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Good morning,
Here’s what you’ll find in today’s DTC:
💰 Touchland’s Lux Positioning
How its site creates a premium experience.
❗ Q2 Takeaways for Q4
Meta insights and planning ahead.
📦 Daily Tariff Update
Tensions rise between the U.S. and China.
🤖 Builder.ai Goes BankruptWhat happened to the Microsoft-backed startup?
You’re reading this newsletter along with new subscribers from: Saltair, Grasshopper Mowers, and Kroft. 👋
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💡 How Touchland Revolutionized The Hand Sanitizer Category
Touchland is one of the fastest-growing brands in the hand sanitizer category in the U.S., making an estimated $130 million in the past year.
The brand is responsible for revolutionizing the category with innovative designs and unique scents.
Recently, they were acquired for $700 million by consumer goods giant Church & Dwight.
What’s the appeal of Touchland?
Other than getting consumers excited about purchasing a $20 hand sanitizer?
Their audience is extremely brand loyal and makes repeat purchases despite the hefty price tag.
Here’s how Touchland markets its product through its website:
1️⃣ Delivers a premium experience: You can tell Touchland invested a lot in beautiful visuals. Polished photography, multimedia, and dynamic elements keep young users immersed in the online shopping experience.
2️⃣ Website copy mimics the fragrance playbook: Touchland’s PDPs strongly emphasize scent, similar to high-end fragrance brands.
The product copy repeatedly mentions taking customers on a ‘sensory journey’ that can ‘move your mood,’ blurring the lines between wellness, health, and fragrance.
3️⃣ Promotes newness regularly: Touchland regularly introduces new scents or releases high-profile collabs with partners like Disney and Sanrio to keep loyal customers excited.
4️⃣ Give options, raise AOV: Touchland offers eleven bundling options, not just with their core product, but also with new items like body and hair fragrance mists, to drive repeat purchases across their entire product assortment.
5️⃣ Upsells with accessory add-ons: Touchland is on top of current trends, and accessory add-ons have been huge for many DTC brands.
At checkout, customers are invited to purchase a branded Touchette pouch for travel.
The takeaway?
Touchland’s remarkable success story is rooted in its ability to transform a simple hygiene product into a luxury experience that consumers can’t resist.
By combining design, scent, and constant innovation, the brand has cultivated a fiercely loyal customer base willing to pay premium prices.
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📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
June 2, 2025 update:
Keep in mind: These details are current as of writing but could change before this reaches your inbox.
In this episode of the DTC Podcast, we welcome Avery from Ad-venturous and Taylor from Pilothouse to break down key takeaways from Q2 to help plan for Q4.
In this episode, you'll learn:
✅ Mother’s Day post-mortem: What worked and what didn’t.
💰 Meta’s evolving ad landscape: Advantage+ changes and CPM insights.
💡 Why you shouldn’t overlook Memorial Day.
👉 Listen to the full episode with Aves and Taylor here.
In a shocking turn, the AI startup Builder.Ai valued at $1.5 billion, has now gone bankrupt.
Last week, it was discovered that founder Sachin Dev Duggal had falsely reported a 300% revenue increase to investors.
It was later uncovered that the Microsoft-backed company’s backend “does not have AI.”
Instead, the startup relied on human software engineers from India to pretend to write code as AI.
📥 Got a B2B Biz?
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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