Between the desert heat and the constant shift from blasting AC to blazing sun, our beauty routines have been begging for something different.
And there’s a new obsession captivating UAE beauty lovers in the market which is Tower 28, the sunny California brand that’s showing up like a breath of fresh, coastal air and quickly becoming the name on every UAE beauty lover’s lips.
It’s offering smart solutions to our specific climate and skin concerns.The brand’s whole identity is built around making makeup and skincare that won’t irritate, making it absolutely perfect for Sensitive Skin.
Listed by Sephora and other retailers as high-performing items and praised by many fans for their blendability and texture. Let’s get to know about these viral products more.
It’s Not a Miracle in a Can
Okay, Maybe It Is
Let’s talk about the hero that started it all: the SOS Daily Rescue Facial Spray. In a land where our skin can’t decide if it’s battling desert dryness or marina humidity, this little blue can is like a best friend who always knows what to say.
It’s not perfumed. It doesn’t feel sticky. It’s just a quick, calming mist that tells redness from the sun and irritation from the dust to just chill. You spritz it on before makeup to create a calm base, halfway through a busy day when you’re feeling flushed or after a day by the pool. It’s the ultimate multi-tasker for a life that’s constantly on the move, and it feels like a secret weapon for keeping your skin happy in a demanding environment.
Finally, Makeup That Looks Like ‘You’
We’ve all been there: buying a “nude” lipstick that looks nothing like our skin’s idea of nude. Tower 28 flipped the script. Their ShineOn Lip Jelly isn’t a thick, opaque mask. It’s a juicy, see-through wash of colour that lets your own lip texture show through. It’s the “my lips but better” we’ve been searching for and it comes in shades that actually work for everyone, from the fairest to the deepest skin tones in our gloriously diverse community.
The same goes for their Bronzino. Forget the orange, glittery streaks of bronzers past. This one melts into your skin, giving you a “just spent the morning at Saadiyat Beach” glow, without a single speck of glitter. It’s the art of looking like you’re not trying very hard, when in reality, you’ve used a brilliantly easy product.
Perhaps the most powerful thing Tower 28 did was show us real skin. In their ads and on their social media, you’ll see people with freckles, with eczema, with rosacea. They’re smiling, wearing makeup and their skin isn’t airbrushed into oblivion.
For anyone who has ever felt their skin was a “problem” to be covered up, this is revolutionary. It’s a brand quietly saying, “We see you. Your skin is beautiful. Let’s work with it, not against it.” In a world of filtered selfies, that kind of honesty feels like a cool drink of water.
They also have inclusive shade ranges and playful aesthetics.Tower 28 keeps its design clean, youthful and friendly, not intimidatingly “clinical.” Their shade naming, packaging and product imagery are accessible and the brand leans into simple multitaskers which are the lip + cheek balms, hydrating glosses that reduce decision fatigue. That approachable vibe resonates with a wide UAE audience: from makeup minimalists to trend-driven shoppers.
Practical for the UAE environment what buyers appreciate
- Lightweight texture: less likely to cake or feel heavy in humidity.
- Hydrating ingredients: many Tower 28 formulas are built to feel moisturizing rather than drying.
- Non-irritating formulations: a comfort for those with reactive skin in sun-exposed, pollution-prone cities.
These practical benefits translate into repeat purchases from people who need makeup that survives climate and long days.
We Actually Know What’s In It
We’ve become a generation of label-readers. We want to know what we’re putting on our faces. Tower 28’s promise to be 100% clean isn’t just a trendy buzzword; it’s a peace-of-mind purchase. When the ingredient list is short, sweet and free of the nasty stuff, you can slap on that Tinted Sunscreen without a second thought. It’s one less thing to worry about in our already busy lives.
So, while the UAE will always have a place for dazzling, over-the-top glamour, Tower 28 has carved out a new space: for the girl running between meetings, the mum at the school gate, the beach-goer, the dreamer. It’s not about covering up, it’s about enhancing the skin you’re in and letting your own light shine through. And honestly? That’s an obsession we can all get behind.
