Tower 28 bridges clean color cosmetics and skincare for sensitive skin, backed by the first NEA Seal of Acceptance in color cosmetics.
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See all ads on AdLibrary →Tower 28 Beauty, founded in 2019 by Amy Liu in Los Angeles, is the first color cosmetics brand to earn the National Eczema Association Seal of Acceptance. Its SkinSafe-certified formulas target sensitive-skin consumers with clean makeup-skincare hybrids sold at Sephora, Target, and DTC. Also searched as Tower 28.
Tower 28's paid social strategy centers on clinical credentialing for a non-clinical audience—sensitive skin, eczema, and rosacea sufferers who've been burned by 'clean' products before. The NEA seal and SkinSafe certification appear prominently as trust anchors. UGC from creators with visible skin conditions makes the brand's claims tangible. Hero products SOS Daily Rescue Spray and ShineOn Lip Jelly anchor most ad sets. Explore their creative library at AdLibrary.
Instagram Reels drive most of Tower 28's paid social, featuring skin-texture-positive creators applying the SOS spray on reactive skin. Facebook retargeting uses review carousels and certification badge creative. The brand also benefits from organic Sephora affiliate content and dermatologist-endorsed posts that feed into paid amplification.
Copy themes: (1) 'free of over 1,600 potentially harmful ingredients'; (2) NEA and SkinSafe certification as headline proof points; (3) skin-condition-inclusive language (eczema, rosacea, perioral dermatitis); (4) 'makeup for skin that has enough to deal with' empathy-first messaging. Visual tone is warm, sun-drenched California with an approachable—not clinical—look.
Tower 28 shows how third-party certification can do heavy lifting in paid media. Instead of making vague 'clean' claims, the NEA seal gives skeptical sensitive-skin consumers a concrete, verifiable reason to trust. The brand also found an underserved community (eczema/rosacea sufferers who love makeup) and built authentic UGC moats within it before scaling paid spend.
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