The Beauty Ed®’s Note: Touchland is one of those brands that I tell my British friends to buy whenever they come over to visit the States. I literally have one in every handbag and Gia has captured perfectly why we are all such big fans…
Some beauty launches feel surprisingly exciting for something you can technically buy for a few pounds, and Touchland is one of them.
If you have spent any time on American TikTok, or walked into a Sephora, or even asked an American friend what beauty product you should bring home from a trip, you will probably recognise these little colourful bottles.
Touchland has become something of an American beauty staple, particularly for anyone who likes their everyday essentials to be as pleasing to look at and smell as the rest of their beauty collection.
For years, though, getting your hands on one in the UK has usually meant waiting for a trip to America, or asking someone else to put one in their suitcase.
Not any more!
Touchland officially launched in the UK exclusively with Space NK on Tuesday 29th September 2026, with a selection of its much-loved Power Mist hand sanitisers, alongside body and hair fragrance mists.
What is Touchland?
For anyone who has somehow managed to avoid the Touchland takeover, the brand was founded in 2018, following a Kickstarter campaign, with the idea of turning an otherwise rather forgettable everyday essential into something more enjoyable to use. It has since grown into a major US beauty brand and is now available in thousands of stores across America.
The product that really put Touchland on everyone’s radar is its Power Mist Hydrating Hand Sanitiser.
Unlike the thick, sticky hand gels many of us became accustomed to carrying around, Power Mist comes out as an incredibly fine mist. Touchland describes the formula as a ‘skincare-forward’ hand sanitiser containing aloe vera, designed to sanitise while leaving hands hydrated.
And this is where I think the appeal becomes slightly more interesting than simply having a prettier hand sanitiser.
Touchland has effectively taken something we are accustomed to treating as functional and made it feel like part of a beauty routine.
Why Brits have been so obsessed with Touchland
I first came across Touchland properly through American beauty content in 2020, and it became one of those products that I kept seeing everywhere without ever being able to casually pick one up myself.
Americans can wander into Sephora, ULTA and other retailers and choose from an entire wall of scents. For us, it has been considerably less straightforward.
Which, naturally, makes it all the more desirable.
There is something rather amusing about a product being entirely commonplace to those who can easily buy it, yet becoming a small beauty obsession for those of us who cannot. I have genuinely seen people bring a heap of Touchland back from America in their suitcases, and, as someone with a particular weakness for scented products, I completely understand the appeal.
I have an entire drawer dedicated to hand sanitisers, which is perhaps evidence of borderline over-consumerism, but I am also someone who genuinely enjoys having different scents for different moods. I usually have at least two hand sanitisers in my bag at any given time, so Touchland feels very well suited to me.
Which Touchland hand sanitisers are coming to the UK?
The UK launch will include eight Power Mist fragrances (30ml), including: blue sandalwood, berry bliss and wild watermelon.
My personal favourite is Beach Coco, which is the one I suspect will appeal to anyone who likes a warmer, holiday-style scent.
The Bath & Body Works effect
For me, the excitement around Touchland feels strangely familiar.
It reminds me of the reaction to Bath & Body Works finally coming to the UK in 2021. Growing up, trips to America meant filling an embarrassingly large portion of my suitcase with body lotions, shower products and fragrance mists. These were products that felt completely normal and readily available in America, yet somehow became little souvenirs for those of us coming home to Britain.
Touchland has had a similar impact.
It is not that hand sanitiser is difficult to find here.
It is the fact that this particular one has existed somewhere else, in a much larger beauty culture, for years.
You have watched people use it, talked about the scents, seen the colourful bottles on TikTok and Instagram, and then realised you can’t simply walk into Boots and pick one up.
When does Touchland launch in the UK?
Touchland will launch exclusively at Space NK on Tuesday 29 September 2026, both online and across Space NK stores in the UK.
I have a feeling my hand sanitiser drawer is about to get considerably more crowded…
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The Beauty Ed®’s Note: For those new to The Beauty Ed® you may not know that I mentor high school and university students and up-and-coming journalists for my mentorship program THE LAB. This is something that has become very important to me, especially in this era of AI and algorithms full of #ads, and the lovely
BIG FAN here! Love this review Gia ✨
Love Touchland!! So excited to get my hands on some in the UK. Lavender mist is my fave!