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Business and Product Insights
Product Portfolio
Swipe Hydrating Serum Concealer
LipSoftie® Lip Treatment Set
SunnyDays SPF 30 Tinted Sunscreen
Tower 28 Beauty Key Value Propositions
Tower 28 Beauty offers high-performance, non-irritating 'Clean Beauty' makeup and skincare, providing a safe and effective solution for sensitive skin, including eczema. It combines efficacy with a playful, accessible brand identity, moving away from traditional clinical perceptions of sensitive skin products.
Tower 28 Beauty Brand Positioning
Tower 28 Beauty positions itself as a playful, inclusive 'Clean Beauty' brand offering high-performance, non-irritating makeup and skincare, specifically for sensitive skin and eczema, inspired by its Los Angeles roots.
Top Competitors
ILIA Beauty
Saie
Drunk Elephant
Customer Sentiments
Customer sentiment appears highly positive, particularly among those with sensitive skin, as the brand effectively addresses their need for gentle yet effective products that also align with 'Clean Beauty' values. The 'TikTok Viral' success of products like the SOS Rescue Spray indicates strong engagement and satisfaction within its target demographic.
Actionable Insights
Leverage existing social media virality to expand into new product categories and deepen community engagement with diverse founders.
Products and Features
Swipe Hydrating Serum Concealer - Product Description
The Tower 28 Beauty Swipe Hydrating Serum Concealer is a versatile makeup product designed to offer both coverage and skincare benefits. It features a lightweight, serum-like texture that glides smoothly onto the skin, providing medium-buildable coverage to effectively conceal dark circles, redness, and blemishes. Formulated with sensitive skin in mind, this non-irritating product is fragrance-free, alcohol-free, and non-comedogenic, meaning it won't clog pores. Its hydrating properties ensure comfortable wear throughout the day without creasing or caking, leaving a natural-looking finish.
Pros
- This concealer offers excellent hydration, making it ideal for dry or sensitive skin types and preventing creasing
- Its buildable coverage effectively conceals imperfections like dark circles and redness while maintaining a natural look
- The formula is specifically designed to be non-irritating, fragrance-free, alcohol-free, and non-comedogenic, catering to those with sensitive or acne-prone skin.
Cons
- As a medium-buildable coverage product, it may not provide sufficient full coverage for individuals seeking to completely mask very prominent discoloration or severe blemishes
- The 'serum-like' texture, while hydrating, might feel too thin for those accustomed to thicker, more traditional concealer formulas
- The shade range, while likely diverse, might not cater to every single unique skin tone, potentially leaving some users without a perfect match.
Alternatives
- Competitors like NARS Radiant Creamy Concealer offer similar hydrating properties and medium coverage, but with a slightly different finish and texture
- Kosas Revealer Concealer is another strong alternative, known for its skincare-infused formula and natural, radiant finish
- Tarte Shape Tape Concealer is a popular choice for those seeking higher coverage and long-wear, though its finish can be less hydrating.
Company Updates
Latest Events at Tower 28 Beauty
Tower 28 Beauty: Clean Makeup Designed for Sensitive Skin
High performance beauty products made with non-irritating ingredients designed for sensitive skin. Starting at $12. Clean, vegan, cruelty free, ...
View sourceAmy Huang Liu | @amyliu47 here, founder of @tower28beauty. In ...
Feb 11, 2021 ... @tower28beauty. In honor of Lunar New Year ... Amy Liu (@amyliu_t28) of @tower28beauty sees running her company like being a parent in two ways.
View sourceSwipe Hydrating Serum Concealer | Tower 28 Beauty
I think this has to be my top 2 concealers. It's hydrating, very skin-like, just the right amount of coverage, and has skincare benefits so I can have it all ...
View sourceTower 28 Beauty, Inc. | LinkedIn
http://www.tower28beauty.com. External link for Tower 28 Beauty, Inc. Industry: Personal Care Product Manufacturing. Company size: 2-10 employees. Headquarters ...
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