Tower 28

Tower 28 was founded in 2019 by Amy Liu, a former Smashbox and Kate Somerville executive who built the brand around her own lifelong eczema and the gap she saw in clean color cosmetics for sensitive skin. Every product is National Eczema Association-accepted, fragrance-free, and formulated to be safe for reactive skin without sacrificing the bright, playful color story the brand is known for — the name itself references the iconic Santa Monica lifeguard tower at the edge of the Pacific.

The ShineOn Lip Jelly, BeachPlease Tinted Lip + Cheek Balm, and SunnyDays Tinted SPF are the hero products that scaled the brand from clean indie to one of the top-ranked complexion lines at Sephora. The GetSet Blur + Set Matte Powder Blush — launched in 2025 as the first 'setting blush' — has become the brand's latest viral hit. Tower 28 sits at the intersection of clean beauty, sensitive-skin safety, and Gen Z color, and is among the most awarded indie brands of the past five years.