The wait is finally over: Tower 28, the Los Angeles beauty brand that’s become a cult obsession in just a few short years, has officially landed in the Middle East through Sephora. Already beloved by editors, TikTok creators, and celebrities like Hailey Bieber, the brand’s arrival marks a major moment for beauty lovers across the region who have been quietly stocking up on their trips to the US or ordering online from afar. Now, for the first time, their playful, skin-friendly products are on the shelves right here at home.
Founded in 2019 by Amy Liu, Tower 28 was born out of a deeply personal mission. After struggling with chronic eczema, Liu wanted to create makeup that was not only stylish and fun, but also safe for sensitive and reactive skin. The brand takes its name from a lifeguard tower in Santa Monica, a nod to the inclusive, sun-drenched beach culture that has always defined LA. True to that ethos, every product is vegan, cruelty-free, and formulated to meet the strict standards of the National Eczema Association, making Tower 28 one of the very few brands that bridges the gap between dermatologist-approved skincare and makeup you actually want to wear out.
View this post on Instagram
Part of Tower 28’s magic lies in how seamlessly it straddles the line between skin and color. Its SOS Daily Rescue Facial Spray, a hypochlorous acid mist designed to calm redness and irritation, has achieved near-holy-grail status on TikTok, while the ShineOn Lip Jelly—somewhere between a gloss and a balm—has become a fixture in the handbags of beauty editors everywhere. More recently, the brand has expanded into SPF, blushes, and tinted skin products, all designed to perform without triggering irritation, proving that “clean” doesn’t have to mean boring.
The formulas are only part of the story. Tower 28’s rise has also been powered by smart, authentic marketing, leaning into social media buzz and word of mouth rather than heavy-handed campaigns. The result is a brand that feels less like a faceless corporation and more like a friend who just happens to have the best recommendations. It’s that mix of trust and excitement that has propelled the brand from a niche indie label to a global beauty player in just five years.
For Middle Eastern consumers, the launch feels particularly timely. Between the desert climate, humidity, and city pollution, sensitive skin concerns are a daily reality, and Tower 28’s lineup of soothing, non-irritating formulas couldn’t be a better fit. With the rollout across Sephora’s GCC stores and online, the brand’s most beloved products are finally within easy reach—and given their track record of selling out quickly, chances are they won’t stay on shelves for long.
