LONDON — Tower 28, the California-based beauty brand, is stepping into the U.K. exclusively with Sephora.

The brand will be stocked at seven of the retailer’s U.K.’s locations and later will enter Sephora’s Liverpool store later this year.

Tower 28 will be starting off with nine of its bestselling products in the U.K. — a mixture of skin care and cosmetics including the SOS Daily Rescue Facial Spray; SOS Daily Barrier Recovery Cream; Swipe Serum Concealer, and OneLiner Multi-Liner.

“Sephora U.K. is where our customer shops. We launched with Sephora in the U.S. and have trained our customers to find us there — when I was in the market, I saw it firsthand,” founder Amy Liu said in an interview.

She added that the U.K. holds sentimental value to her. She began her career at Smashbox and one of her first international projects was launching in the U.K.

“It’s surreal to do it now 20-plus years later with my own brand. Dreams do come true. Also thrilled that our waitlist is the biggest one yet for Sephora U.K.,” said Liu, who will be traveling to the U.K. to familiarize herself with the beauty community and educate Sephora’s beauty advisers and meet with press and influencers.

As part of Tower 28’s expansion and friendliness with Sephora, they will be launching in the Middle East later this year.

“Tower 28 has already seen incredible success at Sephora U.S. with its inclusive, skin-loving approach to beauty, which speaks directly to what our U.K. community is seeking. We’re confident Tower 28 will thrive as part of our growing Sephora U.K. exclusive product offering,” said Sarah Boyd, Sephora U.K.’s managing director.

Liu revealed that the “past few years have been super fast [in] growth for footprint and sales.”

In 2024, the brand’s sales doubled by 100 percent at Sephora.

“We are the highest productivity brand at Sephora and jumped 17 ranks in 2024. 2025 will see continued growth in the double digits,” Liu said.

Another successful country for Tower 28 has been Australia. 

“We were the most organically searched brand in Mecca history so we knew the demand was there and currently rank top in several product categories,” Liu said.