The hand sanitizer category, while it’s been growing significantly since 2017, saw a revolution in 2020 due to an unprecedented increase in demand with the COVID-19 pandemic. Suddenly, everyone was using sanitizer multiple times a day, and they began to demand more nourishing formulas, clean ingredients, and sustainable packaging. With this demand emerged a new category of premium product lines by either new brands or existing luxury cosmetic brands. What used to be a utilitarian product has now become a premium item in many purses and pockets. As the Pandemic subsides, the habit of hand care and cleaning will continue, as we have all gained a heightened awareness of germs and viruses living on our hands. Hand Sanitizer is here to stay, and brands like PAUME are here to elevate your hand care routine.