Tower 28 Enters Foundation Category with Sensitive-Skin Swipe Serum Foundation

Tower 28 is entering the foundation category for the first time with the launch of Swipe Serum Foundation on Aug. 20. The product marks the brand's largest launch to date and its first global rollout, arriving at Sephora in the U.S., Canada, U.K. and the Middle East, as well as at Mecca in Australia. New makeup tools will accompany the foundation at retail.

Founder Amy Liu, who started the Santa Monica, Calif.-based brand in 2019, said she created the foundation to address her own skin conditions, including eczema, psoriasis and acne. "What I set out to do was to make something that could cover my skin issues, not make my skin worse, but then also at the same time not exacerbate the way my skin looked," she said.

The formula is derm-approved, non-acnegenic, non-comedogenic and passes leading acne-safe checkers. It includes triple-filtered water and hero ingredient portulaca extract, which is known for anti-inflammatory and antibacterial properties to help prevent breakouts and keep skin calm.

In a clinical study, 94 percent of participants with sensitive skin agreed that the foundation did not break them out after one week of wear. The product was developed with celebrity makeup artist Delina Medhin, who has acne, and the team studied real people with varied skin conditions to ensure true representation across all 36 shades.