Tower 28

A Los Angeles Beauty Executive with Sensitive Skin launched a cosmetics brand in 2019 formulated to the National Exumur Association's Seal of Acceptance Standard. That medical grade standard disqualifies most prestige cosmetics ingredients. Amy Liu had spent 15 years at Kate Somerville, Smashbox and Josie Moran. Before launching Tower 28, Beauty in 2019, Liu had lived with Exumur her entire life and had spent her career avoiding most of the products she helped market. Tower 28 was the brand she would have wanted to buy, formulated from founding to meet the National Exumur Association's Seal of Acceptance, a medical body standard that bans fragrance, essential oils, specific preservatives and other known irritants commonly used in prestige cosmetics. The medical body endorsement gave Tower 28 a shelf positioning that other clean beauty brands could not easily replicate.