The Drama Unfolds: Tower 28’s Recent Sunscreen Controversy
Tower 28, renowned for its viral SOS Rescue hypochlorous acid spray, has found itself at the center of a media storm following the launch of its new product, the SOS FaceGuard SPF 30. This mineral sunscreen was supposed to be a game-changer, offering protection without the infamous white cast that often plagues mineral sunscreens. However, social media erupted with claims that this newfound offering missed the mark, especially for deeper skin tones.
A Promising Launch Meets Harsh Reality
On May 19, 2025, as excitement surged for the SOS FaceGuard, Tower 28’s founder, Amy Liu, touted the product as a solution for everyone, promising “no irritation, no white cast — just fresh, healthy-looking skin.” Unfortunately, this claim quickly drew skepticism from beauty enthusiasts, particularly those with deeper skin tones, who reported a stark white cast that contradicted Liu’s assertions.
Expert Opinions in the Mix
The conversation heated up when Dr. Julian Sass, a cosmetic scientist, shared his experience on TikTok. After applying the recommended half a teaspoon, he humorously noted his “ghostly complexion.” His disappointment resonated with many users, including a remark that pierced through the promotional fluff: “Marketing this as no white cast in 2025 is so disappointing.” Watch his video here.
In contrast, beauty TikToker Monica Ravichandran, who has a lighter skin tone, experienced a different outcome. In her post, she praised the product but still cautioned deeper tones, stating, “This might leave an even whiter cast on you.” Check her review here.
Transparency and Accountability: A Bold Apology
With backlash growing, Liu responded via Tower 28’s Instagram, expressing regret over the misleading marketing. “We missed the mark… the phrases ‘no white cast’ and ‘universal tint’ have been removed from our materials,” she acknowledged. This move was crucial, especially in an industry where consumer trust is paramount.
This admission sparked a wider discussion about inclusivity in beauty. One Instagram commenter remarked, “This felt very deceptive, exclusionary, and that’s not something I ever wanted to feel from you.”
Navigating Mineral Sunscreens: The Challenges Ahead
Historically, mineral sunscreens have struggled to achieve a universal appeal, primarily due to their key ingredient: zinc oxide. Known for its white appearance, finding a balance in formulation that caters to various skin tones is no small feat. Brands like Merit have tackled this issue head-on by developing tinted lines, while Tower 28’s recent misstep underscores the ongoing struggle within the industry to diversify its products.
Nevertheless, many consumers remain hopeful for Tower 28. The brand has gained recognition for its commitment to sensitive skin, targeting those with conditions like acne, eczema, rosacea, and psoriasis.
Looking Forward: Tower 28’s Next Steps
In the wake of the controversy, Tower 28 announced plans for an updated version aimed at deeper skin tones. As they re-evaluate their formulation and marketing strategies, only time will tell if consumers are willing to forgive and forget.
Conclusion: An Industry at a Crossroads
The Tower 28 sunscreen saga serves as a poignant reminder of the importance of transparency and inclusivity in the beauty industry. Brands must navigate the delicate balance between marketing promises and consumer realities — ensuring that their offerings genuinely meet the diverse needs of all skin types.
As the dust settles, the beauty community is left with one crucial question: will Tower 28 rise to the occasion and reclaim their place in the hearts of all consumers? The answer lies in their response to this ongoing dialogue.
