{"id":2736,"date":"2026-08-20T08:00:52","date_gmt":"2026-08-20T00:00:52","guid":{"rendered":"https:\/\/nichebeaty.com\/index.php\/2026\/08\/20\/tower-28s-new-foundation-was-made-with-sensitive-skin-in-mind\/"},"modified":"2026-08-20T08:00:52","modified_gmt":"2026-08-20T00:00:52","slug":"tower-28s-new-foundation-was-made-with-sensitive-skin-in-mind","status":"publish","type":"post","link":"https:\/\/nichebeaty.com\/index.php\/2026\/08\/20\/tower-28s-new-foundation-was-made-with-sensitive-skin-in-mind\/","title":{"rendered":"Tower 28\u2019s New Foundation Was Made With Sensitive Skin in Mind"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">For Tower 28 founder and CEO Amy Liu, launching the brand\u2019s first foundation has been a long time coming. \u201cThis is literally the product that I was looking for,\u201d Liu shared during a recent episode of <em class=\"italic\">The Beauty Authority. <\/em>\u201cThis is the reason why I started the company.\u201d<\/p>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">After years of dealing with eczema and reactive skin, Liu knew the dilemma of wanting makeup to cover redness and uneven texture while worrying it could make her skin worse. \u201cI really wanted to cover up my face and make my skin look better,\u201d she said. \u201cBut then I was so worried that I was putting something on my face that would make my skin worse.\u201d<\/p>\n<\/div>\n<div>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">That experience helped shape Tower 28 from the beginning. Liu wanted products for sensitive skin that still delivered everything she loved about makeup: performance, color and fun.<\/p>\n<div class=\"my-8\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Inside Tower 28\u2019s First Foundation With Amy Liu | The Beauty Authority | NewBeauty\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/U6Lq5LGtXQI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div>\n<h2 id=\"the-foundation-she-wanted-all-along\" class=\"font-canela mb-4 mt-8 text-2xl font-light leading-tight text-black md:text-3xl\">The Foundation She Wanted All Along<\/h2>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">The result is Tower 28 Swipe Serum Foundation ($36), a 36-shade, a 36-shade, medium-buildable formula made with 82-percent skin-care ingredients. It includes glycerin, squalane, fermented oat and portulaca extract and is the first and only foundation to receive the National Eczema Association Seal of Acceptance.<\/p>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">Liu was hands-on when it came to getting the formula right. During development, she bought foundations across Sephora and compared them directly with Tower 28\u2019s. \u201cEvery day I would wear ours on one half of my face,\u201d she said, with another foundation on the other.<\/p>\n<figure class=\"my-8 mx-auto max-w-full\"><img decoding=\"async\" src=\"https:\/\/cdn.sanity.io\/images\/0vv8moc6\/newbeauty\/35d577f5cd33c131f79a727fe379d563f3c03f59-4440x5339.jpg?w=1200&amp;auto=format&amp;q=70\" alt=\"\" width=\"4440\" height=\"5339\" class=\"h-auto w-full rounded\" loading=\"lazy\"\/><\/figure>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">The goal went beyond coverage and finish. \u201cI try to think about not just myself, but the broader umbrella of sensitive skin,\u201d Liu said, including those with acne-prone skin. It\u2019s an approach that has defined Tower 28, from its sensitive-skin-friendly makeup to its popular SOS Daily Rescue Facial Spray.<\/p>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">Perhaps the biggest endorsement comes from Liu herself. Despite founding a makeup brand, foundation had never been part of her routine. \u201cI\u2019ve never worn foundation until this,\u201d she said.<\/p>\n<figure class=\"my-8 mx-auto max-w-full\"><img decoding=\"async\" src=\"https:\/\/cdn.sanity.io\/images\/0vv8moc6\/newbeauty\/c5c467a5f1b463f9a4f4944696928330996659f0-5390x6690.jpg?w=1200&amp;auto=format&amp;q=70\" alt=\"\" width=\"5390\" height=\"6690\" class=\"h-auto w-full rounded\" loading=\"lazy\"\/><\/figure>\n<h2 id=\"accessible-coverage\" class=\"font-canela mb-4 mt-8 text-2xl font-light leading-tight text-black md:text-3xl\">Accessible Coverage<\/h2>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">Accessibility has been part of Liu\u2019s vision for Tower 28 from the beginning, including the price point. \u201cOne thing I set out to do was I really wanted to democratize product,\u201d she said. The foundation comes in at $36, a price Liu was intentional about maintaining despite the testing involved. \u201cWhy is it that the things that are more clean or safer for sensitive skin or have been really tested, why is that something that is only for someone really wealthy?\u201d<\/p>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">That accessibility is also about reach. Liu says Tower 28 is becoming more global than ever, including a launch at MECCA in Australia and New Zealand.<\/p>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\">In the U.S., Swipe Serum Foundation launches August 19 exclusively on the Sephora app, August 20 on Sephora.com and August 24 more widely.<\/p>\n<h3 id=\"shop-swipe-serum-foundation\" class=\"font-canela mb-3 mt-6 text-xl font-light leading-tight text-black md:text-2xl\">Shop Swipe Serum Foundation<\/h3>\n<figure class=\"my-8 mx-auto max-w-full\"><img decoding=\"async\" src=\"https:\/\/cdn.sanity.io\/images\/0vv8moc6\/newbeauty\/c74a46ec1cae5a5b4c667fc6fb6ab568ec77d667-6985x4673.jpg?w=1200&amp;auto=format&amp;q=70\" alt=\"\" width=\"6985\" height=\"4673\" class=\"h-auto w-full rounded\" loading=\"lazy\"\/><\/figure>\n<p class=\"text-md mb-6 leading-relaxed text-gray-500\" style=\"text-align:center\">BUY NOW \u2013 $36<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>For Tower 28 founder and CEO Amy Liu, launching the bra [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"_links":{"self":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts\/2736"}],"collection":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/comments?post=2736"}],"version-history":[{"count":0,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts\/2736\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/media\/2737"}],"wp:attachment":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/media?parent=2736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/categories?post=2736"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/tags?post=2736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}