Brand profileBeauty & Personal Care
Tower 28 Beauty
Brand in Beauty & Personal Care
Beauty & Personal Care
its home category
What the AIs say
#16 best · 3 of 6 agree“Gemini ranks Tower 28 Beauty highest (avg #8.5 over 4 mentions); ChatGPT is the most sceptical (#18.0).”
synthesised · the AI panel
What the press says
Positive · 8 stories · 30d to Jul 26“Tower 28 Beauty receives predominantly positive coverage highlighting customer loyalty to its products and founder Amy Liu's approach to sensitive and rosacea-friendly skincare, with a notable…”
synthesised · 8 articles via Google News · Women's Health, Real Simple +6
The brief
The brand in a paragraph.
Tower 28 Beauty earns consistent press backing for its focus on sensitive-skin formulas and sustainable product launches, though its market presence remains modest compared to larger cosmetics competitors. Founder Amy Liu's mission-driven positioning resonates with reviewers, but the brand's scale and reach lag behind established players in lip care and colour cosmetics.
Why value · Lip Care & Cosmetics?
How Tower 28 Beauty earns the label.
3 of Tower 28 Beauty's ranked products in Lip Care & Cosmetics carry street prices, and 2 of the 3 land in the value third of their fields — the ShineOn Milky Lip Jelly and the JuiceBalm Tinted Lip Balm; the rest sit 1 in the middle third.
Tower 28 Beauty's median street price here is $16 — 33% below the $23 median across every priced product ranked in Lip Care & Cosmetics. The label describes where the prices sit, not how good the products are.
Price neighbors — Lip Care & Cosmetics
as of September 15 · 10 brand medians · Google Shopping?
Act one
What the machines think.
Several AI models read the whole category and rank Tower 28 Beauty's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Gemini ranks Tower 28 Beauty highest (avg #8.5 over 4 mentions); ChatGPT is the most sceptical (#18.0).
Gemini
#8.5
avg over 4 mentions · best #6
Perplexity
#17.6
avg over 5 mentions · best #5
ChatGPT
#18.0
avg over 6 mentions · best #5
The words the panel uses
AI most often praises Tower 28 Beauty for being "glossy" (4 mentions) and "sensitive skin" (4).
- glossy4
- sensitive skin4
- tinted3
- soothing3
- vegan3
- hypochlorous acid3
- sheer2
- juicy2
- sensitive-lip friendly2
- non-sticky2
- calming2
- eczema-friendly2
Wins & misses?
Where it leads, where it lags.
3 top-10 wins versus 1 lag spot where Tower 28 Beauty finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 16 weeks of tracking: 0 intents steady, 6 climbed, 0 slipped. Biggest move: climbed 16 ranks in Best Tinted Sunscreens (now #8).
Act two · ★ new
What the people say.
The same lineup, judged by the owners who bought and filmed it and the press that covers them.
Video reviews?
What reviewers say about the brand.
AI summary of 2 reviews · as of Aug 2026
Reviewers see Tower 28 as a sensitive-skin-focused, clean beauty brand that delivers surprisingly lightweight, natural-looking makeup with a few standout hero products.
What they praise
- Formulas feel lightweight and blend seamlessly into skin
- Concealer and bronzer are praised for natural, buildable coverage without looking heavy
- Brand identity around sensitive skin and clean ingredients feels genuine, not just marketing
- Founder story and mission resonate with reviewers and add trust in the brand
- Shade ranges are generally flexible enough to mix and match for a good match
What they knock
- Shade matching can be tricky, with some shades leaning too warm or peachy
- Some products, like the tinted balm, are limited in versatility for certain eye or lip shapes
- Not every product in the lineup is a standout, with quality feeling uneven across the range
Who reviewers think this brand is — and isn’t — for
For you if
Look elsewhere if
In their own words
“This is by far my favorite product from tower 28 beauty it's stunning”
— Mae Sitler
“This feels like nothing on my face, but the coverage is covering.”
— Slashed Beauty
Synthesised from: Mae Sitler · Slashed Beauty
Tower 28 Beauty Full Line Review (BEST vs. WORST)
Mae Sitler
Is Tower 28 Worth The Money Over Drugstore? Tower 28 Review on Dry Combo Skin
Slashed Beauty
In the press?
What the world is saying.
