WISe Brand Breakdowns: Tower 28 – Beauty Without Compromise
By Stevi Gable Carr | WISe Wellness Guild
At WISe Wellness Guild, we believe the future of wellness branding lies at the intersection of purpose, proof, and performance. Our WISe Brand Breakdowns series highlights brands elevating wellbeing by leading with intention and backed by impact. Each breakdown follows our proprietary WISe Brand Blueprint™: Position – Prove – Propel, revealing how brand trust is earned and scaled.
This week, we’re spotlighting a beauty brand radically redefining who clean beauty is for: Tower 28.
Source: Tower 28 website
POSITION: Beauty Without Compromise
Tower 28 built a brand around a group the beauty industry consistently overlooks: people with sensitive skin.
Instead of prioritizing aesthetics or trends, they prioritize comfort, safety, and emotional self-confidence.
As the first and only beauty brand to follow National Eczema Association ingredient guidelines, Tower 28 stands firmly for sensitive-skin-safe beauty — without sacrificing fun or performance.
Their POV says: If your skin can’t tolerate it, it isn’t clean. They don’t just make makeup clean. They make it safe.
Source: Tower 28 website
PROVE: Safety You Can See and Feel
Tower 28 backs its promise with rigorous standards:
Dermatologist-tested, hypoallergenic, non-comedogenic
EWG-conscious formulas
National Eczema Association approved
And they prove it visually with real skin, real freckles, real texture, and no airbrushing.
PROPEL: Owning “Comfort-First Beauty”
Tower 28 can now expand from product → into confidence movement.
1️⃣ Emotional beauty narrative
Own the conversation around the skin–mind connection (confidence > coverage).
2️⃣ Derm partnerships + Tower 28 clinics
Skin confidence workshops, testing clinics, esthetician pop-ups.
3️⃣ Retail positioning:
Dedicated Tower 28 section inside Sephora = the sensitive-skin-safe zone.
Tower 28 can be the first brand to make sensitive skin culture mainstream.
Source: Tower 28 website
WISe Takeaway
Tower 28 proves that the future of beauty is safety + self-esteem.
They’ve Positioned beauty as comfort-first.
They’ve Proven it with eczema-safe standards and transparent chemistry.
And if they Propel into emotional beauty and dermatology collabs, they will lead the skin confidence revolution.
Because in today’s beauty landscape,comfort is the new confidence.
Want to strengthen your brand in the $9 trillion wellness market? Let’s chat.
Follow the WISe Brand Breakdowns series for more insights on how wellness brands win and what’s next for the future of health, culture, and leadership.