The brand was founded in 2019 by Amy Liu, a beauty industry veteran who also happens to have eczema. Frustrated by how many “gentle” products still triggered her skin, Liu set out to create a line of sensitive-skin-friendly skin care and makeup made with clean ingredients. Seven years later, she’s built a brand that’s dermatologist-tested, allergy-tested, and proudly stamped with approvals from the National Eczema Association, the National Rosacea Society, and the National Psoriasis Foundation.
My favorite products from the brand come from its SOS line—a sensitive-skin rescue system for anyone dealing with flare-ups, redness, or a compromised skin barrier. The common ingredient across the lineup is hypochlorous acid, a substance your immune system naturally produces to fight bacteria and calm inflammation. Even better, it does all this without harsh ingredients like alcohol or synthetic fragrances. Standouts in the lineup include a sensitive body wash and gentle cleansers that somehow manage to feel high-end while still hovering around your favorite drugstore price point.
For a brand named after a lifeguard tower in Santa Monica, meant to symbolize safety, community, and beach culture, it’s only fitting that Tower 28 has repeatedly come to the rescue of my skin. The SOS lineup is safe for all skin types and makes a smart addition to anyone’s medicine cabinet or dopp kit. Below are some of the best products from the brand—the ones that have officially turned it into my personal skincare savior.
The Best Tower 28 Products
The Best Tower 28 Face Wash: SOS Gel Facial Cleanser
Tower 28
SOS Gel Facial Cleanser
I use this face wash twice a day since it’s gentle enough for both morning and nightly routines. Two pumps usually do the trick—a little goes a long way thanks to the gel-to-low-foam texture. It’s packed with minerals and electrolytes like zinc and magnesium to boost hydration, plus pure aloe vera to calm irritation. Oat extract helps chill out inflammation, while a duo of niacinamide and panthenol delivers a gentle, skin-loving cleanse. There’s no scent, and the post-rinse feeling doesn’t strip your face of its natural barrier—it just cleanses while leaving your face hydrated.