Ask The Experts Tower 28 Founder FAQ’s

In case you’ve somehow missed it, we’ve just launched Tower 28 - exclusively at Sephora UK. If you want clean ingredients and great performance (without sacrificing either), then this one’s for you. Founded on the belief that beauty should be safe, inclusive AND fun (especially for those with sensitive skin), every formula is dermatologist-tested and allergy-approved. In other words… your skin barrier is in good hands. Want to know more? Who better to ask than their founder, Amy Liu. Here, she shares the story behind the brand, how she formulated products for reactive skin, and even her personal skincare routine (spoiler: it's full of Tower 28 heroes). From ingredient insights to beauty tips and what's coming next, here’s everything you need to know - straight from the source.

Best Tower 28 products at a glance, Amy Liu's top picks:

Best for eczema: Tower 28 SOS Daily Rescue Facial Spray, £28

Best for an effortless look: Tower 28 BeachPlease Lip + Cheek Cream Blush, £20

Best for curl: Tower 28 MakeWaves Lengthening & Volumising Mascara, £20 

By Sephora UK Editorial Team

Writers and experts

Updated: 6 June 2025

Shop all Tower 28 at SEPHORA UK. 

Q: What’s the inspiration behind Tower 28? 

Amy Liu: I’ve been in the beauty industry for over 20 years, but I’ve dealt with eczema for even longer. I remember wanting to wear makeup to cover it up but always feeling guilty because most products only made my skin worse. Even a lot of the so-called ‘clean’ options still had ingredients that irritated my sensitive skin. I was frustrated that there wasn’t anything out there that was truly safe and effective. I also didn’t think you should have to choose between clean ingredients, performance, and affordability - why not have it all? That’s why I started Tower 28 in 2019, to make beauty products that are safe for sensitive skin, deliver real results, and are affordable (everything is £34 or less).

Q: How is Tower 28 designed with sensitive skin at the heart? What are the main benefits? 

A: As someone with sensitive skin who struggled with eczema for years, I knew firsthand how difficult it was to find beauty products that were truly gentle and safe. From the beginning, I wanted Tower 28 to be a brand that people with sensitive skin could trust 100% without any hesitation. Earning the National Eczema Association seal of acceptance in the US was important because it meant we were meeting the highest standards for sensitive skin, offering a product line that was not only effective but also safe for daily use. 

We ensure our products are safe for sensitive skin by avoiding irritating and toxic ingredients, verifying our formulas with third-party testing, and working toward certifications from organisations like the National Eczema Association, the National Rosacea Society, and the National Psoriasis Foundation.  

Q: What is the story behind the name Tower 28? 

A: The name comes from a real lifeguard tower in Los Angeles, symbolising safety, trust, and community - values that are all central to our brand. The tower has been a meet-up point for my family and friends for as long as I can remember; I’ve always believed the beach represents a healthy, inclusive lifestyle, and that’s the essence we aim to create with Tower 28.

Q: What’s your favourite top three Tower 28 products? 

A: I obviously love all of our products but, if I had to choose, I would say the SOS Rescue Spray, MakeWaves Mascara, and BeachPlease Cream Blush. 

The SOS Spray was one of the first products we formulated because Hypochlorous Acid (its hero ingredient) literally saved my skin. Before it, I was relying on steroids to manage my eczema. Now, I use SOS daily and haven’t needed medication in years. It’s gentle, effective, and multi-use - great for blemishes, cuts, scrapes, even diaper rashes. 

BeachPlease is my go-to for a quick, polished look. You can use it on eyes, lips, and cheeks. I love having a few shades (Magic Hour and After Hours) at my desk for back-to-back Zoom days. 

As someone with super straight lashes, MakeWaves Mascara was a personal mission - it had to hold a curl, add volume, and be gentle on sensitive eyes. It totally delivers and is buildable without clumping or crunchiness. 

Q: What beauty tip do you think everyone should know? 

A: Prioritise skin protection and choose your products wisely. Wearing SPF daily is key, especially if you have sensitive skin. Also, choosing makeup that supports your skin health can make a huge difference in your overall complexion. 

Q: What does your routine look like? 

A: First, I spritz SOS Rescue Spray all over - I don’t usually cleanse in the morning because my skin is dry. I’ve had eczema my whole adult life, and SOS Spray has helped me avoid steroids completely. I even use it on my scalp for seborrheic dermatitis. 

I’m into skin cycling now - it’s helped me build consistency and give my skin time to recover. After SOS, I use a brightening serum (like SkinCeuticals CE Ferulic), then SOS Recovery Cream and Mara Universal Face Oil. 

For SPF, I use SOS FaceGuard Broad Spectrum SPF 30, followed by SunnyDays Tinted SPF 30 and Swipe Serum Concealer. The concealer has just the right coverage and feels super nourishing. My everyday makeup includes BeachPlease in Magic Hour, a few coats of MakeWaves Mascara, and ShineOn Lip Jelly in Sesame - like a balm and gloss in one.

Q: What’s your top skincare ingredient of the moment? 

A: Hypochlorous Acid - hands down. It’s the hero ingredient in our SOS Rescue Spray and changed my life. After years of relying on steroid creams for eczema, this ingredient brought calm and clarity to my skin. Our chemists spent eight years perfecting the stabilization before we launched the formula. 

Q: What’s your life motto? What are the words you live by? 

A: Collaboration over competition. 

Q: What’s next for Tower 28? 

A: We’re focused on continuing to innovate and fill white space with products that are inclusive, effective, and safe for sensitive skin. We’re also excited to keep growing our community - both internationally and at home - while staying true to our mission of making beauty more accessible and joyful for everyone.