THE WHAT? Tower 28 is expanding into the foundation category for the first time with Swipe Serum Foundation, marking the brand’s biggest product launch to date and its first simultaneous global launch.
THE DETAILS Swipe Serum Foundation launched on August 20, extending Tower 28’s sensitive-skin positioning into the foundation category with a 36-shade range developed for consumers with concerns including acne, eczema and psoriasis. The product is rolling out internationally through Sephora and Mecca, marking Tower 28’s first global launch. The brand has not disclosed sales forecasts, although industry sources estimate the foundation could generate around US$30 million in retail sales.
THE WHY? The move takes Tower 28 into a significant new beauty category while leveraging the sensitive-skin positioning that has differentiated the brand since launch. Its first global rollout also signals a broader scaling strategy as Tower 28 looks to translate its existing brand equity into the complexion market.
Source: WWD
