Is Let's Sanitise Still in Business? (2026 Update)

Cummins and Hoppen asked for £80,000 for 25% of the business, and Peter Jones and Touker Suleyman jointly funded the full amount on those terms. Suleyman's fashion and retail career gave him a natural feel for distribution, while Jones added his familiar all round consumer goods experience.

Two Dragons splitting a cheque on a product anchored to one very particular window in time suggests both saw something beyond the immediate demand spike, most likely the scented, vegan formulation that set it apart from purely functional rivals.

First year revenue reportedly hit £1.4 million, and that figure had doubled to £2 million within two years, a swift climb for such a young label. Instead of contracting once the initial urgency faded, the founders spent that window signing up retail partners who would keep buying long after.

Four very different kinds of retailer now stock it: Ocado for the grocery shop, Rymans for stationery buyers, Freemans through catalogue shopping, and The Fragrance Shop for customers thinking about scent rather than hygiene, a spread that reads as a brand repositioning itself as general hand care rather than staying tied to its sanitiser origins.

The company has also teamed up with Ecologi to plant a tree for every order placed through letssanitise.com, the kind of ongoing commitment a business would not bother funding if the orders themselves had dried up.

Making it past the exact demand wave that first created the category is the hardest trick for any pandemic era brand, and the retail diversification here suggests Let's Sanitise managed it.