Church & Dwight to Acquire Hand Sanitizer Brand Touchland

Church & Dwight has announced its intent to acquire Touchland, a premium hand sanitizer brand known for its sleek packaging, fragrance-forward products, and strong Gen Z following.

Founded in 2018, Touchland has carved out a distinctive space in the personal care category by combining functional hygiene with aspirational aesthetics. The brand gained popularity through social media and direct-to-consumer channels before expanding into retail, positioning itself as a lifestyle-driven alternative to traditional hand sanitizers.

The acquisition aligns with Church & Dwight’s ongoing strategy to expand its personal care portfolio and attract younger, design-conscious consumers. Touchland will join a brand family that includes Batiste, Hero, and TheraBreath — all of which have leveraged premium positioning to drive high-margin growth.

corpbrief insight:

For Church & Dwight, Touchland isn’t just a hygiene play — it’s a brand credibility boost with the next generation. Function met fashion, and now it’s scaling.