Touchland’s 123% Q2 sales surge: A blueprint for personal care brands

Touchland, known for its innovative hand sanitizer mists, has reported a 123% increase in sales for Q2 2024. This comes after a company record-breaking 203% growth in 2023, underscoring the brand’s continued momentum in a highly competitive market.

“This quarter’s outstanding performance underscores the strength of our brand and the sustained demand for Touchland products,” said Andrea Lisbona, founder of Touchland. For manufacturers and suppliers in the cosmetics and personal care industries, Touchland’s growth offers valuable insights into the power of brand differentiation, strategic retail placement, and consumer engagement.

Touchland’s experience highlights the importance of maintaining momentum through innovative products and strategic business decisions, lessons that can be applied to a wide range of personal care products. We spoke to Lisbona for her insights into the key drivers behind the company’s consistent sales growth, including the brand’s retail expansion strategies and how Touchland is preparing to sustain its success in the personal care space through consumer engagement.

Retail expansion and strategic partnerships

A crucial factor in Touchland’s success has been its expanding retail presence. The company has focused on increasing its footprint in premium beauty retailers such as Sephora and ULTA Beauty. This year, the company nearly doubled its endcaps at Sephora stores, significantly increasing customer exposure.

“This growth effort builds on the lessons we’ve learned from past expansions, particularly the importance of strategic placement and effective in-store visibility,” said Lisbona. “By increasing our presence, we aim to enhance customer accessibility and engagement.”

For cosmetics and personal care product suppliers, Touchland’s strategic retail approach offers a blueprint for scaling distribution channels and maximizing brand visibility. With the growing importance of retail partnerships, particularly in prestige markets, Touchland’s model illustrates the benefits of leveraging strategic in-store positioning to capture consumer attention.

Celebrity endorsements and influencer impact

Touchland’s growth isn’t just attributed to smart retail moves. Its partnerships with high-profile celebrities and influencers, such as Madison Beer and Alix Earle, have significantly boosted the brand’s online visibility and consumer engagement.

These endorsements, however, have remained organic, aligning with Touchland’s commitment to authenticity. “By naturally attracting notable personalities who genuinely love our products, we’ve seen a significant boost in our brand’s online visibility and engagement,” Lisbona explained. “Their organic love for the brand helps amplify our reach and connect with extensive audiences in an authentic and relatable way.”

This focus on organic growth through influencer partnerships serves as a case study for manufacturers and suppliers seeking to integrate modern marketing strategies into their growth plans. Authenticity and genuine partnerships can drive engagement without feeling forced, making them valuable tools for building trust with consumers.

Innovation driven by consumer feedback

Innovation is at the core of Touchland’s product development strategy, as seen in the recent launch of Gentle Mist, a hand sanitizer designed for consumers with sensitive skin. Like others in the Touchland portfolio, this product was developed in direct response to consumer feedback, demonstrating the importance of listening to customer needs.

“We want to ensure we listen to our customers and provide an experience that they look forward to, by elevating their everyday habits into rituals they thoroughly enjoy,” Lisbona said. “We’ve always had an Unscented Power Mist for those who are sensitive to scented products, but the Gentle Mist is made with a delicate Lily of the Valley scent with moisturizing ingredients, so it is safe to use for those with sensitive skin types.”

For product manufacturers and suppliers, this example reinforces the significance of agile product development that responds directly to evolving market demands. Creating products that solve real consumer pain points in a crowded marketplace can help brands stand out.

Commitment to sustainability

Another area where Touchland has continued to evolve is sustainability. With growing consumer demand for environmentally responsible products, Touchland has made significant strides in reducing its plastic footprint.

The company’s partnership with Plastic Credit Exchange (PCX) has played a pivotal role in its sustainability efforts, contributing to the removal of over 180 million pounds of plastic waste from landfills and oceans.

“Our products can’t be refilled due to contamination risks, but we’ve taken proactive steps to address our plastic footprint by partnering with PCX,” Lisbona explained. Further, she added, “This collaboration has allowed us to become a plastic cleanup partner by funding cleanup projects, and we also prioritize supporting women-led organizations in low-income communities to ensure that our efforts have a positive local impact.”

As sustainability remains a top priority for cosmetics and personal care manufacturers, Touchland’s approach exemplifies how brands can address environmental concerns while maintaining product integrity. For suppliers looking to enhance their sustainability practices, Touchland’s partnership-driven initiatives offer inspiration for reducing waste and promoting eco-friendly solutions.

Preparing for future growth

Touchland’s future growth strategy focuses on staying ahead of market trends and consumer preferences. The company’s upcoming product releases will focus on creative, nostalgic elements that resonate with modern consumers seeking innovation and fun in their beauty routines.

“Our upcoming releases are crafted with a Touchland twist, focusing on innovation and creativity that set us apart from typical beauty brands,” Lisbona said. “We’ve observed a growing consumer interest in playful and nostalgic elements, which has inspired us to think outside the box and introduce scents that evoke emotions and challenge the status quo.”

For product manufacturers and suppliers, this serves as a reminder of the importance of aligning future product launches with consumer insights, offering unique experiences that differentiate from the competition.

Touchland’s notable Q2 2024 growth, strategic retail expansions, influencer partnerships, and innovative products provide valuable lessons for cosmetics and personal care manufacturers and suppliers. By focusing on authenticity, responding to consumer feedback, and staying committed to sustainability, Touchland has solidified its position as a leader in the personal care space. As the brand continues to push boundaries, its journey offers essential insights into how innovation, strategic partnerships, and a customer-first approach can drive long-term success in a competitive market.