Tower 28 Beauty

What Tower 28 Beauty does

Tower 28 Beauty is a privately held, Los Angeles–based clean beauty company founded in 2019 by former beauty executive Amy Liu. The company develops and markets skincare and color cosmetics formulated specifically for people with sensitive, eczema-prone, rosacea-prone, and acne-prone skin, with an explicit design philosophy that effective products for reactive skin need not feel clinical or boring. Its technology platform rests on three proprietary pillars: (1) a stabilized hypochlorous acid formulation for the flagship SOS Daily Rescue Spray developed over 8 years of R&D and pH-balanced at 4.5 (alcohol-free, fragrance-free); (2) VibePlump, a vibration-based lip plumping technology incorporated into the ShineOn Plumping Lip Jelly that delivers volume without the burn or irritation of conventional lip plumpers; and (3) the Swipe Serum Concealer formula with a 25% pigment load (vs. an industry-standard 10–15%) coated in amino acids for serum-like texture. The company holds National Eczema Association, National Rosacea Society, and National Psoriasis Foundation seals on relevant products and is the only brand with all three seals on the hypochlorous acid spray.

Tower 28 sells through three primary channels: a direct-to-consumer e-commerce site (tower28beauty.com, free shipping on orders $30+), Sephora US (where the brand is described as one of the chain's fastest-growing), and Sephora UK (entered May 2025), with supplementary distribution in Pvolve fitness studios. The portfolio spans the SOS skincare line (Rescue Spray, Recovery Cream, Gel Cleanser, Rescue Serum, FaceGuard SPF 30, Recovery + Relief Body Wash), complexion (Swipe Serum Concealer in 28 shades, SunnyDays Tinted SPF 30, GetSet powder, BeachPlease blush, Bronzino, Sculptino), lip (ShineOn Plumping Lip Jelly, ShineOn Lip Oil Jelly, LipSoftie, OneLiner), and eye (MakeWaves mascara, GoGo shimmer eyeshadow, OneLiner liner). Pricing ranges from $12 (1oz travel spray) to $68 (16oz refill spray), with most color cosmetics priced $15–$24.

The business model is direct-to-consumer e-commerce plus wholesale/prestige retail distribution. Customer acquisition leans on TikTok and Instagram virality, influencer partnerships, user-generated content, and clinical credibility from skin-health-organization seals. Founder Amy Liu retains full ownership and the operating role of CEO, supported by a Medical Advisory Board. The company's stated scale metrics include one bottle of SOS Rescue Spray sold every 11 seconds, more than 1 million customers, and 8,000+ five-star reviews for the lead SKU.

Name

Tower 28 Beauty

Legal name

Tower 28 Beauty

Website

https://tower28beauty.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Tower 28 Beauty is a Los Angeles-based clean beauty brand founded in 2019, formulating vegan, dermatologist-tested skincare and color cosmetics for people with sensitive, eczema-prone, rosacea-prone, and acne-prone skin and selling through Sephora US/UK and DTC.

Ownership category

akta.pro rank

Product category

Sensitive Skin Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Eye & Lip Skincare (CRABAAAC)

Keywords

• Sensitive skin skincare
• Clean beauty cosmetics
• Vegan makeup products
• Hypochlorous acid spray
• Tinted mineral sunscreen

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Tower 28 Beauty generates revenue through direct sales via tower28beauty.com, offering products across skincare, complexion, lip, eye, and cheek categories with standard shipping free on orders $30+.
2. Retail Partnership Sales: Distribution through Sephora retail locations in the US and UK, with products also available through partner Pvolve studios, generating revenue through wholesale and retail partnership channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Tower 28 Beauty develops, manufactures, and sells clean, vegan, and cruelty-free skincare and makeup products formulated for sensitive, eczema-prone, rosacea-prone, and acne-prone skin. Its core lines include the SOS Skincare range (Rescue Spray with stabilized hypochlorous acid, Gel Cleanser, Recovery Cream, Rescue Serum, FaceGuard SPF 30), complexion products (Swipe Serum Concealer in 28 shades, SunnyDays Tinted SPF 30, GetSet Pressed Powder, BeachPlease Blush, Bronzino Bronzer, Sculptino Contour), lip products (ShineOn Plumping Lip Jelly, ShineOn Lip Oil Jelly, LipSoftie Treatment, OneLiner), and eye products (MakeWaves Mascara, GoGo Eyeshadow Stick).

