Exclusive: Touchland Unveils First Fragrance Collection

What do a hand sanitiser and a beauty product have in common?

Not much, until Andrea Lisbona founded the personal care brand Touchland in 2010, which distilled sanitisers enhanced with moisturising ingredients and fragrances into pocket-sized rectangular bottles sold at Sephora. Now, they’re taking their entry into beauty a step further with a fragrance collection.

The Power Essence body and hair fragrance mist, in eight scents, will be available for $20 at Sephora, Ulta Beauty and on Touchland’s website from Feb. 3. It’s the first category expansion in 15 years for the brand, which exceeded $100 million in revenue last year.

“We started with hand sanitiser, but our goal has always been to look for those categories that are cross generational, for every gender, and so on,” Lisbona said, teasing more launches to come throughout 2025. “Our goal is to really own those sensorial on-the-go essentials.”

Like the sanitisers, the Power Essence mists are bottled in flat, 60mL flagons and sized for pockets or purses. The scent collection, with names like Lush Tropicale, Vanilla Velvet and Rich Pistachio, were created with the fragrance and flavors conglomerate Givaudan, who lent two of their own proprietary technologies: “Moodscentz”, to lift spirits, and “Inno Eliminaze”, to cancel out bad odor.

Despite its wide demographic net, Touchland’s sanitisers are particularly coveted among Gens Z and Alpha for their sweet scents and collectability. The brand has developed a fervent following; Lisbona receives stacks of letters from young fans, some of whom dressed up as Touchland dispensers last Halloween.

“I feel like Taylor Swift!” she joked. Still, she believes the brand has a long way to go when it comes to increasing awareness outside their most devoted fans.

“2025 is the time for the brand to really present ourselves to the world,” she said.

Lisbona founded Touchland in her native Spain in 2010, with the intent to make a hand sanitiser that was pleasurable to use. When demand for hand sanitiser peaked in 2020, Touchland sold out its inventory and had a waitlist of over 34,000 customers. By the end of the year, Power Mists were sold at Bloomingdale’s, Urban Outfitters and Ulta Beauty. The brand’s growth has only continued to explode since; it’s gone from an estimated $12 million net sales in 2020 to over $100 million in revenue in 2024. That year, Touchland began working with creative agency Mythology to update their creative and marketing in preparation for its category expansion.

The brand maintained momentum by scaling up its B2B business selling its larger Kub dispensers to office buildings and retailers (which were discontinued in 2022 “as demand for the Mists exploded”, the brand clarified), gradually increasing its distribution and slowly augmenting its hand sanitiser collection to include more scents and technologies; a Glow Mist, made with anti-aging ingredients, launched when the brand entered Sephora and Target in late 2021.

The Power Essence fragrance mist will take over 2400 end-cap displays in Ulta Beauty and Sephora stores. This year, the brand will also expand to Sephora in Canada and the Middle East. Product innovation is a priority for 2025, as well as shoring up the brand’s identity, beginning with its signature rectangular atomiser. Touchland has patented its packaging design since 2020, but more recently began using AI software to flag copycats.

“The vessel is so important, it’s as important as the juice,” Lisbona said. “That’s what makes it a beauty product.”

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