Tower 28 Expands Into Complexion with the New Swipe Serum Foundation
Tower 28, the Santa Monica-based beauty brand known for its commitment to sensitive skin, is officially entering the foundation category. Launching on August 20, the Swipe Serum Foundation marks a significant milestone as the brand’s most substantial product debut to date. Priced at $36, this release also signals the brand’s first major global expansion, appearing simultaneously at Sephora locations across the United States, Canada, the United Kingdom, and the Middle East, as well as Mecca in Australia.
Founded in 2019 by Amy Liu, Tower 28 has built a reputation for creating “SOS” (Save Our Skin) products. With this new foundation, Liu aimed to address the specific needs of consumers dealing with visible skin conditions such as eczema, psoriasis, and acne. The goal was to develop a high-performance base that provides coverage without exacerbating irritation or making skin issues more pronounced.
A Dermatologist-Approved Formula Focused on Skin Health
The Swipe Serum Foundation is engineered to be as gentle as it is effective. The formula is dermatologist-approved, non-acnegenic, and non-comedogenic, meeting the strict criteria of leading acne-safe verification tools. Utilizing triple-filtered water as a clean base, the standout component is portulaca extract. This hero ingredient is prized for its antibacterial and anti-inflammatory properties, which help soothe the skin and prevent new breakouts during wear.
The product’s efficacy for reactive skin is backed by clinical data. In a dedicated study, 94 percent of participants with sensitive skin reported that the foundation did not cause breakouts after a full week of regular use. This focus on “skincare-first” makeup aligns with the growing consumer demand for complexion products that actively improve the skin barrier rather than just masking it.
Collaborative Development for Diverse Skin Needs
To perfect the 36-shade range, Liu partnered with celebrity makeup artist Delina Medhin. As a professional who personally manages acne, Medhin brought a unique perspective to the development process. The primary challenge was creating a texture that was versatile enough for conflicting skin concerns. The team worked through more than 60 iterations to find the “sweet spot”—a formula hydrating enough for those with dry eczema but sufficiently lightweight for those with oily, acne-prone skin.
While the brand has not released official sales targets, market analysts and industry insiders suggest the launch could generate approximately $30 million in retail revenue, reflecting the high anticipation for a clean, sensitive-skin-friendly foundation in the current prestige beauty market.
A Marketing Campaign Rooted in Real Skin Transparency
Tower 28’s commitment to authenticity extends beyond the formula and into its marketing. Last year, the brand utilized a full-page advertisement in The New York Times during Eczema Awareness Month to announce an open casting call. Moving away from traditional modeling agencies that often provide talent with “perfect” skin, Liu sought out real members of the sensitive skin community.
From over 4,000 applicants, 70 individuals were chosen to represent the brand in the Swipe Serum Foundation campaign. This initiative reinforces the brand’s mission to foster a safe and inclusive space for people who often feel excluded from mainstream beauty imagery. Alongside the foundation, the brand is also introducing its first application tools: the Big Blender Brush ($28) and the Baby Blender Brush ($18).
Closing Thoughts on Tower 28’s Strategic Evolution
The introduction of the Swipe Serum Foundation is more than just a product launch; it is a strategic move that solidifies Tower 28’s position as a leader in the “clean and sensitive” beauty space. By balancing the moisturizing requirements of eczema sufferers with the non-clogging needs of acne-prone individuals, the brand has filled a significant gap in the market. As it expands globally, Tower 28 continues to prove that clinical-grade skin compatibility and high-aesthetic makeup results can coexist, providing a reliable solution for the millions of consumers navigating chronic skin sensitivities.