Product overview

Tower 28 Beauty is a Los Angeles-based clean beauty brand offering a unified portfolio of high-performance makeup and skincare products designed especially for sensitive skin. The core product lines include the SOS Skincare line (centered on hypochlorous acid technology) featuring Rescue Spray, Recovery Cream, Gel Cleanser, and Rescue Serum; complexion products including the viral Swipe Serum Concealer (28 shades) and SunnyDays Tinted SPF 30; and lip products spanning LipSoftie lip treatments, ShineOn lip jellies (including the new VibePlump plumping technology), and ShineOn Milky Lip Oil. Makeup offerings extend to BeachPlease cream blushes, GetSet pressed powders and matte blushes, mascara, bronzers, contour products, eyeliners, and eyeshadow sticks. The brand is the first and only to have all skincare products receive seals from all three leading U.S. skin health organizations (National Eczema Association, National Rosacea Society, National Psoriasis Foundation). Products are vegan, cruelty-free, and made in the USA and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• SOS Daily Rescue Facial Spray Hypochlorous acid facial spray that calms visible irritation, reduces redness, and addresses flare-ups; formulated for sensitive, eczema-, rosacea-, psoriasis-, and acne-prone skin; sold in 1oz travel ($12), 4oz ($28), and 16oz refill ($68) sizes.
• SOS FaceGuard SPF 30 Sunscreen Mineral sunscreen PA+++ providing sun protection; awarded the National Psoriasis Foundation Seal of Recognition.
• SunnyDays Tinted SPF 30 Tinted sunscreen providing sun protection plus light-medium buildable coverage in 16 shades named after LA locations.
• SOS Recovery Cream Barrier repair moisturizer with ceramides for sensitive skin; received the National Psoriasis Foundation Seal of Recognition.
• SOS Gel Cleanser Balancing gel cleanser that removes makeup while soothing inflammation without stripping the skin.
• SOS Rescue Serum Soothing treatment serum for intensive rescue care of sensitive, reactive skin.
• SOS Rescue + Relief Body Wash Tower 28's first bodycare product, a body wash powered by sodium hypochlorite positioned as a gentle dermatologist-backed alternative to bleach baths for eczema-prone skin.
• SOS 3-Step Skincare Set Bundled kit containing SOS Gel Cleanser, SOS Rescue Spray, and SOS Recovery Cream as a complete 3-step skincare routine.
• Swipe Serum Concealer Hydrating concealer with 25% pigment load coated in amino acids for serum-like texture, available in 28 seamless shades; medium-buildable coverage; non-comedogenic and safe for sensitive skin; contains hyaluronic acid, centella asiatica leaf extract, and lysine.
• ShineOn Plumping Lip Jelly Pain-free lip plumping gloss using first-ever VibePlump vibration-based technology for natural volume without burn or irritation; features C16 Biosciences's Palmless Torula Oil, Volulip peptide complex, and Hyaluronic Filling Spheres; available in 5 shades (Chill Heat, Bitter Sweet, Only Choice, Static Flow, Act Natural) at $18.
• ShineOn Lip Oil Jelly Non-sticky lip gloss in 12 shades including Pistachio, XOXO, Chill, Magic, Sesame, Fire, Wild, Coconut, Cashew, Oat, and Almond.
• ShineOn Milky Lip Oil Jelly Milky lip oil jelly formula in five shades (Pistachio, Coconut, Cashew, Oat, Almond) for a sheer, glossy finish.
• LipSoftie Lip Treatment Tinted lip treatment balm in 10 shades including Red Bean Mochi, Sugar Plum, Confetti Cake, Dulce de Leche, Watermelon Kiwi, Blood Orange Vanilla, Ube Vanilla, and SOS Vanilla; priced at $16.
• MakeWaves Mascara Lengthening and volumizing mascara available in Jet, Drift, and Mini sizes, formulated for sensitive eyes.
• BeachPlease Cream Blush Luminous cheek and lip tinting balm in 10 shades including Magic Hour, Finest Hour, Dream Hour, Happy Hour, Party Hour, Power Hour, Golden Hour, Office Hours, Rush Hour, and After Hours.
• GetSet Pressed Powder Instantly blurring and smoothing pressed powder; identified as a TikTok viral product.
• GetSet Matte Powder Blush Blurring matte powder blush with 12-hour fade-proof wear, in shades including Malibu Cooler, Long Beach Iced Tea, Sunset Shirley, Downtown Daiquiri, Feliz Fresca, Culver Crush, Samo Spritzer, Sawtelle Slushie, and Pali Punch.
• SuperDew Highlighter Shimmer-free highlighter available in Clear and Deep Tone options; received the National Eczema Association Seal.
• Bronzino Cream Bronzer Illuminating cream bronzer with subtle shimmer in five shades: Sun Coast, Gold Coast, West Coast, Best Coast, and Pacific Coast.
• Sculptino Cream Contour Soft-matte bronzer and contour in four shades: Broad, Getty, Hammer, and Simon.

