I discovered Tower 28 Beauty at a Credo Beauty event, pre-pandemic. At this time, they had only released a few products, lip glosses and blushes. The first item I tried from their small line was ShineOn Lip Jelly in Spicy. The line has grown very quickly in the last few years, and they have added items such as their Sunny Days Skin Tint, Make Waves Mascara, Sculpting Contour Cream, and More! Read Below for the Ultimate Tower 28 Beauty Review!
Tower 28 Beauty Founder + Origin Story
Tower 28 was founded in 2017 by Amy Liu, a beauty industry veteran with over 15 years of experience in product formulation, branding, and marketing. Amy wanted to create a brand that was focused on clean beauty and used effective, safe ingredients. She has a personal connection to Tower 28’s mission, as she has battled eczema since she was a child. Amy used her experience to inform the brand’s products and formulations, ensuring that they are free from any potential irritants and allergens. Tower 28 is dedicated to creating safe, effective, and accessible products. The brand is also committed to creating quality products that are affordable, so everyone can enjoy the benefits of clean beauty.
“Tower 28 is the place where two iconic LA worlds come together. It sits at the crossroads of the Santa Monica pier and gritty Venice Beach. A meeting place for locals, Tower 28 symbolizes everything we believe in – community, healthy fun, and clean living.”
Tower 28 Lip Gloss
Tower 28 ShineOn Lip Jelly is one of the most popular lip products on the market today. This vegan, cruelty-free lip jelly is made with natural oils and plant-based waxes, providing a sheer, glossy finish. Its lightweight formula is designed to hydrate and nourish lips with avocado and jojoba oil, while its blend of antioxidants, including vitamin E, help to protect and condition. The jelly-like texture glides on smoothly and melts into the lips, offering a hint of color with a wet-looking shine. It’s perfect for adding subtle color and shine to any makeup look, or can be worn alone for a natural, healthy-looking finish.
I have three shades of the ShineOn Lip Jellies (pictured in order from left to right): Chill (clear), Spicy (sheer red), and XOXO (sheer pink). These have a light vanilla/candy flavor.
Tower 28 Milky Lip Jelly
Tower 28 Milky Lip Jellies are a great way to add a touch of hydration and shine to the lips. I love how lightweight the formula is and how it gives a subtle shine. The milky texture helps to keep lips feeling soft and hydrated all day. The color payoff is excellent, and the shades are perfect for everyday wear. The Milky Lip Jellies are more neutral in tone than the previously mentioned lip glosses. I recommend these, and they are under $20!
The two shades I have of the ShineOn Milky Lip Jellies are Oat (pictured left) and Coconut (pictured right). They have the same flavor as the regular Lip Jellies.
Tower 28 Beauty Review JuiceBalm
Tower 28 JuiceBalm is a fantastic tinted lip balm that nourishes and moisturizes with a pop of color. It’s made with natural ingredients and is perfect for everyday use. The balm is lightweight and not too sticky, nourishing the lips while adding a bright pop of color. The pigment of this balm wears coats the lips and wears opaque. It looks like a stain but isn’t drying like a stain. My lips feel softer and smoother after using this product. I highly recommend it!
Tower 28 JuiceBalm pictured in Squeeze.
Tower 28 Beauty Review Multi-Liner
The Multi Liner for lips, eyes, and cheeks is a great way to simplify your makeup routine. It’s easy to use, and the colors are vibrant and long-lasting. The formula glides on smoothly and doesn’t smudge or fade quickly. I was skeptical of this multi-liner; how could it work to line my lips & eyes and work as a cheek product too? I have been using Fill Me In (a rosy/pink beige shade), and it is a refreshing pop of color on my lash line without being bold or overstated. It wears nicely on the lips and cheeks too! It is creamy, so the transfer is quick and easy, but it has a drier hold, so the pigment stays in place. I was so surprised I liked this, and I consider it a multi-use after using it multiple ways. (Oh, it’s also $15–STEAL!)
Tower 28 Make Waves Lengthening Mascara
Unfortunately, I’m not a fan of Tower 28’s mascara. I am not obsessed with silicon mascara wands in general. The positives of this mascara are that it does not smudge and does a decent job of defining my lashes. I don’t love it because the side of the brush that adds volume is SUPER messy. I have seen this mascara go viral, and I don’t understand why? There are some fantastic volumizing mascaras, like Jones Road Beauty’s Mascara, and some great defining and lengthening mascaras, like Ilia’s Limitless Lash Mascara. The Make Waves Mascara is not bad for me, but it isn’t a favorite.
SunnyDays SPF 30 Tinted Sunscreen
Tower 28 SunnyDays SPF 30 Tinted Sunscreen is an excellent product for anyone looking for a foundation that provides an extra layer of protection. The tint is enough to give a subtle, natural-looking glow without looking orange or greasy. It’s not thick and absorbs into the skin, making it appear dewy and not oily. It goes on smoothly and doesn’t feel heavy or sticky. I like that this has SPF, but I still use another SPF underneath to protect my skin.
BeachPlease Luminous Tinted Balm
Tower 28 BeachPlease Luminous Tinted Balm is an excellent multi-use tinted lip and cheek product. I have been impressed with the pigment in these balms! I have three very different shades Power Hour (a deep terracotta), Magic Hour (a rosy beige), and Rush Hour (a peachy pink). The pigment of this product is opaque, and the formulation is creamy. This product doesn’t have a dewy finish, and it’s more satin-matte. As a lip product, it leaves the lips moisturized and pigmented. On the cheeks, these Tinted Balms leave the cheeks rosy and moistured!
Sculptino versus Bronzino
The Tower 28 Sculptino and the Tower 28 Bronzino are both bronzer balms. One is designed to give the skin a sun-kissed glow, while the other works best to contour. Both come in a convenient, portable compact with a smooth texture that allows easy application. The main difference is the shade; the Sculptino is a matte bronzer, while the Bronzino is a shimmery gold bronzer. The Sculptino is better for those looking to carve out their cheekbones, and the Bronzino is best for those who want to add a sun-kissed glow. The Sculptino is oilier in formulation/texture and the Bronzino is creamier. Both products can be used on the cheeks simultaneously, as they have different purposes.
SOS Daily Rescue Facial Spray Tower 28 Beauty Review
The Tower 28 SOS Daily Rescue Facial Spray is a great choice for anyone looking to keep their skin hydrated and refreshed. It has relieved my skin during its worst days of eczema. It is made with soothing ingredients like water, sodium chloride, and hypochlorous acid. These all provide an immediate and long-term reprieve from eczema and skin sensitivity. The spray is lightweight and fast-absorbing, leaving skin feeling refreshed and hydrated. It helps to reduce redness and calm skin. The packaging is also great. I love the bright, fun color! I highly recommend this facial spray for anyone who suffers from eczema and other skin sensitivities.
Where Is Tower 28 Available?
Resources
Behind Her Empire Quitting Your 9-5 & Betting on Yourself, Ep 111 | Amy Liu. https://www.behindherempire.com/episode/amy-liu
Stack Your Habits, Follow Your Dreams, and Indulge in Fluttery Mascara and Chic Lip Jelly. https://goop.com/beauty/makeup/makeup-and-skin-care-tricks-from-tower-28-beauty-founder/
Why Tower 28 Founder Amy Liu Risked It All For Her Brand. https://dot.la/tower-28-amy-liu-2657714605.html
FTC: I do have affiliate links in this, Tower 28 Beauty Review, blog post. If you purchase something from my link, I will receive a small commission from the sale. This comes at no cost to you, but is paid by the company. I do not take becoming an affiliate with any company lightly. If I am, it’s because I believe in the company and their product.
