Tower 28 to host first-ever pop-up with Sephora to celebrate its community

By Amanda May | Published: 6-Oct-2026 Amanda May
Colour Cosmetics Skin Care Retail

The beauty brand by Amy Liu is hosting beach-themed pop-up, Sensitive Club, in Venice, California, this month, claiming to be a ‘love letter’ to its fans and ‘an exercise in community-building’

Tower 28 to host first-ever pop-up with Sephora to celebrate its community

Tower 28 is hosting its first pop-up in partnership with LVMH-owned retailer Sephora this month as it continues to scale, putting value on ‘in real-life’ (IRL) community-building.

The Los Angeles-based beauty brand’s beach-themed activation will take place in Venice, California, from 9 to 11 October, located a couple of blocks from the real Tower 28 lifeguard tower that inspired the company’s name.

Tower 28’s Sensitive Club pop-up will be “an exercise in community-building”, said the sensitive skin-friendly brand in a statement, acting as “a love letter” to fans in an offline setting. 

Visitors can get shade-matched for Tower 28’s new Swipe Serum Foundation, refill their hero sku SOS Rescue Spray and shop limited edition merchandise.

Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.

The brand’s history will also be covered in-depth, but unlike most beauty pop-ups, Tower 28 will not be selling a single product, focusing on the experience instead of sales.

The activation has been designed as a California beach shop, drawing inspiration from “Venice’s surf, skate, souvenir and beach culture”, read a company statement.  

Tower 28 was founded by Amy Liu in Los Angeles in 2019 and has continued to scale, now employing around 40 people. 

This is not Tower 28’s only moment in Venice this October either. 

On 2 to 4 October, Tower 28 and JELL-O hosted a three-day Jell-o-teria celebrating their collaboration, which launched in September. 

Visitors enjoyed JELL-O-inspired fro-yo in Tahitian Vanilla and Wild Strawberry, with JELL-O Pudding drizzles inspired by the Li’l Puddings LipSofties.

Exclusive JELL-O x Tower 28 merchandise was also available to buy, while there was also a raffle for a JELL-O PR box and free JELL-O powder mixes to take home.

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