• The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    Ube Vanilla
  • The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    Watermelon Kiwi
  • The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    Dulce de Leche
  • The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    Blood Orange Vanilla
  • The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    SOS Vanilla
  • The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] LipSoftie® Lip Treatment LipSoftie® Lip Treatment Tower 28 Beauty's LipSoftie® Lip Treatment in Sugar Plum applied on model. [Sugar Plum]
    Bestseller
    LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

    Sugar Plum
  • The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] SOS Vanilla [The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla]
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    SOS LipSoftie® Lip Treatment

    Tinted Lip Treatment Balm

  • Tower 28 skincare treatment set with four tubes and a box on a white background [Shared] Four tubes of Tower 28 lip gloss in different colors with product names and limited edition labels. [Shared]
    Save $12
    Lil’ Softies Lip Treatment Set

    Limited Edition Mini Lip Balms

  • [Shared: Tower 28 Beauty LipSoftie™ Date Night Duo pictured in Watermelon Kiwi and SOS Clear] [Shared: Tower 28 Beauty's LipSoftie™ Date Night Duo colors swatched on a plain white background ]
    Save $2
    LipSoftie® Treatment Duo

    Pick Your Favorite Shades

    Choose  —  $30.00
  • Three Tower 28 lip glosses on a white background [Shared] Close-up of a person with a pink lip gloss and Tower 28 product in the background [Shared]
    Save $8
    ShineOn Lip Jelly Trio

    Always Shiny, Never Sticky.

    Choose  —  $40.00

Pick Your Flavor

  • Sugar Plum

    Sheer Mauve
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Confetti Cake on her lips]

    Confetti Cake

    Sheer Lavender-Pink
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Red Bean Mochi on her lips]

    Red Bean Mochi

    Sheer Rosy Nude
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Dulce de Leche on her lips]

    Dulce de Leche

    Sheer Nude
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Watermelon Kiwi on her lips]

    Watermelon Kiwi

    Sheer Baby Pink
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Blood-Orange Vanilla on her lips]

    Blood Orange Vanilla

    Sheer Red-Orange
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in Ube Vanilla on her lips]

    Ube Vanilla

    Sheer Burgundy
  • [A close up of a model wearing Tower 28 Beauty's LipSoftie™ Lip Treatment in SOS Vanilla on her lips]

    SOS Vanilla

    Clear

  • Lil’ Softies Lip Treatment Set

    (Shades include Red Bean Mochi, Watermelon Kiwi, Iced Dulce de Leche and Tiramisu)

  • LipSoftie® Lip Treatment x 4

    (Shades include SOS Vanilla, Confetti Cake, Sugar Plum and Red Bean Mochi)

Designed for Sensitive Skin 😊

We’re strict about what goes into our products (and what stays out). Our therapist calls it setting healthy boundaries.

High-Performance Product ✨

No compromises. Our award-winning clean makeup and skincare are top-shelf for a reason. Just ask Allure (Best of Beauty Winner x4!).

Vegan + Cruelty-Free

ALL Tower 28 products are made without animal byproducts and never tested on animals (just humans!).

SHOP ALL
Tower 28 skincare treatment set with four tubes and a box on a white background [Shared] Four tubes of Tower 28 lip gloss in different colors with product names and limited edition labels. [Shared]
Save $12
Lil’ Softies Lip Treatment Set

Limited Edition Mini Lip Balms

Tower 28 skincare product set with red packaging on a white background [Shared] TOWER28 skincare products with 'Your SOS Rescue Routine' text on a white background [Shared]
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Save $6
SOS Skincare Minis Kit

Mini Skincare Bestsellers

[Shared] [Shared]
Save $11
MakeWaves® Mascara Duo

Full-Size Mascara in Black + Brown

Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Roxy] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Troubadour] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Chateau] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Avalon] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Whisky] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Viper] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Bungalow] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Garden] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Studio 28] [GoGo Eyeshadow Set] GoGo Cooling Shimmer Eyeshadow
New
GoGo Cooling Shimmer Eyeshadow