What’s being written about Tower 28 Beauty lately — and the mood of it. 8 pieces in the 30 days to July 26, coverage skews positive.
WWomen's Health:max_bytes(150000):strip_icc()/rs-tower-28-tinted-sunscreen-tout-4bdc68ac32d74f55b5a3eba310c6bec9.jpg)
RReal Simple
NNew York MagazineNew York Magazine·Neutral
Everything Is 28 Percent Off at Tower28 (opens in a new tab)
GGreen Queen MediaGreen Queen Media·Positive
Tower 28 Beauty Debuts Bill Gates-Backed Palm Oil Alternative in Lip Plumper (opens in a new tab)
JJoySauce
EE! News:max_bytes(150000):strip_icc()/070726-tinted-moisturizer-lead-966b3aa5cd1c4ff78c6e6caf5bd9929b.jpg)
Iinstyle.com
CCosmetics BusinessCosmetics Business·Neutral
Paulina Char departs Tower 28 Beauty after eight years (opens in a new tab)as of July 26 · 8 stories?
Act three
The lineup, ranked.
Every Tower 28 Beauty product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
SunnyDays SPF 30 Tinted Sunscreen Foundation is Tower 28 Beauty's most-recommended product, ranking across 4 buyer questions, with ShineOn Lip Jelly close behind.
Tinted sunscreen foundation with SPF 30
Gentle daily facial cleanser for sensitive skin
Frequently asked
What buyers want to know.
What is Tower 28 known for?
Reviewers describe it as a clean beauty brand focused on sensitive skin that delivers lightweight, natural-looking makeup. The brand's founder story and mission around sensitive skin resonate as genuine rather than marketing speak.
Which Tower 28 products stand out most?
Reviewers single out the concealer and bronzer for natural, buildable coverage without heaviness. Reviewers disagree on which is the stronger hero product—some call the bronzer the best in the line, others praise the concealer instead.
Is Tower 28 good for sensitive skin?
Yes. The brand is built around sensitive and rosacea-friendly formulas, and reviewers note the formulas feel lightweight and blend seamlessly. Buyers keep coming back to products like the tinted sunscreen after extended use, according to press coverage.
What are the main drawbacks?
Shade matching can be tricky, with some shades leaning too warm or peachy. Not every product in the lineup performs equally—quality feels uneven across the range. Some products like the tinted balm have limited versatility depending on eye or lip shape.
Who should buy Tower 28 and who should skip it?
Reviewers say people with sensitive or reactive skin who want clean, lightweight makeup with natural finishes will like the brand. Those seeking a huge shade range or heavy, full-coverage formulas may find the lineup limiting.
Do Tower 28's marketing claims hold up?
A check of seven claims across two products found six held true and one was mixed—none were found to be overstated.
Rivals?
Who it competes against.
Tower 28 Beauty's closest rival is Clinique — and Tower 28 Beauty comes out ahead in 6 of 8 of the questions they both answer (75%).
- CliniqueBeauty & Personal CareTower 28 Beauty leads 6–2 · 8 shared · 3 categoriesCompare
- InnisfreeBeauty & Personal CareTower 28 Beauty leads 5–3 · 8 shared · 3 categoriesCompare
- Summer FridaysBeauty & Personal CareTower 28 Beauty leads 5–3 · 8 shared · 3 categoriesCompare
- Tower 28Beauty & Personal CareTower 28 Beauty leads 5–3 · 8 shared · 3 categoriesCompare
- NeutrogenaBeauty & Personal CareNeutrogena leads 6–2 · 8 shared · 3 categoriesCompare
- TatchaBeauty & Personal CareTatcha leads 3–2 · 6 shared · 3 categoriesCompare
- GlossierBeauty & Personal CareTower 28 Beauty leads 3–2 · 5 shared · 3 categoriesCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #5), across 9 buying intents.
- AI verdictGemini ranks Tower 28 Beauty highest (avg #8.5); ChatGPT most sceptical (#18.0).
- TraitsMost often associated with “glossy” (4 mentions) and “sensitive skin” (4).
- Top productSunnyDays SPF 30 Tinted Sunscreen Foundation is the most-mentioned Tower 28 Beauty product this snapshot.
- Closest rivalClinique (6–2 across 8 shared intents).
browse Tower 28 Beauty in these categories