Tower 28 Lands at Sephora UK
Tower 28, the California-born beauty brand beloved by those with sensitive skin, has launched in Sephora UK, marking its first brick-and-mortar presence in the country.
Since Amy Liu launched the brand in 2019, Tower 28 has emerged as a safe space for sensitive skin, celebrated for its clean, non-irritating formulas, high-performance products, and community-first ethos. Available across the US, Canada, Australia, New Zealand, and now the UK, the brand is stocked by prestigious retailers including Mecca, Credo Beauty, and Sephora.
Earlier this year, Tower 28 cemented its reputation as the leading beauty brand for sensitive skin, becoming the first to receive approval seals from three major organisations across an entire skincare collection.
“We’re thrilled to launch with Sephora UK — it’s clearly the first choice for the savvy social-first, beauty-obsessed customer,” said Liu, Founder and CEO of Tower 28. “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.”
Tower 28 brings nine of its bestsellers to Sephora, including the SOS Daily Rescue Facial Spray, SOS Daily Barrier Recovery Cream, Swipe Serum Concealer, GetSet Matte Powder Blush, and MakeWaves Mascara.
The cult-favourite SOS Daily Rescue Facial Spray harnesses the power of hypochlorous acid, a naturally occurring compound known for its antibacterial and anti-inflammatory properties. It works to calm redness, combat irritation, and support the skin’s defences against daily aggressors. Ideal for everything from post-gym skin to breakouts or eczema flare-ups, it acts as a gentle reset for a compromised complexion.
Another hero, the Swipe Serum Concealer, delivers a boost of hydration while offering medium, buildable coverage to visibly brighten under-eyes, neutralise redness, and disguise blemishes. Lightweight and blendable, it leaves a natural, skin-like finish that won’t cling to dry areas or emphasise uneven texture.
“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,” said Sarah Boyd, Managing Director at Sephora UK. “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. We’re confident Tower 28 will thrive as part of our growing Sephora UK exclusive product offering.”
The Tower 28 edit is now available in all seven Sephora UK locations, as well as online at sephora.co.uk. US customers can purchase the brand at Sephora US, sephora.com, and tower28beauty.com.