Tower 28 – D2C Ranking & Growth Metrics
Clean makeup and skincare formulated for sensitive skin
Last updated · August 2026 edition · method v1.3
Tower 28 ranks #25 of 366 D2C brands in the August 2026 edition and #2 of 9 in Beauty, up 1 place on last month. We estimate Tower 28's revenue is flat year on year (low confidence). Branded search is declining over the past year. Among beauty brands selling sensitive skin makeup, its closest competitor is Kosas (#44).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Tower 28 is today: #25 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Tower 28's revenue growing?
We estimate Tower 28's revenue is flat year on year (low confidence). Branded search is steady but site traffic is steady, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Tower 28 growing?
Tower 28's Momentum score is 50.3, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Tower 28
Tower 28 Beauty is a makeup and skincare brand based in the United States, designed for people with sensitive skin. Its products, including foundation, concealer, lip and cheek products, and skincare items such as a hypochlorous acid spray and mineral sunscreen, are formulated without common irritants and are positioned as clean, vegan and cruelty-free. The brand works with a medical advisory board of dermatologists and other skin experts to guide its formulations and states that its skincare range has received certifications related to gentleness, effectiveness and safety.
The brand sells directly to consumers through its own website, offering shade-matching tools and skin-concern based shopping by issues such as acne, eczema, redness and dryness. Tower 28 Beauty is named after a lifeguard tower in Los Angeles and was founded by Amy Liu, who has described her own experience with sensitive skin and eczema as a motivation for creating accessible, non-irritating products. The brand also offers merchandise and limited edition collaborations alongside its core makeup and skincare lines.
Tower 28 branded search volume
How often people search for Tower 28 by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
Tower 28's audience, products and channels
Social audience
- Instagram tower28beauty 590,756
- TikTok tower28beauty 424,700
Followers as shown on each platform, end of August 2026.
Products
- Products in store64
- New in the last 90 days9
- Typical priceUS$24
- Price rangeUS$10 – US$200
From Tower 28's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia, Canada and Spain.
Ecommerce stack
- Email & SMSKlaviyo
- SubscriptionsSkio
- ReviewsOkendo
- PaymentsAfterpay
- AnalyticsTriple Whale
Tools detected on tower28beauty.com; detection covers common apps and may miss some.
Tower 28 competitors
The beauty brands closest to Tower 28: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Makeup and skincare hybrid cosmetics brand
Minimalist makeup and skincare essentials for everyday routines
Clean makeup including tinted moisturizers, cream blushes and eyeshadow
Refillable natural deodorants, body wash and lip balm
Body, hair and hand care with targeted active ingredients.
Tower 28 vs Kosas
Tower 28 leads on both size and growth: Scale 65.6 against 61.8, and Momentum 50 against 38. See Kosas' page.
| August 2026 | Tower 28 | Kosas |
|---|---|---|
| Overall rank | #25 | #44 |
| Beauty rank | #2 | #3 |
| Scale (size) | 65.6 | 61.8 |
| Momentum (growth) | 50.3 | 38.1 |
| Branded search | 74 | 64 |
| Site traffic | 49 | 45 |
| Social audience | 75 | 78 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Tower 28: common questions
What does Tower 28 sell?
Clean makeup and skincare formulated for sensitive skin. Known for: Swipe Serum Concealer, SOS Rescue Spray, Swipe Serum Foundation, ShineOn Lip Jelly and SOS FaceGuard SPF 30 Sunscreen.
Where is Tower 28 from?
Tower 28 is based in Los Angeles, United States.
Where can you buy Tower 28?
Tower 28 sells through its own online store and selected retailers. Its online store is at tower28beauty.com.
Who founded Tower 28?
Tower 28 was founded by Amy Liu.
Is Tower 28's revenue growing?
We estimate Tower 28's revenue is flat year on year (low confidence). Branded search is steady but site traffic is steady, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Tower 28's competitors?
Tower 28's closest competitors in the Beauty category are Kosas, Merit, Saie and Wild.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.