Tower 28’s Entry into the Middle East: A Game Changer for Sensitive Skin Care
Tower 28, a California-based clean beauty brand, is making a noteworthy debut in the Middle East through an exclusive partnership with Sephora. Starting August 26, 2023, online and September 8 in-store, the brand will be available at all 55 Sephora locations across the Gulf Cooperation Council (GCC) region. This move marks a significant step for Tower 28 as it taps into one of the world’s most lucrative beauty markets, renowned for its discerning consumers and demand for high-performance skincare products.
Amy Liu, Tower 28’s founder and CEO, expressed her enthusiasm about this launch, emphasizing the brand’s commitment to providing safe and effective products designed for sensitive skin. Liu described the guiding principle of the brand as “good clean fun,” focusing on creating skincare and cosmetics that are clean, entertaining, and performance-driven. This philosophy resonates deeply with consumers who prioritize ingredient transparency and effectiveness, especially in a region like the Middle East, where beauty rituals are both culturally significant and highly sophisticated.
What sets Tower 28 apart is its adherence to rigorous safety standards; it is the only beauty brand fully compliant with the National Eczema Association’s ingredient guidelines for both skincare and makeup. The brand’s commitment extends to approvals from the National Rosacea Society and the National Psoriasis Foundation, showcasing a dedication to addressing the needs of those with sensitive skin conditions. This foundation of trust and transparency is expected to resonate well with Middle Eastern consumers who are increasingly knowledgeable about skincare ingredients.
Liu’s relationship with Sephora has been pivotal since the brand’s inception in 2019. Within months of launching, Tower 28 products made their way to Sephora stores, and by early 2020, it had reached all U.S. locations. Liu recognizes Sephora not just as a distribution partner, but as integral to building the brand’s identity and presence in the competitive beauty industry. Today, Tower 28 ranks as one of the most productive brands in the U.S. based on retail performance metrics, underscoring Liu’s successful approach of offering both skincare and color cosmetics.
The launch in the Middle East presents a unique opportunity for Tower 28. Liu acknowledges that the region has a discerning customer base that not only seeks high-quality skincare but also has a keen interest in makeup. Understanding the complexities of this market, the brand will introduce its full suite of products, which includes key items from both skincare and makeup categories. Notably, Liu points out that Sephora’s flagship store in Dubai Mall stands as a vital location for the brand’s global ambitions, reinforcing its position within the beauty landscape.
One of the standout products anticipated to make an impact is Tower 28’s SOS Daily Rescue Facial Spray. With its antibacterial and anti-inflammatory properties, this product addresses skin concerns prevalent in the Middle East, including those caused by heat and pollution. Liu has noted strong consumer interest even before the official launch, indicating that there’s a thirst for effective, clean beauty products tailored for this unique environment. As Tower 28 expands globally, Liu remains dedicated to maintaining the brand’s core ethos of accessible luxury while adapting to the specific needs and preferences of each market. Learning from customer feedback and evolving their offerings remains a significant part of the brand’s strategy going forward.
