Location

Los Angeles, California, United States

Founded

2019

Price

Mid-range

Shipping

USA, Canada

Catalogue

62 products

Size range

S–3XL

New arrivals

3 this month

Tower 28 Beauty logo

Tower 28 Beauty

About

Tower 28 Beauty is an American brand founded on a problem its founder could not solve as a customer. Amy Liu spent more than fifteen years as a beauty executive while managing her own eczema, and could not find makeup that performed properly without irritating her skin, so she built it. Named after the lifeguard towers along the Southern California coast and made in Los Angeles, the brand is now one of the most rigorously validated clean beauty labels in the market. Its sensitive-skin credentials are exceptional. Tower 28 is the first and only beauty brand to fully follow the National Eczema Association's Ingredient Guidelines, and holds the NEA Seal of Acceptance, alongside National Rosacea Society acceptance and National Psoriasis Foundation recognition. Products are dermatologist tested, allergy tested and hypoallergenic. The SOS Daily Rescue Facial Spray became the brand's breakout product for exactly this reason. Every formula is clean, vegan and cruelty-free, made entirely without animal by-products. Products are paraben-free, sulfate-free, talc-free, silicone-free, formaldehyde-free, fragrance-free, alcohol-free, essential-oil-free and gluten-free, which is one of the strictest exclusion lists in colour cosmetics. Sustainability is specific rather than vague: plastic packaging is at least fifty percent post-consumer resin, shipping boxes use over ninety-eight percent recycled paper, mailers use recycled fibres instead of bubble wrap, and refill sizes exist on selected products. Priced mid-range, it is outstanding for vegan, paraben-free, sulfate-free and clean American beauty from a women-owned brand built specifically for reactive and sensitive skin.

Brand Details

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Frequently asked questions

Is Tower 28 cruelty free and vegan?
Tower 28 holds PETA certification for cruelty free manufacturing and confirms its formulas are 100 percent vegan, avoiding animal derived ingredients across the entire line.
What's the bigger story behind Tower 28?
Tower 28 raised a 28 million dollar round in 2023 reaching a 228 million dollar valuation, after a Hailey Bieber TikTok mention drove a 55 percent Sephora sales surge.
What makes Tower 28 different, and is it a genuine best makeup brand for sensitive skin?
Tower 28 carries simultaneous seals from the National Eczema Association, National Psoriasis Foundation, and National Rosacea Society, verified through testing on 100 people with sensitive skin.
Is Tower 28's quality actually good?
Tower 28's cream blush and lip jelly win over reviewers for gentle, non-irritating formulas, though its tinted SPF has run too light and yellow toned for some skin tones.
Who founded Tower 28?
Amy Liu founded Tower 28 after her own lifelong eczema and her daughters' sensitive skin convinced her makeup shouldn't force a trade off between performance and skin safety.
When and where was Tower 28 founded?
Tower 28 launched in April 2019 from Santa Monica, California, after Amy Liu spent nearly two decades in beauty marketing roles at Smashbox and Josie Maran.

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