and recently launched its own hair and body fragrance mists. The brand’s net sales for the trailing 12 months through March 31 were approximately $130 million.
“We are thrilled to add Touchland as our eighth power brand to our portfolio of market-leading brands,” said Rick Dierker, chief executive officer of Church & Dwight. “Touchland has built a loyal consumer base through its differentiated consumer proposition and is driving growth in the hand sanitizer category. The brand skews towards younger consumers and already has a high level of brand loyalty and repeat purchase in line with category leaders.”
Founder and chief executive officer of Touchland Andrea Lisbona added, “My vision is to have a Touchland product in the hands of every consumer. I am confident 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 transaction is expected to close in the second quarter of 2025. Company officials at Church & Dwight have confirmed that they will maintain Touchland’s Miami location and retain its employees.
