Recently, Tower 28, the US beauty brand, has issued a heartfelt apology to its customers following backlash over claims regarding its new mineral sunscreen, the SOS FaceGuard SPF 30. Initially marketed as offering a “universal tint” without leaving a white cast, the product faced swift criticism on social media, particularly from individuals with darker skin tones who found these claims to be inaccurate.
Cosmetics chemist Dr. Julian Sass, among others, highlighted the disparity between the product’s promises and its actual performance, noting the visible white cast left on deeper skin tones despite following the recommended application guidelines.
In response to these concerns, Tower 28’s founder and CEO, Amy Liu, took to Instagram to express her sincere apologies. She acknowledged the feedback received, especially from those who felt misrepresented by the product’s claims. Liu admitted fault in inaccurately describing the sunscreen and pledged to rectify the situation.
“We described it inaccurately – saying it had ‘no white cast’ and called it a ‘universal tint’ – which was misleading,” Liu stated. “That was a mistake, and I take full responsibility. I am sorry.”
Moving forward, Tower 28 has committed to removing the misleading claims from its marketing materials and developing a second version of the sunscreen aimed at better accommodating deeper skin tones. Additionally, the brand plans to enhance its testing procedures to ensure more comprehensive and inclusive product assessments.
Liu emphasized a renewed dedication to collaborating with beauty experts and cosmetic scientists to create products that authentically serve and represent their diverse community of customers.
