Tower 28 makes the biggest foundation launch yet

Noah Miller 08/21/2026

Tower 28 Makes a Splash: Sensitive Skin Brand Expands into Foundations with Global Debut

The beauty landscape just got a little more luminous. Tower 28, a brand built on the foundation of sensitive-skin care, is making a bold leap, expanding into the foundation category with the launch of the Swipe Serum Foundation. This isn’t just another product; it marks the brand’s most significant launch to date and its very first simultaneous global rollout, signaling a major shift in how the brand plans to conquer the complexion market.

Launched on August 20, the Swipe Serum Foundation immediately carved out a unique niche. It extends Tower 28’s established reputation for gentle, high-performance skincare directly into the realm of makeup. The product is meticulously formulated with a comprehensive 36-shade range, specifically designed to address the complex concerns of consumers dealing with sensitive skin conditions, including acne, eczema, and psoriasis.

This focus on sensitive skin isn’t just a marketing angle; it is the core differentiator that has defined Tower 28 since its inception. By leveraging this established trust, the brand has successfully positioned itself as a trusted source for those with highly reactive skin, a positioning that is proving immensely valuable as the market demands more inclusive and gentle formulas.

The move into foundations is a strategic masterstroke. It allows Tower 28 to enter a significant new beauty category while seamlessly translating its existing brand equity into the complexion market. It’s a perfect example of leveraging existing brand trust to explore new frontiers.

Adding global ambition to this exciting expansion, the foundation line is rolling out internationally through prestigious retailers like Sephora and Mecca. This simultaneous global launch solidifies Tower 28’s intent to scale rapidly, positioning itself not just as a niche brand but as a globally recognized player.

While exact sales forecasts remain under wraps, industry observers estimate that this ambitious launch could generate around US$30 million in retail sales, underscoring the market potential for sensitive-skin focused beauty products.