Church & Dwight announced it has signed a definitive agreement to acquire the Touchland brand for $700 million at closing, consisting of cash and Church & Dwight restricted stock, and a payment up to $180 million contingent on the achievement of Touchland’s 2025 net sales for a total purchase price of up to $880 million.
Touchland is known as the fastest growing brand in the hand sanitizer category in the United States and it is the #2 hand sanitizer in the category. The deal, which is subject to customary closing conditions, is expected to close in the second quarter.
Touchland’s net sales for the trailing 12 months through March 31, 2025 were approximately $130 million. And the products are currently marketed in the U.S. and Canada and recently launched in the Middle East with Sephora. Touchland’s trailing 12 months EBITDA as of March 31, 2025 was approximately $55 million.
Advisors: Proskauer Rose acted as legal advisor to Church & Dwight. And Touchland was advised by Vicente & Partners as exclusive financial advisor and Cooley as legal advisor.
KEY QUOTES:
“We are thrilled to add Touchland as our 8th power brand to our portfolio of market leading brands. Further, we’re excited to welcome the Touchland team to Church & Dwight and partner with its founders, Andrea Lisbona & Ruggero Grammatico to drive the next stage of growth for the brand.”
“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.”
“We are excited to partner with Andrea, Ruggero and the team to innovate and build a premium personal care brand which consumers love. Recently, Touchland has expanded into Canada and the Middle East and we plan to leverage our capabilities to accelerate the growth of Touchland in select international markets. Touchland’s founders are expected to remain and continue to run the business while leveraging Church & Dwight’s scale and capabilities. We intend to maintain the Miami location and retain Touchland’s employees. Touchland is nimble and asset light and should be an excellent fit at Church & Dwight.”
“This acquisition meets our long-standing acquisition criteria: (1) #1 or #2 brand in a category; (2) asset-light; (3) a growing brand; and (4) gross margin accretive to the Company. Acquisitions have been a key driver of Church & Dwight’s consistently strong shareholder returns.
Rick Dierker, Church & Dwight’s Chief Executive Officer
“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 acquisition is expected to be neutral to the Company’s 2025 EPS, inclusive of transition costs, acquisition-related expenses, foregone interest income, intangible amortization expense, and incremental marketing. In addition, adjusted earnings in 2025 and future years will exclude the impact of restricted stock which will be treated as compensation.
“Touchland’s net sales are expected to grow double digits in both 2025 and 2026. In 2026, the acquisition is expected to be 3% accretive to cash earnings. With this acquisition announced, our strong balance sheet continues to give us the flexibility to pursue additional accretive acquisitions.”
Andrea Lisbona, Founder/CEO, Touchland
