Company case study
Touchland
Touchland is a hand sanitizer company that reimagined hand sanitizer as a luxury product, focusing on aesthetics and pleasant scents. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify" (aired June 12, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | “$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify |
| Aired | June 12, 2025 |
| Revenue and traction | $130 million in revenue projected for the current year and an EBITDA of $55 million. Raised $67,000 on Kickstarter initially. |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
“$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify · aired June 12, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
The brand has successfully transformed a utilitarian product into a desirable item by making it visually appealing and smelling good, thus changing consumer perceptions and usage.
Founding story
The founder started distributing hand sanitizer in Africa and identified the need to make hand sanitizer more attractive and marketable.
The playbook
Key strategies include creating collaborations with popular brands and focusing on design and scent to differentiate the product.
Also mentioned
Recently acquired for $880 million, showing significant growth potential, especially during the COVID pandemic.