Tower 28, the California-based beauty brand renowned for its inclusive and skin-friendly products, is set to make its debut in the U.K. exclusively through Sephora. With plans to stock its products in seven locations across the country, the brand is also gearing up for a launch in Sephora’s Liverpool store later this year. This exciting move marks a significant milestone for Tower 28, as they prepare to introduce nine of their bestselling skincare and cosmetic items to U.K. consumers. Noteworthy products include the popular SOS Daily Rescue Facial Spray, the SOS Daily Barrier Recovery Cream, the Swipe Serum Concealer, and the versatile OneLiner Multi-Liner, all poised to resonate with beauty enthusiasts eager for quality options.
The brand’s founder, Amy Liu, expresses great excitement about this new venture, emphasizing that Sephora U.K. aligns perfectly with where their loyal customers prefer to shop. The collaboration reflects a successful trajectory that started in the U.S., where customers quickly learned to find Tower 28 within Sephora’s curated selections. Liu reminisces about her roots, noting that the U.K. holds a special place in her heart. It was in the U.K. that she began her career with Smashbox, and now, two decades later, she’s thrilled to launch her own brand. “It’s surreal to do it now,” she shares, underscoring the fulfillment of her entrepreneurial dreams and the enthusiasm surrounding a growing waitlist for their products in the U.K.
Tower 28’s growth extends beyond the U.K., with plans for expansion into the Middle East later this year. This progressive strategy reflects an understanding of the global beauty market and the demand for products that cater to diverse skin types and beauty preferences. Liu’s vision emphasizes inclusion, with a focus on creating quality products that promote skin health. Sarah Boyd, managing director for Sephora U.K., reinforces this sentiment, explaining that Tower 28’s mission aligns well with the desires of the U.K. beauty community. Their strategy of fostering inclusivity in beauty resonates strongly with a market seeking authenticity and heartfelt products.
The past few years have been transformative for Tower 28, with remarkable growth in both footprint and sales. Liu highlights that the brand experienced a staggering 100% increase in sales during 2024 at Sephora, positioning Tower 28 as a leading choice among customers. “We are the highest productivity brand at Sephora and jumped 17 ranks in 2024,” she reveals, indicating that continued double-digit growth is anticipated in the years ahead. This achievement highlights the effective strategies employed by the brand, allowing them to cater to evolving consumer needs swiftly and decisively.
Australia has also proven to be a fruitful market for Tower 28, where they became the most organically searched brand in Mecca history. This success underscores a clear demand for their offerings and showcases the brand’s ability to resonate across international markets. Liu notes that they currently rank at the top in several product categories in Australia, affirming the global appeal of their inclusive beauty approach. The brand’s ability to garner attention and respect in different regions demonstrates a robust business model rooted in understanding customer desires and preferences.
Overall, Tower 28’s entry into the U.K. signifies more than just a store opening; it represents a heartfelt connection between the brand and its community. Liu’s journey, coupled with Sephora U.K.’s commitment to inclusivity, ensures that Tower 28 is on a promising path toward becoming a beloved brand across various markets. As they prepare to launch, meet with beauty advisors, and engage with press and influencers, it’s evident that Tower 28 is not just aiming for commercial success but is deeply invested in cultivating meaningful relationships in the beauty community. With an ambitious vision for the future, Tower 28 is set to make waves in the beauty industry, heralding a new era of accessibility and care in skincare and cosmetics.
