Tower 28 Expands to Sephora U.K. After Doubling Sales

Tower 28, a California-based beauty brand, is launching in the U.K., partnering exclusively with Sephora. Initially, products will be available at seven Sephora locations, expanding to Liverpool later in the year. The launch includes nine bestselling products such as the SOS Daily Rescue Facial Spray and Swipe Serum Concealer.

Founder Amy Liu cherishes this expansion as she began her career with Smashbox in the U.K. Tower 28 plans to expand further into the Middle East later this year. The brand’s U.S. success at Sephora has been notable, and similar growth is anticipated in the U.K. and beyond.

Sephora U.K.’s managing director, Sarah Boyd, expressed confidence in Tower 28’s potential. The brand has experienced rapid growth, doubling sales in 2024 and achieving high productivity at Sephora. Tower 28 has also been successful in Australia, leading searches and rankings at Mecca.