Church & Dwight Secures $700 Million Acquisition of Touchland

Deal News | May 12, 2025 | Proskauer Rose (UK) LLP

Proskauer, a prominent international law firm, has successfully advised Church & Dwight Co., Inc. on its recent agreement to acquire the Touchland brand for a combined total purchase price of up to $880 million. This amount comprises an initial cash and restricted stock unit payment of $700 million and a contingent earnout of $180 million based on future sales performance. Touchland has emerged as a fast-growing presence in the U.S. hand sanitizer market and has become the second leading brand in this category. The acquisition is expected to be finalized in the second quarter, following customary closing conditions. As a significant addition to Church & Dwight's broad product array—which already includes renowned brands such as ARM & HAMMER and TROJAN—this transaction aligns with the company's ongoing expansion strategy in the personal care sector. Proskauer provided comprehensive legal support across a variety of specialties, including M&A, Antitrust, Environmental, Privacy & Cybersecurity, Intellectual Property, and more, showcasing its expertise in managing complex, cross-border transactions.

Sectors

  • Legal Services
  • Consumer Goods
  • Mergers & Acquisitions

Geography

  • United States – The transaction involves Church & Dwight, a U.S.-based company, and Touchland, a brand prominent in the U.S. market.
  • Global – Proskauer operates internationally, with a presence in major global financial centers, highlighting the cross-border nature of its operations and clientele.

Industry

  • Legal Services – Proskauer, a leading international law firm, played a significant role in advising Church & Dwight on the acquisition deal.
  • Consumer Goods – Church & Dwight operates in the consumer goods sector, specifically within personal care and household product categories, which is relevant given its acquisition of the hand sanitizer brand Touchland.
  • Mergers & Acquisitions – The article describes a significant M&A transaction involving the acquisition of Touchland by Church & Dwight.

Financials

  • $700 million – The upfront acquisition cost in cash and restricted stock units for Touchland.
  • $180 million – The potential earnout contingent on Touchland's 2025 sales targets.

Participants

NameRoleTypeDescription
Church & Dwight Co., Inc.BuyerCompanyA major player in the consumer goods sector, owning brands such as ARM & HAMMER and TROJAN.
TouchlandTargetCompanyA fast-growing brand in the hand sanitizer market in the United States.
Proskauer Rose (UK) LLPLegal AdvisorCompanyAn international law firm with expertise in M&A, providing legal counsel to Church & Dwight for this transaction.
Simon SharpeM&A PartnerPersonPartner at Proskauer, leading the M&A team for this transaction.