Clean beauty brand Tower 28 is expanding beyond its cult-favorite skincare and makeup staples with a debut entry into the foundation category. The launch, slated for Aug. 20, introduces Swipe Serum Foundation at $36, a product designed specifically for those with eczema, psoriasis, and acne-prone skin. Main Developments This marks the brand's biggest product launch to date and its first foray into foundation. It also represents Tower 28's first global rollout, debuting at Sephora across the U.S., Canada, U.K., and the Middle East, as well as at Mecca in Australia. The launch extends beyond the foundation itself, with the introduction of the Big Blender Brush ($28) and the Baby Blender Brush ($18), the company's initial foray into makeup tools. The formula is derm-approved, non-acnegenic, and non-comedogenic, passing leading acne-safe checkers. Its hero ingredient, portulaca extract, delivers anti-inflammatory and antibacterial benefits aimed at preventing breakouts while soothing the skin. A clinical study found that 94 percent of participants with sensitive skin agreed the foundation did not cause breakouts after one week of wear. Read also: Hermès Confirms Two-Story Tampa Boutique at Hyde Park Village Developed in collaboration with celebrity makeup artist Delina Medhin, who lives with acne, the product underwent more than 60 iterations to strike a balance between moisture for eczema-prone skin and a drier finish for acne-prone complexions. The brand studied real people with diverse skin variations to ensure true representation across all 36 shades. Background Founder Amy Liu established Tower 28 in Santa Monica, Calif., in 2019, driven by her own experience with skin conditions. Her goal was to create makeup that could cover imperfections without exacerbating them. The foundation's development aligns with the brand's long-standing commitment to sensitive skin, which was highlighted last year when Tower 28 ran a full-page ad in The New York Times during Eczema Awareness Month, serving as an open casting call. That casting call drew over 4,000 responses, and 70 participants were selected to appear in the Swipe Serum Foundation campaign, reinforcing the brand's mission to create a safe space for sensitive skin. Liu noted that previous photo shoots often involved models with flawless complexions, prompting the brand to seek real people with real skin variations. Why It Matters The launch addresses a significant gap in the foundation market, which has historically overlooked the needs of those with chronic skin conditions. By prioritizing skin health and inclusivity, Tower 28 is positioning itself as a leader in the sensitive skin beauty niche. Industry sources forecast approximately $30 million in retail sales for the launch, underscoring the commercial potential of this underserved segment. For consumers with eczema, psoriasis, or acne, finding a foundation that doesn't irritate or exacerbate their condition is often a challenge. Tower 28's formula, backed by clinical data and developed with input from a makeup artist who personally understands these struggles, offers a credible option that blends coverage with skincare benefits. What's Next The foundation and brushes will hit shelves on Aug. 20 at Sephora and Mecca, marking the beginning of Tower 28's global expansion. The brand has not disclosed specific sales targets, but the strong pre-launch engagement—evidenced by the 4,000+ casting call responses—suggests a receptive audience. Future iterations or shade expansions may follow, but no official announcements have been made.