No one turns their head when you pull hand sanitizer out of your bag. Historically,the mundane household item doesn’t draw all that much excitement. Unless, of course, you pull out a Touchland hand sanitizer. I’ve experienced, firsthand, how the small, square-shaped sanitizer can prompt intrigued reactions like, “What is that?”, Where’d you get that?”, and most notably “Is that designer?” That’s the Touchland effect. The hand-care brand, which first hit the market in 2018, found a way to transform a product as boring (but practical!) as hand sanitizer into something trendy.
Now, Touchland is setting out to do the same with perfume. The brand is introducing a new category to its personal-care product lineup with its latest launch: a hair and body mist! And because Allure editors happen to think the Power Essence Mist is easily more exciting than hand sanitizer (no shade—we still love Power Mist), we selected it as our first One to Watch honoree of 2025.
Overview
If you’re like me and are wondering where a body mist fits into the hand sanitizer family, according to Touchland’s CEO Andrea Lisbona, fragrance was always a part of the plan. The brand was founded in Barcelona in 2010, but it only began crafting the Power Essence Mist three years ago. “When we [launched], we knew that we would start with hand sanitizer,” Lisbona tells Allure. “But again, the connector between all of the categories that we have is that fragrance component.”
In those three years, Touchland was presented with 84 scents—in a variety of scent families—by fragrance partner Givaudan (the noses behind YSL Opium, Angel by Mugler, and Good Girl by Carolina Herrera), which the brand then narrowed down to eight scents: Lush Tropicale, Vanilla Velvet, Peachy Lychee, Mango Mojo, Sparkling Bergamot, Golden Amber, Cashmere Woods, and Rich Pistachio. “To create eight different scents and eight different moods felt like an accomplishment,” says Lisbona. “And to have created a fragrance collection where each one of them is as thoughtful as the next, it really feels like each one delivers a different sort of mood when you apply it.”
The base formula—alcohol denat, water, fragrance, niacinamide, panthenol, and sodium hyaluronate—went through 23 iterations, and each fragrance went through up to nine variations before the collection was complete. “We’re perfectionists, that’s why it takes so long,” says Lisbona. For the body and hair mist, Lisbona wanted to find the perfect balance between a formula that was “hydrating but non-sticky; refreshing but not creating any grease; at the same time, we needed to make sure that people enjoy using it,” she says.
