As we move further into 2025, the beauty landscape continues its significant shift towards “clean beauty.” Consumers are increasingly conscious of the ingredients in their products, demanding transparency, safety, and ethical practices. Tower 28 Beauty, a brand founded in 2019 by Amy Liu, has positioned itself at the forefront of this movement, catering specifically to sensitive skin with its high-performance, non-irritating formulas.
A Foundation Built on Sensitivity and Trust
Tower 28’s origin story is deeply personal. Founder Amy Liu, a beauty industry veteran with over two decades of experience, struggled with eczema her entire adult life. This personal challenge fueled her desire to create a makeup brand that was not only effective but also safe and gentle enough for even the most sensitive skin. The brand’s name, inspired by a lifeguard tower in Santa Monica, symbolizes its commitment to safety, community, and healthy living.
A key differentiator for Tower 28 is its unwavering commitment to third-party verification. Recognizing that marketing claims about sensitive skin-friendly products require objective validation, the brand proudly adheres to the National Eczema Association’s Ingredient Guidelines. This rigorous certification process involves avoiding all known irritants, testing products on 100 individuals with eczema and sensitive skin under dermatological oversight, and submitting to expert reviews by dermatologists and toxicologists. This dedication to transparency and scientific backing has been instrumental in building unshakable trust with consumers in a market often saturated with unsubstantiated “clean” claims.
Core Product Philosophy: Clean, High-Performance, and Fun
Tower 28’s product philosophy revolves around creating high-performance makeup and skincare that is both clean and fun to use. The brand prides itself on formulating products without known irritants such as formaldehyde, talc, parabens, and sulfates. All products are also vegan and cruelty-free, aligning with the growing consumer demand for ethical beauty practices.
The brand’s commitment to sensitive skin extends beyond just ingredient lists. Tower 28 products are allergy-tested, dermatologist-tested, non-comedogenic (meaning they won’t clog pores), non-irritating, and fragrance-free. This meticulous approach ensures that individuals with even the most reactive skin can use their products with confidence.
Popular Products and Their 2025 Standing
Tower 28 has cultivated a dedicated following, with several products achieving cult-favorite status. As of 2025, some of their most popular items include:
SOS Daily Rescue Facial Spray: This facial mist, featuring hypochlorous acid (a naturally occurring substance produced by the skin with anti-inflammatory and antibacterial properties), remains a hero product. It’s praised for its ability to soothe redness, calm irritation, and provide a refreshing, antibacterial cleanse, making it a staple for post-workout routines and everyday use. Reviews in early 2025 continue to highlight its effectiveness and gentle nature.
ShineOn Lip Jelly: These non-sticky lip glosses are celebrated for their high-shine finish and comfortable wear. Available in various shades, including the popular “Milky” collection, they provide hydration and a touch of color without any tackiness. The inclusion of food-grade flavors adds a playful element.
BeachPlease Cream Blush: This multi-use cream blush for cheeks and lips is loved for its luminous finish and blendable formula. It allows for a natural, healthy-looking flush of color and is available in a range of flattering shades.
Swipe Serum Concealer: Launched more recently, this lightweight serum concealer offers medium to full coverage while hydrating the skin with ingredients like hyaluronic acid and centella asiatica. Its natural finish and non-creasing formula have made it a popular choice for concealing dark circles, redness, and blemishes without clogging pores.
MakeWaves Mascara: This lengthening and volumizing mascara has garnered positive reviews for its ability to define lashes without flaking or irritating sensitive eyes. The brown shade, “Drift,” is particularly favored for a natural, everyday look.
LipSoftie Lip Treatment: This tinted lip treatment balm provides intense hydration with ingredients like shea butter and jojoba oil. Its sheer tints and food-grade flavors offer a comfortable and effective solution for dry, chapped lips.
GetSet Pressed Powder: This powder is designed to instantly blur and smooth the skin while setting makeup. The “Pali Punch” shade even combines setting powder benefits with a hint of lavender blush.
In 2025, these core products continue to receive positive reviews and maintain their popularity, often highlighted on platforms like YouTube and beauty blogs. The brand’s consistent focus on creating effective, sensitive skin-friendly formulas has solidified their place in the market.
Tower 28 and the YouTube Beauty Community in 2025
In 2025, Tower 28 is likely to be a recurring topic within the clean beauty and sensitive skincare communities on YouTube. Viewers often search for:
Honest reviews of Tower 28 products: YouTubers with various skin types, including sensitive skin, share their experiences with the brand’s makeup and skincare, providing detailed feedback on application, wear, and effectiveness.
“Clean beauty” routines featuring Tower 28: As the demand for clean beauty continues, YouTubers showcase their full makeup and skincare routines using products that meet clean beauty standards, often featuring Tower 28 alongside other like-minded brands.
Comparisons to other sensitive skin brands: Consumers often look for comparisons between Tower 28 and other brands that cater to sensitive skin to understand the nuances and find the best fit for their individual needs.
