Tower 28, the clean beauty brand founded by Amy Liu in Santa Monica in 2019, is setting to launch an exciting new product: the SOS FaceGuard Broad Spectrum SPF 30. This mineral sunscreen is not just another beauty item; it’s a labor of love that has taken two and a half years to perfect. The product will be available online on May 19, 2024, at tower28beauty.com, sephora.com, and revolve.com, with in-store availability starting May 22 at Sephora and Sephora at Kohl’s. With a commitment to addressing sensitive skin needs, the SPF 30 offers a gentle yet effective solution for anyone concerned about skin irritation.
The development of this sunscreen reflects Liu’s personal journey with sensitive skin, particularly her experiences with eczema. Her determination to create non-toxic and non-irritating beauty products stems from her own battles with skin sensitivity. This ethos is deeply embedded in Tower 28’s mission, making their offerings not just products, but essentials designed to empower individuals struggling with similar skin conditions. Liu emphasizes the hard work and numerous revisions behind the formulation of the new sunscreen, underlining the brand’s commitment to creating effective and safe skincare solutions.
The response to Tower 28’s existing products has been overwhelmingly positive, attributed to the brand’s focus on skincare that resonates with consumers. Tower 28 recorded a remarkable 145 percent growth in 2024, securing its position among the top 15 makeup brands at Sephora. The brand’s rapid expansion is also reflected in its growing customer base, showcasing the increasing demand for products that prioritize skin health without compromising quality or effectiveness.
Liu’s entrepreneurial journey began with a personal investment; she raised $500,000 from her network and subsequently secured further investment in 2023 to continue expanding her vision. A focal point of the brand’s new sunscreen is its formulation: opting for a mineral sunscreen instead of the typical chemical alternatives, which often cause irritation. The innovative texture of the SPF 30 allows for smooth application without the dreaded white cast typical of mineral sunscreens, making it accessible for a diverse range of skin tones. With a creamy feel, it doubles as a moisturizer, promoting hydration alongside sun protection and meeting Liu’s vision of formulating products that cater to genuine needs rather than fleeting trends.
Notably, the sunscreen is formulated to be non-comedogenic and safe for acne-prone skin, making it an inclusive product suitable for various skin types. Priced at $32 for a 50 ml size, it comes with a travel-sized option, providing convenience for on-the-go beauty lovers. Importantly, the sunscreen boasts three medical seals of approval: from the National Eczema Association, National Psoriasis Foundation, and National Rosacea Society, emphasizing its safety and efficacy for sensitive skin. Liu refers to this as their “triple seal program,” aiming to inspire confidence in users who may have previously been hesitant to try similar products.
Liu’s involvement in advocating for individuals with eczema extends beyond her products; she serves on the board of directors for the National Eczema Association and actively supports its mission through scholarships and educational initiatives. The brand’s commitment has now evolved to encompass a broader range of sensitive skin issues, including rosacea, psoriasis, and acne. To ensure their developments align with scientific understanding, Tower 28 has established a medical advisory board featuring respected dermatologists. This ongoing collaboration is designed to deepen the brand’s knowledge of skin care solutions, ultimately benefiting those with various sensitive skin concerns and reinforcing Tower 28’s commitment to holistic skincare solutions.