Church & Dwight To Acquire Sanitizer Brand Touchland
Church & Dwight Co., has agreed to acquire fragrance and hand sanitizer brand Touchland for $700 million. The company is positioning Touchland as its eighth power brand, according to Church & Dwight CEO Rick Dierker.
“Touchland has built a loyal consumer base through its differentiated consumer proposition and is driving growth in the hand sanitizer category,” said Dierker in a statement. “The brand skews towards younger consumers and already has a high level of brand loyalty and repeat purchase in line with category leaders.”
More About the Deal
Touchland was founded in 2010 by Andrea Lisbona and Ruggero Grammatico. Its products are currently marketed and sold in the U.S. and Canada, with a recent expansion in the Middle East through Sephora. Church & Dwight looks to accelerate the brand’s growth by expanding to select international markets.
The company’s net sales for the trailing twelve months through March 31 were $130 million. Church & Dwight expects them to grow double digits in 2025 and 2026.
Dierker said the deal aligns with the company’s merger and acquisition strategy, which only considers buy-outs for companies that are the No. 1 or No. 2 in their category, are asset-light, show growing potential and are gross margin accretive to the company.
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The deal is expected to close in the second quarter of 2025, and Touchland’s founders will continue running the business while leveraging Church & Dwight's scale and capabilities, which include AI-driven marketing boosts to make strong first impressions in “low-consideration categories.”
The company has been using AI targeting and creative optimization to improve interactions and conversion rates — an application it could transfer to Touchland’s growth strategy.
