Tower 28 Expands Into Complexion Category With Global Foundation Launch

Tower 28 is making its debut in the foundation category with the release of its Swipe Serum Foundation on August 20. Retailing for $36, the product marks the sensitive-skin brand's largest product launch to date and its initial expansion into skin coverage. The debut also represents Tower 28’s first simultaneous global retail rollout, launching at Sephora locations across the United States, Canada, the United Kingdom, and the Middle East, alongside Mecca stores in Australia.

Founded in 2019 in Santa Monica, California, by Amy Liu, Tower 28 built its reputation on skincare formulations created specifically for reactive skin. Liu designed the new serum foundation to accommodate conditions such as eczema, psoriasis, and acne without irritating skin or compromising coverage.

“What I set out to do was to make something that could cover my skin issues, not make my skin worse, but then also at the same time not exacerbate the way my skin looked,” Liu said.

The dermatologist-approved, non-acnegenic, and non-comedogenic formula utilizes triple-filtered water and meets leading acne-safe standard checks. Its primary active component, portulaca extract, provides anti-inflammatory and antibacterial properties to help calm skin and minimize breakouts. In a clinical trial involving sensitive-skin participants, 94 percent agreed the product did not trigger breakouts after one week of continuous wear.

Developed in collaboration with celebrity makeup artist Delina Medhin, who has acne-prone skin, the brand evaluated diverse skin tones and textures across 36 shades. Medhin noted that formulating the product required more than 60 iterations to balance sufficient moisture for eczema-prone skin while maintaining a suitable finish for acne-prone skin.

While Tower 28 declined to disclose internal sales projections, industry sources estimate the foundation launch could generate approximately $30 million in retail sales. The foundation will release alongside the brand's first application tools: the Big Blender Brush ($28) and the Baby Blender Brush ($18).

The launch campaign originates from a grassroots initiative introduced last year. In honor of Eczema Awareness Month, Tower 28 placed a full-page open casting call in The New York Times for models with sensitive skin conditions. Out of more than 4,000 responses, the brand selected 70 community members to feature in the Swipe Serum Foundation campaign.

This strategy aligns with broader industry movements where authentic audience engagement drives retail momentum, much like how creator-led initiatives like Shelby Ann Bell's Bestie Club highlight the commercial power of community marketing. At the same time, Tower 28's focus on clinical credibility taps into growing demand for skin-first makeup, echoing how brands like CeraVe have scaled clinical skincare across international markets.