'Not just hand sanitizer': How Touchland built an $880 million brand

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This week, we're joined by Touchland co-founder & CEO Andrea Lisbona, who turned an overlooked essential into a brand with $100 million in annual sales. Now, her company is being acquired for up to a whopping $880 million. From rebuilding after a "rock-bottom moment" to landing in Sephora and Ulta, Lisbona shares how she made people want to use hand sanitizer. With a cult following and expansion into all kinds of personal care products, Touchland now says one of its items sells roughly every two seconds.  In this interview, we get into:  Building from scratch to grow a waitlist of nearly 35,000 people Overcoming skepticism to become a true category creator Rebuilding after a Covid supply chain crisis that left it without product for a year Lessons from the playbooks of Apple, Dyson and Nespresso Why Touchland doesn't see itself as a direct competitor to Purell or Dettol How the brand got into both Sephora and Ulta Beauty Personal sacrifice and the pressure of always looking to what's next Landing partnerships with Disney, Blackpink and Hello Kitty creator Sanrio What's next as Touchland looks to go global  About Behind the Business: Behind the Business is a video series and podcast hosted by Michelle Toh, CNN and Fortune alum, that explores the decisions and philosophies behind today's most influential leaders. Recorded in person across the US, the show is grounded in the belief that business is in fact personal, providing the backstories of founders, corporate leaders, investors and creators and how they push through to make the most of both work and life each day. What's the worst day you've faced at your company? How do you cope with crisis or rejection? Or what's a pinch-me moment you'll never forget? In each episode, guests get into it all. New episodes every Thursday.  About Michelle Toh: Michelle Toh is an award-winning international journalist. She has covered some of the top stories in global business and tech, most recently as a reporter based in Hong Kong appearing across CNN's digital and televis