Tower 28 has a mineral sunscreen coming.
The clear magnificence model, launched by Amy Liu in Santa Monica, Calif. in 2019, is introducing its SOS FaceGuard Broad Spectrum SPF 30 on-line on Might 19 at tower28beauty.com, sephora.com and revolve.com, and in shops Might 22 at Sephora and Sephora at Kohl’s.
“It is a product we’ve been engaged on for a extremely very long time, and truthfully, have carried out so many revisions of,” stated Liu.
It’s been two-and-a-half years within the making. Like all Tower 28 merchandise, it’s created with delicate pores and skin in thoughts; Liu, who has eczema, began the model to create cosmetics and skincare items which can be unhazardous and non-irritating.
The merchandise are resonating with customers. Tower 28 had 145 p.c year-over-year development in 2024, in accordance with the corporate, and it’s listed among the many prime 15 make-up manufacturers at Sephora, with the fastest-growing shopper base on the retailer.
Liu raised $500,000 from her private {and professional} community to launch Tower 28, earlier than securing a collection A funding led by Prelude Development Companions in 2023 for an undisclosed sum.
“It was at all times going to be a mineral sunscreen and never a chemical sunscreen, as a result of we’re speaking about delicate pores and skin. And, as you already know, the issue with mineral sunscreens is that they’re laborious to mix. You get the white solid,” she went on, of the brand new launch.
The Tower 28 SPF goes on with no white solid — only a refined tint — and hydrates with a creamy texture.
“It actually does really feel and act like a moisturizer, the blendability of it,” stated Liu. “This isn’t a trend-based product. This actually is out of a necessity.”
It’s clinically confirmed to be non-comedogenic and non-acnegenic, making it protected for acne-prone pores and skin. It additionally guarantees to be mild sufficient to not irritate the eyes and to not capsule with make-up. Priced at $32 for 50 ml. (with a travel-size choice), it has three medical seals of approval: the Nationwide Eczema Affiliation Seal of Acceptance, Nationwide Psoriasis Basis Seal of Recognition and the Nationwide Rosacea Society Seal of Acceptance.
“We name it our triple seal program,” stated Liu. “The hope is actually simply that individuals can really feel that rather more assured utilizing the product.”
Tower 28’s total SOS skincare line now has the three seals. (The SOS Rescue Spray continues to be the bestseller, with one bought each 11 seconds globally.)
Tower 28’s SOS FaceGuard Broad Spectrum SPF 30.
Liu has been a voice within the magnificence area for these with eczema. She serves on the board of administrators for the Nationwide Eczema Affiliation, a nonprofit devoted to educating and supporting these affected by eczema, and thru a partnership with Tower 28, gives a $200,000 scholarship to additional its mission.
However now she’s broadened her focus to incorporate all forms of delicate pores and skin issues, together with rosacea, psoriasis and zits. As a part of that effort, Tower 28 has added a medical advisory board to the corporate composed of dermatologist Dr. Joyce Park and double board-certified plastic surgeon Kelly Killeen.
“We’re working with these medical doctors to verify we’re understanding components in a deeper approach, and the way in which that pores and skin works, the way in which pores and skin barrier works,” stated Liu. “We’re actually attempting to cowl the umbrella of delicate pores and skin.”
Amy Liu
