Hand Sanitizers

Part
01
of five
Part
01

Top D2C Skincare Brands

The top direct-to-consumer skincare brands in the US are Harry's, Dollar Shave Club, Kylie Cosmetics, and Glossier.

Harry's

Dollar Shave Club

  • Dollar Shave Club is a skincare company that focuses on providing shaving sticks, lotions, soaps, hair lotions, and wipes. The company operates a direct-to-consumer model.
  • The company is ranked as one of the top direct-to-consumer skincare company based on its revenue of $250 million and 4 million subscribers. The company is believed to have about 8% market share of the men's shaving industry.

Kylie Cosmetics

  • Kylie Cosmetics is an American cosmetics company that was founded by celebrity Kylie Jenner. The company provides make-ups and skincare solutions. They operate a direct-to-consumer model in the US.
  • The company is ranked as one of the top direct-to-consumer skincare company based on its revenue of $177 million in 2018.

Glossier

  • Glossier provides skincare and beauty products in the US. The company's products include lotions, make-ups, cologne, lipsticks, body wash, soaps, among others. They operate a direct-to-consumer model and are very popular in the US.
  • Glossier was determined as one of the top companies because it generates a revenue of over $100 million and has over 1 million customers.

Research Strategy

To select the top direct-to-consumer skincare brands in the US, our research team started by searching for any compiled data or research on the subject. We searched research databases, statistical databases, industry and media databases such as Statista, Forbes, Grandview Research, Business Insiders, Inc, among others. Although we found several related reports, we didn't find any that used a comparable metric to rank the top direct-to-consumer skincare brands in the US.

Hence, we decided to find several reports on the top skincare brands in the US, select companies that appear in several of such lists, and find each company's revenue data in order to rank the companies. We explored lists such as those compiled by No Middle Man, CNN, Tribe Dynamics, Statista, and Hubspot. We then selected brands that appeared in most of the lists and ranked the top companies by available revenue data above.
Part
02
of five
Part
02

Top D2C Hand Sanitizer Brands

As a direct result of the recent COVID-19 pandemic, hand sanitizer sales have skyrocketed. Private label hand sanitizer brands have flooded the market and actually represent the highest annual sales. Gojo produces and sells three different hand sanitizer brands that are ranked in the top three for annual sales. The remaining brands with top five sales in the U.S. are Germ-X and Wet Ones.

Private label

  • Private label hand sanitizers represent the highest sales in 2019. This category yielded $113.1 million in sales in the U.S.
  • Hand sanitizers with private levels is a broad subset of the industry and is composed of 1000s of brands sold by companies such as Alibaba, Tropical Products, and GoodVara.

Purell Advanced

Germ-X

  • This brand had the third highest sales in 2019, with an annual total of $18 million.
  • Germ-X is produced by Vi-Jon, a personal care manufacturer best known for the Germ-X brand. Vi-Jon is based in St. Louis, Missouri.
  • Vi-Jon's annual revenue is over $500 million.
  • The Germ-X brand is ranked second by Amazon and U.S. News & World Report for best-selling hand sanitizers.

Wet ones

Purell Advanced Naturals

Research Strategy

In order to determine the top five ranked hand sanitizer brands in the US, we reviewed a statistical analysis of hand sanitizer sales in 2019. This data was also cited by a leading data analysis company specializing in the industrial buying process. We then consulted major shopping platforms to confirm that these brands were also ranked in the top five for brand awareness and/or best-selling.
Part
03
of five
Part
03

Top Hand Sanitizer Brands (General Market)

The top hand sanitizer brands in the US are Purell Advanced, Germ-X, and Wet Ones.

Purell Advanced

  • Purell Advanced is made by GOJO Industries, Inc.
  • Purell is the bestselling hand sanitizer brand in the US and is available in various sizes and forms. The products under the brand include hand sanitizers, surface disinfectants, hand sanitizer dispensers, wipes, and soaps. The company prides its product for being able to kill germs effectively, stating that "just one squirt of PURELL Advanced Hand Sanitizer kills as many germs as 2 squirts of any other national brand."
  • Purell Advanced hand sanitizer price currently ranges from $8.99 to $14.49 for a pack of three 8-oz sanitizers.
  • Purell Advanced has a market share of 16.8%, the highest of any other brand in the US. However, the US market is dominated by private labels which account for 51.7% of the overall sanitizer market.

Germ-X

Wet Ones

Research Strategy

To select the top-selling hand sanitizer brands in the US, our research team relied on data from Statista that ranked the top brands in the US based on market share. The market share data was gathered based on total sales of hand sanitizers in US "multi-outlets (supermarkets, drug stores, mass-market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended June 16, 2019."
Part
04
of five
Part
04

Purell Overview

Purell positions itself in the US market as a brand that helps its customers stay healthy. We have completed the attached spreadsheet with other requested information.

Purell Positioning

  • Purell targets various markets such as Acute Care, Food Processing, Education, Grocery, Health and Fitness, Hospitality and Leisure, manufacturing, and Offices.
  • Purell tailors its product to each market, and the company ensures that the size and dispenser positioning/shape are relevant to the target industry.
  • The main brand messaging the company emphasizes is the effectiveness of its product.
  • The company states in its messaging that it has a complete set of solutions for fighting illness-causing germs.
  • Consumers state that they prefer the brand because it doesn't dry out hands as other brands do and that the smell is not overbearing.
Part
05
of five
Part
05

Germ-X Overview

Germ-X positions itself in the US market as the best alternative where there is no soap and water. It also emphasizes that it contains vitamin E which helps in moisturizing the hands. We have completed the attached spreadsheet with other requested information.

Germ-X Positioning

  • Germ-X messaging reads "fight germs with your bare hands".
  • Germ-X emphasizes that their product kills 99.99% of common germs and that its product is the best alternative when soap and water are unavailable or inconvenient.
  • A key reason that makes customers select Germ-X is the quality, quantity, and price.
  • Customers also say that they choose the brand because the product is also easy to order in bulk and customize, especially for consumers that need to order in bulk for their office.
  • Another key reason consumers give for selecting the product is that it is almost odorless and non-sticky.
Sources
Sources

From Part 01
From Part 02