. The painful skin condition can be irritated by product ingredients, so Liu was adamant that the company’s creations be suitable for sensitive skin, while also being products she would be proud to pull out of her purse.“I felt the brands made me feel like a patient, or didn’t feel very cool or very fun,” Liu recalls of the products on offer at the time. “At the end of the day, beauty is about identity as much as it is about the product.
Tower 28 — named after a lifeguard tower at the intersection of Santa Monica and Venice Beach — was her answer to sensitive skin needs. Speaking virtually from an event inThis advertisement has not loaded yet, but your article continues below.Tower 28 Beauty SOS Daily Skin Barrier Redness Recovery Moisturizer, $33 at Sephora.I am a longtime beauty executive. I worked in prestige beauty brands my entire career.
Today, all of our products are clean … and we’re also safe for sensitive skin. Which means that we test for it, and also, we are the only beauty brand that is 100 per cent compliant with the National Eczema Association. We put a lot of effort into what we don’t put into our products. But, in addition to that, we put in ingredients that are good for you. We make sure that the products are high-performance. And, in addition to that, we try to make sure that our products are reasonably priced.
Q: As a beauty industry insider, are there any lingering misconceptions surrounding the word “clean”?When I was working for Josie Maran , which was one of the pioneering clean beauty brands, I remember on every box we would write, “98 per cent natural” or “97 per cent natural.” That’s what ‘clean’ meant back then. But that’s also why I started Tower 28, because ‘clean,’ back then, was also really sensitizing to me.
If you are trying to make this bridge that 98 per cent natural is actually better for you than something else, I don’t actually think that’s true. What I believe in is third-party verification. Our products have synthetics in them. We avoid a lot of things, some of which don’t bother me at all. We don’t use any essential oils, but there are some essential oils that I’m fine with.
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