Yesterday, according to report, Tower 28 is expanding its global footprint with a debut in the Middle East, launching exclusively at Sephora this month. Beginning Aug. 26 online and Sept. 8 in stores, the California-based clean beauty brand will roll out across all 55 Sephora locations in the Gulf Cooperation Council region.
Founded in 2019 by Amy Liu, Tower 28 has built its reputation on products designed for sensitive skin, earning approvals from the National Eczema Association, National Rosacea Society and National Psoriasis Foundation. The brand’s positioning around “good clean fun” — combining clean formulations with high performance and playful appeal — has resonated strongly in markets such as the U.S., where Liu said Tower 28 performs at 2.3 times the average productivity at Sephora.
The Middle East marks a significant milestone for the brand, as Liu sees the region’s beauty consumers as both sophisticated and ingredient-conscious. “They really care about skin care, but they also care about makeup, which is exciting for us,” she said. Tower 28 will introduce its full assortment, spanning skin care, complexion and color categories.
The partnership with Sephora has been key to Tower 28’s growth since its early days, and the Middle East entry underscores the retailer’s role as a brand-building platform. Liu highlighted Sephora Dubai Mall as a particularly important flagship, calling it “the epitome of glamour” and a central part of the brand’s international ambitions.
Already present in Canada, the U.K., Australia and New Zealand, Tower 28’s Middle Eastern launch reflects rising consumer demand from the region and positions the brand for further global expansion. Liu emphasized that while the brand’s core philosophy will remain consistent, adapting to the preferences of each new market will guide future innovation.
