Tower 28 Beauty

A popular clean makeup line based in Southern California.

Tower 28 Beauty was founded by USC Marshall MBA graduate Amy Liu who had struggled with eczema and saw a need for clean, sensitive skin-friendly makeup products across all complexions.

The brand name “Tower 28” is inspired by the lifeguard tower between Santa Monica and Venice Beach, evoking inclusivity with makeup colors designed to flatter every skin tone.

Tower 28 launched the “Clean Beauty Summer School” initiative in 2020 to support the growth of BIPOC-owned brands in the clean beauty space.

The brand’s mission is “It’s Okay To Be Sensitive,” catering to those with sensitive skin while using clean, non-harmful ingredients.

TWO Allure Readers’ Choice Awards!! 🏆

Nearly 600,000 people voted to name OneLiner Multi Liner + ShineOn Lip Jelly the Best Clean Eye Makeup and Best Clean Lip Gloss products of 2024.

* Tower 28 products are distributed at major retailers like Sephora, Kohl’s, Revolve, and Credo Beauty. Credo has three stores in Los Angeles — including one on Larchmont Boulevard.