Cooling + Soothing Eyeshadow Stick

Roxy
Tower 28 Beauty Swipe Serum Concealer in the shade 4.0 DTLA, shown with the tube standing upright next to the open applicator wand to reveal the product. [4.0 DTLA] Tower 28 Beauty Swipe Serum Concealer in the shade 1.0 BH, shown with the tube standing upright next to the open applicator wand to reveal the product. [1.0 BH] Tower 28 Beauty Swipe Serum Concealer in the shade 2.0 BU, shown with the tube standing upright next to the open applicator wand to reveal the product. [2.0 BU] Tower 28 Beauty Swipe Serum Concealer in the shade 3.0 CC, shown with the tube standing upright next to the open applicator wand to reveal the product. [3.0 CC] Tower 28 Beauty Swipe Serum Concealer in the shade 5.0 EP, shown with the tube standing upright next to the open applicator wand to reveal the product. [5.0 EP] Tower 28 Beauty Swipe Serum Concealer in the shade 6.0 IE, shown with the tube standing upright next to the open applicator wand to reveal the product. [6.0 IE] Tower 28 Beauty Swipe Serum Concealer in the shade 7.0 KTOWN, shown with the tube standing upright next to the open applicator wand to reveal the product. [7.0 KTOWN] Tower 28 Beauty Swipe Serum Concealer in the shade 8.0 LBC, shown with the tube standing upright next to the open applicator wand to display the product. [8.0 LBC] Tower 28 Beauty Swipe Serum Concealer in the shade 9.0 MDR, shown with the tube standing upright next to the open applicator wand to reveal the product. [9.0 MDR] Tower 28 Beauty Swipe Serum Concealer in shade 10.0 NOHO, with the tube standing upright next to the open applicator wand, revealing the product. [10.0 NOHO] Tower 28 Beauty Swipe Serum Concealer in the shade 11.0 OC, shown with the tube standing upright next to the open applicator wand to reveal the product. [11.0 OC] Tower 28 Beauty Swipe Serum Concealer in the shade 12.0 PALI, shown with the tube standing upright next to the open applicator wand to reveal the product. [12.0 PALI] Swipe Serum Concealer Tower 28 Beauty Swipe Serum Concealer in the shade 14.0 PV, shown with the tube standing upright next to the open applicator wand to reveal the product. [14.0 PV] Tower 28 Beauty Swipe Serum Concealer in the shade 15.0 SAMO, shown with the tube standing upright next to the open applicator wand to reveal the product. [15.0 SAMO] Tower 28 Beauty Swipe Serum Concealer in the shade 16.0 SB, shown with the tube standing upright next to the open applicator wand to reveal the product. [16.0 SB] Tower 28 Beauty Swipe Serum Concealer in the shade 17.0 SD, shown with the tube standing upright next to the open applicator wand to reveal the product. [17.0 SD] Tower 28 Beauty Swipe Serum Concealer in the shade 18.0 SGV, shown with the tube standing upright next to the open applicator wand to reveal the product. [18.0 SGV] Tower 28 Beauty Swipe Serum Concealer in the shade 19.0 WEHO, shown with the tube standing upright next to the open applicator wand to reveal the product. [19.0 WEHO] Tower 28 Beauty Swipe Serum Concealer in the shade 20.0 WLA, shown with the tube standing upright next to the open applicator wand to reveal the product. [20.0 WLA] Swipe Serum Concealer
Bestseller
Swipe Serum Concealer

All-Over Hydrating Concealer

4.0 DTLA
Tower 28 Beauty SOS Rescue Spray (4 oz) Tower 28 Beauty SOS Spray Duo featuring full-size (4oz) and travel-size (1oz). [Shared] Tower 28 Beauty SOS Rescue Spray in Refill size. [Refill] Tower 28 Beauty SOS Rescue Spray in 1oz. [1oz] Tower 28 Beauty SOS Daily Rescue Facial Spray Before + After Photo: left side of image (before) shows customer with redness on cheeks, forehead, and chin. Right side (after) of the image shows customer with reduction in redness and irritation, revealing calmer, clearer-looking skin with a healthy, hydrated glow. [Shared]
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TikTok Viral
SOS Rescue Spray

The Original Hypochlorous Acid Spray

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Tower 28 Beauty's SOS FaceGuard SPF 30. [Shared: SOS FaceGuard SPF 30] SOS FaceGuard™ SPF 30 Sunscreen PA+++ A person smiles while holding up a bottle of Tower 28 Beauty's SOS FaceGuard SPF 30. A swatch of the product is visible on their cheek. [Shared: SOS FaceGuard SPF 30]
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New
SOS FaceGuard™ SPF 30 Sunscreen PA+++

Mineral Sunscreen

Standard
[GoGo Eyeshadow Set] Color swatches of makeup shades labeled with names on a white background [GoGo Eyeshadow Set]
Save $20
GoGo Cooling Shimmer Eyeshadow Set

Cooling + Soothing Eyeshadow Stick

The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Sunset Shirley. [Sunset Shirley] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Downtown Daiquiri [Downtown Daiquiri x Toni Bravo] GetSet™ Matte Powder Blush The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Feliz Fresca. [Feliz Fresca] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Culver Crush. [Culver Crush] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Long Beach Iced Tea. [Long Beach Iced Tea] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Samo Spritzer. [Samo Spritzer] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Sawtelle Slushie. [Sawtelle Slushie] The Tower 28 Beauty GetSet™ Matte Powder Blush in the shade Pali Punch. [Pali Punch] Woman holding a pink makeup compact with a red background [Sunset Shirley x Toni Bravo]
New
GetSet™ Matte Powder Blush

Blurring + 12-Hr Fade-Proof

Sunset Shirley x Toni Bravo *(NEW)
Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 05 Fairfax. [05 Fairfax] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 10 Larchmont. [10 Larchmont] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 13 La Cienega. [13 La Cienega] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 15 Melrose. [15 Melrose] SunnyDays™ Tinted SPF 30 Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 20 Mulholland. [20 Mulholland] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 25 Ocean Park. [25 Ocean Park] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 30 PCH. [30 PCH] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 35 Point Dume. [35 Point Dume] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 38 Pomona. [38 Pomona] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 40 Runyon. [40 Runyon] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 45 Silver Lake. [45 Silver Lake] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 50 Sunset. [50 Sunset] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 55 Temescal. [55 Temescal] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 60 Third St. [60 Third St] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 65 Topanga. [65 Topanga] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 70 Venice. [70 Venice] SunnyDays™ Tinted SPF 30
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SunnyDays™ Tinted SPF 30

Sun Protection + Coverage

05 Fairfax