- Founded In: 2019
- Founder: Amy Liu
- Headquarters: Santa Monica, CA
- Brand Philosophy: "At Tower 28 Beauty, we like our beauty products the way we like our beaches: clean, full of sunshine, and for everyone."
- Current CEO: Amy Liu
- Known For: Tower 28 is renowned for its commitment to creating clean, non-toxic makeup products specifically designed for sensitive skin, ensuring all offerings are vegan, cruelty-free, and dermatologist-tested. The brand's SOS Daily Rescue Facial Spray, featuring hypochlorous acid to soothe and purify irritated skin, has garnered significant acclaim among beauty enthusiasts and professionals. Additionally, their ShineOn Lip Jelly glosses are celebrated for delivering a high-shine finish without stickiness, providing both aesthetic appeal and comfort.
Tower 28, established in 2019 by beauty industry veteran Amy Liu, emerged from her personal struggle with eczema and a desire to create a beauty brand catering to sensitive skin. Drawing from over 15 years of experience with brands like Smashbox, Kate Somerville, and Josie Maran Cosmetics, Liu founded Tower 28 to offer clean, high-performance products free from known irritants. The brand’s name is inspired by a lifeguard tower in Santa Monica, symbolizing its commitment to community, healthy fun, and clean living.
Tower 28 has engaged in several collaborations to expand its reach and connect with diverse audiences. In January 2024, the brand partnered with Universal Pictures for a “Kung Fu Panda 4” collection, featuring limited-edition products inspired by the film. Additionally, Tower 28 collaborated with skincare brand Cocokind for Lunar New Year 2022, offering curated product sets celebrating the occasion.
What sets Tower 28 apart is its dedication to creating products that are both safe for sensitive skin and effective for all users. The brand is the only makeup line to 100% follow the National Eczema Association’s ingredient guidelines, ensuring all products are free from known irritants and allergens. This commitment to inclusivity and quality has resonated with consumers, solidifying Tower 28’s position in the beauty industry.
