Tower 28 grew on one spray, one TikTok and Sephora.
A $28 face spray became 30% of the business. A Hailey Bieber TikTok in June 2022 lifted Sephora sales 55%, and Sephora is still its one retail focus.
BLOOM10X did not work with Tower 28. This breakdown uses public sources only, linked below.
Tower 28 is private and founder-led. The 55% and 30% figures are company-stated; GMV is a YipitData estimate.
What the public figures add up to.
Five things Tower 28 did on purpose.
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One hero with third-party proof
Every product follows the National Eczema Association’s ingredient guidelines, and the SOS line carries seals from the NEA, the National Rosacea Society and the National Psoriasis Foundation (3, 5). The $28 spray was 30% of the business by 2024 (1).
Copy this: find the seal, test or certification your buyer already trusts and put it on the first product photo.
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A celebrity moment, then a small creator
Hailey Bieber named the spray in a June 2022 TikTok and Sephora sales rose 55%. A small creator’s before-and-after video then drew more engagement than Bieber’s and now sits on the Sephora product page (1, 2).
Copy this: when a big name mentions you, find the best small-creator video that follows and put it on every product page you control.
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Sephora as the checkout
Tower 28 debuted at Sephora in 2020 as an exclusive partner, doubled Sephora sales in 2024 and says it is focused only on Sephora’s global footprint (4, 5). Its own TikTok pushes Sephora sale events (10).
Copy this: if one retailer carries most of your volume, send some paid traffic to its product page and keep a first-order gift for your own site.
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Trade a full-size sample for a phone number
At a March 2024 Los Angeles pop-up, an email and SMS signup earned a free full-size spray, and a refill station topped up any bottle for free. The same push seeded 600 dermatologists and ran 10 billboards (1).
Copy this: at events, give the hero product for an email and SMS signup and start a welcome flow that day.
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Fewer, better launches
After years of doubling, 2025 growth came in near 17% against a 50% plan. Liu trimmed the launch calendar, citing the FaceGuard sunscreen as a launch that missed (6).
Copy this: cut launches that dilute the hero and put that budget behind the products already selling.
“Sensitive skin was not seen as aspirational, but I knew this customer was underserved, so we stayed disciplined.”
Build demand anywhere, sell at Sephora.
The hero keeps speeding up
Where the demand goes
“We saw sales surge 55% at Sephora.”
The spray page stacks proof, then sizes.
Tap a number to see what it does.
- 1A gift for buying direct.The top bar promises a free Mini Pouch on the first order, the same offer its own-site ads run.
- 2Three seals on the photo.National Eczema Association, National Rosacea Society and National Psoriasis Foundation, plus an Allure award.
- 3Rating, then size.4.8 stars from 1,907 reviews, next to 120 mL / 4 fl oz.
- 4Three sizes.Standard 4 oz at $28, a 16 oz jumbo refill shown as a “$112 value”, and a 1 oz TSA-approved travel size.
- 5Subscribe is opt-in.“Subscribe & Save 10%” is a checkbox, not the default: $25.20 a bottle, monthly, every 2 or 3 months.
- 6Shipping math under the button.“Free Shipping $30+ • Free Returns” under an Add button priced at $28.
Our math: $28 × 0.9 = $25.20 on subscribe · $28 ÷ 4 oz = $7.00 an ounce, and the “$112 value” is 4 × $28 for 16 oz · one spray leaves the cart $2 short of free shipping.
Their ads now
The Ad Library showed about 60 active US ads on the Tower 28 page on Nov 10, 2026. Of the top 27 by impressions, 11 linked to Sephora, 15 to tower28beauty.com and 3 were creator partnership ads.
A collab, sold at Sephora.
“Limited edition JELL-O collab available at Sephora.” The Shop Now button opens the Sephora product page, not tower28beauty.com.
A reason to buy direct.
“Get it FREE with your first order, exclusively at tower28beauty.com.” Three versions of this offer sit in the top 6 ads.
Velocity as the hook.
“1 SOLD EVERY 11 SECONDS. Loved by over a million people with reactive, breakout-prone skin.” Headline “Acne’s Least Favorite Spray”, linking to Sephora.
The routine at the hero’s price.
“Your sensitive skin isn’t the problem. Most products are.” Then the whole SOS routine as minis “for $28”, on tower28beauty.com.
Copy this: split paid traffic on purpose. Send retail-exclusive sets to the retailer’s page and give your own site an offer the retailer can’t match.
How the Sephora-bound collab static is built.
Our wireframe of the JELL-O collab ad (Oct 28, 2026), drawn from the ad, not copied from it.
- 1Hook: a question with no wrong answer“What’s your favorite flavor? We love that we don’t have to pick.”
- 2Gift framing up topThe Tower 28 logo over “The Sweetest Little Gift for Them or You”.
- 3The product is the color storyFour tubes in the four flavors, on a bright red and pink card.
- 4Price on the creativeA round $20 sticker, so the gift budget is clear before the click.
- 5Retailer as destinationHeadline names the set; Shop Now opens sephora.com.
Two Tower 28 TikToks that sell Sephora’s sale.
What we’d do differently.
- A celebrity post can’t be planned (1). We’d plan the part that can be: seed small creators every month and run the best videos as partnership ads.
- Sephora doubled the shelves because Tower 28 kept topping productivity (5). Most brands get one bay and a test. We’d prove sell-through online first.
- One hero hid problems until 2025 slowed to about 17% (6). We’d watch contribution margin per launch from day one.
Six Tower 28 moves for a $1M–$10M Shopify brand.
- Put third-party seals on the first product image and in the ad’s opening frame. Creative
- Seed product to small creators monthly and turn the best before-and-after into ads. Creator seeding
- Run creator videos as partnership ads, not just reposts. Partnership ads
- Give your own site a first-order gift the retailer can’t match. Conversion
- Price a starter kit at your hero’s price to lift first-order value. Raise AOV
- Trade a full-size sample for email and SMS at every event. Email and SMS
Where every number comes from.
- “Glossy Pop Newsletter: Tower 28 plans to win Gen-Zalpha consumers, one SOS face mist at a time.” Glossy, Mar 15, 2024. glossy.co
- “Hailey Bieber Uses This TikTok-Famous Face Spray for Soothing Irritated Skin.” Entertainment Tonight, Jul 22, 2022. etonline.com
- “Steal These 3 Sales Secrets That Turned Tower 28 Into a 9-Figure Brand.” Inc., Dec 23, 2025. inc.com
- “Tower 28 Steps Into Sephora U.K. as Sales at the Retailer Double.” WWD, May 2025, via Prelude Growth Partners. preludegrowth.com
- “Shelf Control: Tower 28 Expands Its Sephora Footprint.” BeautyMatter, Apr 30, 2026. beautymatter.com
- “Amy Liu on Tower 28’s Next Chapter.” Gloss Angeles, Aug 31, 2026 (episode made in partnership with Tower 28). glossangelespod.substack.com
- “How Amy Liu Built Tower 28 Into One of Sephora’s Fastest-Growing Skin Care Brands.” Inc., Mar 29, 2026. inc.com
- SOS Rescue Spray product page, mobile. Tower 28, seen Nov 10, 2026. tower28beauty.com
- Tower 28 Beauty page, active US ads sorted by impressions. Meta Ad Library, seen Nov 10, 2026. facebook.com/ads/library
- Tower 28 Beauty posts of Nov 3 and Nov 5, 2026. TikTok, seen Nov 10, 2026. tiktok.com
