Blog

Mar 05, 2025

Buzzy Hand Sanitizer Brand Touchland Launches Body Mists

Touchland reached $100 million in sales in 2024. Touchland, the popular scent-focused hand sanitizer brand, has officially launched into the fragrance category with its Power Essence Body Mists. With

Touchland reached $100 million in sales in 2024.

Touchland, the popular scent-focused hand sanitizer brand, has officially launched into the fragrance category with its Power Essence Body Mists.

With an initial collection of eight body sprays launched in February, including scents like Peachy Lychee, Mango Mojo, and Golden Amber, Touchland is attempting to expand beyond its sanitizer, which became a hit in 2020 during the onset of the Covid-19 pandemic. Touchland launched in 2018 and has since grown to $100 million in 2024 sales, selling its products at Sephora, Target and Ulta Beauty.

The eight sprays were designed to be skin—and hair-friendly. They contain hyaluronic acid, niacinamide, and panthenol to keep hair shiny and prevent it from drying out, as can be the case with alcohol-based personal fragrances. The fragrances also feature MoodScentz Technology, a set of mood-enhancing properties developed by Touchland’s fragrance partner, Givaudan. Mood-boosting properties have been a niche component of the fragrance industry for several years, including brands like Charlotte Tilbury and wellness brand The Nue Co.

However, using a niche feature like MoodScentz might make sense when branching into a buzzy and busy category like fragrance. In addition to Touchland, beauty brands like Sol de Janeiro, Charlotte Tilbury, Merit Beauty, and fashion brands LoveShackFancy and Cult Gaia have all ventured into the fragrance space via body sprays or perfumes.

According to retail data firm Circana, fragrance led sales across mass and prestige beauty categories in 2024. For the first time, fragrance is now the second-largest category in prestige beauty behind makeup, dethroning skin care. The category comprised 28% of overall beauty sales in the channel, with body sprays growing 94 percent year-over-year.

“Body sprays have been a major trend within the fragrance category for the past few years. Young girls, in particular, who were not avid fragrance users found this an easy way to enter the category,” said Linda Levy, president of the industry group Fragrance Foundation.

Andrea Lisbona, founder and CEO of Touchland, said customers buy Touchland first and foremost because of its scent offerings and sleek packaging. The blend of form and functionality attracts people, and they know they don’t have to sacrifice aesthetics or even skin health when they use Touchland, as the brand has items suitable for sensitive skin.

“As we’ve seen [our business] explode and grow, we realize people are using [sanitizer sprays] many times throughout the day, and it starts affecting their skin and your hair,” she said. “We wanted to do the same for body spray what we did for hand sanitizer, which merges fragrance with skin care. [The sprays] offer a skincare infused formula, in a way where you don't have to sacrifice your hair or skin.”

She added that the average Touchland order is five or six units. It’s supposedly a status symbol among teens; kids commonly trade and rate the scents.

“If you create an amazing product, it creates an organic buzz. But it all starts with taking product development very seriously,” said Lisbona.

But that’s not to say there isn’t a marketing campaign behind the new body sprays. For the first time, Touchland created a television commercial and out-of-home advertising, plus in-real-life customer activations. The commercial features a series of actors dressed to represent the color of each fragrance, explaining how they want to feel, such as “peachy” and “like nobody else.”