“First impressions” and new product launches: When Tower 28 releases new products, beauty influencers on YouTube often provide initial reviews and demonstrations. In 2025, the “Birthday Bundle” featuring new shades like “Pali Punch” blush and “Confetti Cake” lip treatment, along with the new “Mini Tote,” would likely be a subject of such videos.
Tips and tricks for using Tower 28 products: Tutorials and application tips for specific Tower 28 products, such as the Swipe Serum Concealer or BeachPlease Cream Blush, are common search queries on YouTube.
Ingredient deep dives and safety discussions: Given Tower 28’s focus on clean ingredients, YouTubers who specialize in ingredient analysis might discuss the safety and efficacy of their formulations.
The positive reception and consistent performance of Tower 28 products often lead to favorable mentions and recommendations within the YouTube beauty community, further contributing to the brand’s visibility and popularity in 2025.
Sustainability and Ethical Practices in 2025
Beyond clean ingredients and sensitive skin formulas, modern beauty consumers are increasingly concerned about sustainability and ethical practices. Tower 28 has made strides in this area, aligning with these values:
PCR Plastic Packaging: The brand utilizes Post-Consumer Resin (PCR) plastic for its product packaging, incorporating at least 50% recycled plastic to help divert waste from landfills and reduce reliance on virgin materials.
Minimal Packaging: Tower 28 avoids excess packaging, such as mirrors, false bottoms, pans, and paper inserts, to minimize waste.
Sustainable Printing: They partner with a certified carbon-neutral packaging printer and use FSC-certified paper from sustainably managed forests with low-VOC plant-based inks for their paper-based materials.
Recycled Shipping Materials: Their shipping boxes are made from over 98% recycled paper, and padded mailers use recycled fibers instead of bubble wrap.
Carbon Neutral Initiatives: The brand actively works with carbon-neutral partners for various aspects of its operations.
In 2025, these sustainability efforts are likely to be highlighted by the brand and appreciated by environmentally conscious consumers. As sustainability becomes an even more crucial factor in purchasing decisions, Tower 28’s commitment to these practices strengthens its appeal.
New Developments and Future Outlook for 2025
As of mid-April 2025, Tower 28 continues to innovate and engage with its community. Recent developments include:
The Birthday Bundle: This limited-edition set features new shades like “Pali Punch” GetSet™ Blush (with 100% of sales donated to charity) and “LipSoftie® Lip Treatment” in “Confetti Cake,” along with the exclusive “Mini Tote,” showcasing the brand’s commitment to both new product offerings and charitable initiatives.
Clean Beauty Summer School 2025: Founded by Amy Liu, this 10-week virtual professional development program focuses on accelerating minority-owned small clean beauty businesses and content creators. Applications for the 2025 cohort are open from April 21st to May 5th, 2025, demonstrating Tower 28’s active role in fostering diversity and inclusivity within the beauty industry.
Continued Focus on Sensitive Skin: The brand remains dedicated to its core mission of providing safe and effective products for sensitive skin, with all new releases undergoing the same rigorous testing and formulation standards.
Looking ahead in 2025, Tower 28 is well-positioned to continue its growth and maintain its strong reputation within the beauty market. The increasing demand for clean, sustainable, and sensitive skin-friendly products aligns perfectly with the brand’s core values and offerings. Their commitment to transparency, third-party verification, and community engagement will likely further solidify their connection with consumers.
Final Thoughts
In 2025, Tower 28 Beauty stands as a testament to the power of a brand built on authenticity, transparency, and a genuine commitment to its community. By prioritizing sensitive skin, adhering to rigorous clean beauty standards, and embracing sustainable practices, Tower 28 has carved a significant niche in the competitive beauty market. The positive reception within the YouTube beauty community and the brand’s continuous innovation suggest a promising future as consumers increasingly seek out beauty products that are not only effective but also safe, ethical, and aligned with their values. As the clean beauty movement continues to gain momentum, Tower 28’s foundational principles and evolving product line position it as a key player in shaping the future of the industry.
FAQs
What is Tower 28 Beauty?
Tower 28 Beauty is a clean beauty brand founded by Amy Liu, focusing on creating high-performance, non-irritating makeup and skincare products specifically formulated for sensitive skin. The brand is known for its commitment to safety, transparency, and fun.
What does “clean beauty” mean for Tower 28?
For Tower 28, “clean beauty” means formulating products without known irritants, toxins, or unnecessary additives. They adhere to the National Eczema Association’s Ingredient Guidelines, ensuring their products are safe and gentle for even the most sensitive skin.
Is Tower 28 good for sensitive skin?
Yes, Tower 28 is specifically formulated for sensitive skin. All their products are allergy-tested, dermatologist-tested, non-comedogenic, non-irritating, and fragrance-free. They are also the first and only makeup brand to be 100% compliant with the National Eczema Association’s Ingredient Guidelines.
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