Quantifiable outcome

• Reduced visible redness in just 60 minutes in clinical trials
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• C16 BiosciencesminorStrategic or Co-development Partner · 22 May 2026Tower 28 Beauty launched ShineOn Plumping Lip Jelly featuring C16 Biosciences's Palmless Torula Oil, the first color cosmetic product to use this yeast-derived palm oil alternative designed to address deforestation concerns. The launch coincides with the EU's Deforestation Regulation taking effect in December 2026.
• Daash IntelligenceminorOthers · 19 May 2026Tower 28 Beauty founder Amy Liu joined Daash Intelligence's advisory board composed of beauty industry executives and founders from companies including Anastasia Beverly Hills, Maesa, OSEA Malibu, Cocokind, and Sarah Creal Beauty. The advisory board guides strategic growth and product development for Daash's AI-driven competitive intelligence platform.
• PvolvecoreChannel Partner/ Reseller/ Distributor · 20 February 2026Tower 28 Beauty partnered with functional fitness brand Pvolve to make its SOS Skincare line available at Pvolve's beauty bars and studio locations across the US. The partnership targets post-workout consumers with products positioned as quick skin resets for active lifestyles. Products include SOS Rescue Spray, Gel Cleanser, Recovery Cream, and FaceGuard SPF 30, extending to Pvolve's 50+ studios currently in development.
• Sephora UKcoreChannel Partner/ Reseller/ Distributor · 1 May 2025Tower 28 Beauty launched in the UK through Sephora UK in May 2025, bringing its dermatologist-approved sensitive skin products priced under £30 to British consumers. The UK rollout includes the newly launched LipSofties lip mask line, with planned pop-ups and activations to build community in the British market.
• Sephora UScoreChannel Partner/ Reseller/ DistributorTower 28 Beauty has become one of Sephora's fastest-growing brands since its founding in 2019, offering products that comply with National Eczema Association ingredient guidelines. The strategic retail partnership has been instrumental in the brand's growth trajectory.
• The Sculpt SocietyminorGTM or Marketing PartnerTower 28 Beauty offers customers 2 months free access to on-demand workout videos with celeb trainer Megan Roup via The Sculpt Society App with promo code emailed after purchase, cross-promoting to fitness-focused consumers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Glossier: Direct-to-consumer clean beauty brand with a similar millennial/Gen-Z target customer, social-first marketing, and a unified skincare-makeup assortment sold DTC and through Sephora. Highly comparable on positioning, channel mix, and brand-building playbook.
• Drunk Elephant: Clean, biocompatible skincare and color brand with strong Sephora presence and a similar philosophy around avoiding 'Suspicious 6' irritants. Highly comparable in ingredient philosophy, sensitive-skin positioning, and Sephora channel dependency.
• Saie Beauty: Clean beauty brand founded around 2019 selling hybrid skincare-makeup products (concealer, blush, SPF) with strong Sephora and DTC presence. Closely comparable on product mix, founder-era timing, and channel strategy.
• Cocokind: Clean, sensitive-skin-focused skincare and makeup brand with DTC + Sephora distribution. Very close comparison on ingredient philosophy, sensitive-skin positioning, and target demographic; founder has appeared alongside Amy Liu on Daash's advisory.
• Tula Skincare: Probiotic skincare brand sold through Sephora with sensitive-skin-friendly positioning and a founder story rooted in a specific skin condition. Comparable on the 'fun, derm-backed sensitive skin' positioning and Sephora channel mix.
• OSEA Malibu: Clean skincare brand focused on sensitive and problem-prone skin with natural/botanical ingredient philosophy. Comparable on sensitive-skin positioning, founder-narrative-led brand, and Sephora-adjacent premium positioning.
• Supergoop: Sun-care-first brand sold across Sephora and other prestige channels, with recent expansion into skincare and complexion. Highly comparable on the SPF-tinted hybrid product (SunnyDays) and a Sephora-led channel mix.

Broad incumbents

• CeraVe: L'Oréal-owned dermatologist-developed sensitive-skin brand with massive share of the 'sensitive skin' shelf. Overlaps with Tower 28 on the sensitive-skin problem statement but at vastly larger scale and broader distribution.
• La Roche-Posay: L'Oréal-owned sensitive-skin dermatological brand with deep dermatologist relationships and a broad product range. Competes for the same patient/consumer in the derm-recommended sensitive-skin category.
• Cetaphil: Galderma-owned sensitive-skin staple with massive dermatologist recommendation footprint. Increasingly launching playful, social-first product lines that overlap with Tower 28's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tower28beauty
• TikToktiktok.com/@tower28beauty
• Xx.com/tower28beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tower 28 Beauty