How Amy Liu Built Tower 28 Into One of Sephora’s Fastest-Growing Skincare Brands

Why It Matters

The brand proves that purpose‑driven, inclusive positioning can accelerate growth in a crowded beauty market, signaling a shift in how skincare brands engage sensitive‑skin consumers.

Key Takeaways

• Tower 28 launched 2019, now Sephora’s fast‑growing brand.
• Products meet National Eczema Association ingredient standards.
• SOS Spray achieved cult‑status among sensitive‑skin consumers.
• Brand voice shifts from clinical to confident, inclusive messaging.
• Growth shows power of purpose‑first branding in beauty.

Pulse Analysis

The sensitive‑skin segment has exploded as consumers demand gentle, clinically vetted formulas that don’t compromise on performance. Tower 28 capitalized on this trend by aligning every product with the National Eczema Association’s strict ingredient criteria, a move that instantly conferred credibility and differentiated the line in a saturated market. The SOS Rescue set, backed by seals from the Psoriasis Foundation and Rosacea Society, turned regulatory compliance into a marketing asset, attracting both mainstream shoppers and the increasingly educated, ingredient‑focused buyer.

Beyond formulation, Tower 28’s breakthrough lies in its brand voice. Liu deliberately abandoned the traditional clinical, hushed tone that treats sensitive skin as a problem to be managed. Instead, the tagline “It’s okay to be sensitive” reframes the condition as a neutral trait, fostering confidence rather than fear. This inclusive, conversational language resonates with millennials and Gen Z consumers who value authenticity and empowerment, turning a functional product into a personal companion. The brand’s aspirational yet accessible positioning bridges the gap between luxury allure and everyday usability.

The results are evident in Tower 28’s rapid ascent at Sephora, where it now ranks among the retailer’s fastest‑growing brands. The case illustrates how purpose‑first branding—combining rigorous product standards with empathetic storytelling—can drive both customer loyalty and distribution momentum. For other beauty companies, the lesson is clear: integrating credible certifications with a human‑centric narrative can unlock new growth pathways, especially as the market continues to prioritize health‑forward, inclusive skincare experiences.