Tower 28 lands on UK shelves with Sephora
California-based beauty brand Tower 28 has officially landed on UK shelves, marking its first-ever brick-and-mortar retail presence in the market with Sephora. Known for its sensitive skin-safe formulas, the brand has rolled out across all seven Sephora UK stores, with an eighth to follow soon in Liverpool.
Tower 28 is making a statement as Sephora UK’s latest "Only at Sephora" brand. Its arrival brings a curated edit of viral favourites and cult classics to UK beauty fans -products previously only available online at Cult Beauty.
Founded in 2019 by industry veteran Amy Liu, who created the brand after decades of struggling to find makeup that worked with her eczema, Tower 28 has carved out a niche as the first beauty brand to fully comply with the National Eczema Association’s ingredient guidelines across both skincare and colour cosmetics. All products are vegan, cruelty-free, non-comedogenic, and fragrance-free—an offering that bridges fun, high-performance formulas with inclusive, skin-first values.
Liu told TheIndustry.beauty: "We’re thrilled to launch with Sephora UK... We initially launched with Sephora in the United States and have cultivated a strong and loyal customer base there - something I observed firsthand during recent market visits.
"Sephora’s commitment to excellence is evident in its beautifully designed stores and continued investment in the business. We are especially proud that this marks our largest waitlist to date for Sephora UK."
Amy Liu, Founder of Tower 28
Sarah Boyd, Managing Director at Sephora UK, said: "We’re so excited to be launching our latest ‘Only At Sephora’ brand, Tower 28, into Sephora UK as a continuation of our mission to offer our shoppers fresh, forward-thinking brands that are unique to us and truly resonate.
"Tower 28 has already seen incredible success at Sephora US with its inclusive, skin-loving approach to beauty, which speaks directly to what our UK community is seeking."
Tower 28 products sold at Sephora include:
- SOS Daily Rescue Facial Spray (£28)
- ShineOn Lip Jelly (£16)
- Swipe Serum Concealer (£22)
- BeachPlease Cream Blush (£20)
- MakeWaves Mascara (£20)
- GetSet Matte Powder Blush (£22)
- SOS Daily Barrier Recovery Cream (£24)
- OneLiner Multi-Liner (£15)
- GetSet Pressed Powder (£28)
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