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Tower 28 will host its first pop-up with Sephora from Oct. 9 to 11 in Venice, California. The beach-shop-themed event will offer shade matching for Swipe Serum Foundation, SOS Rescue Spray refills and limited-edition merchandise, but the brand says it will not sell products at the activation.
Tower 28 will host its first pop-up with Sephora from Oct. 9 to 11 in Venice, California, bringing the Los Angeles beauty brand’s community event to a beach-themed space near the landmark that inspired its name. The activation will offer shade matching for the brand’s new Swipe Serum Foundation and refills of its SOS Rescue Spray, but Tower 28 says it will not sell products at the event.
Called the Sensitive Club pop-up, the event is planned as a California beach shop drawing on Venice’s surf, skate, souvenir and beach culture, according to a company statement cited by Cosmetics Business. Its location will be a couple of blocks from the real Tower 28 lifeguard tower, which inspired the brand’s name. Tower 28 described the activation as an offline opportunity to connect with its fans.
Visitors will be able to get shade-matched for Swipe Serum Foundation, refill the brand’s SOS Rescue Spray and shop limited-edition merchandise. The company’s history will also be featured. Cosmetics Business reported that the pop-up is designed around the experience rather than transactions; the brand said it would not sell any products there.
The report identifies the event as Tower 28’s first pop-up partnership with Sephora, which is owned by LVMH. It does not state the venue’s exact address, opening hours, capacity or whether visitors need tickets or reservations. Those practical details are relevant to anyone planning to attend and have not been provided in the source material.
A Retail Partnership Beyond Sales
The event gives Tower 28 and Sephora a physical setting to engage customers beyond the usual product counter or online shopping experience. Shade matching lets visitors try a new foundation with in-person assistance, while refills provide a service element alongside limited merchandise and brand-history displays.
For Tower 28, the format also puts its stated interest in in-real-life community-building into practice as the company grows. The decision not to sell products at the pop-up sets it apart from a conventional retail activation, although the event still supports brand visibility and product discovery. The source does not provide attendance targets, commercial objectives or results, so its business impact cannot yet be assessed.
Tower 28 Swipe Serum Foundation shade matching kit
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Tower 28’s Venice Plans
Tower 28 was founded in Los Angeles by Amy Liu in 2019 and employs around 40 people, according to Cosmetics Business. The brand describes itself as sensitive-skin-friendly. The October Sephora event follows another Venice activation involving the company: Tower 28 and JELL-O held a three-day collaboration event from Oct. 2 to 4, celebrating a partnership that launched in September.
That earlier event featured JELL-O-inspired frozen yogurt, pudding-inspired drizzles, branded merchandise and giveaways, according to the report. It is a separate activation from the Oct. 9–11 Sephora pop-up. Together, the events place Tower 28 in Venice for two consecutive October weekends, but the source does not say whether they form part of a wider campaign or indicate a longer-term retail strategy.
Event Access and Details
The report does not provide an exact address, daily hours, admission policy or visitor capacity. It also does not confirm whether appointments are required for foundation shade matching or SOS Rescue Spray refills, or what limits may apply to refill availability. Prospective visitors should check Tower 28 or Sephora’s official channels for current logistical information before attending.
The source refers to the event as taking place “this month” but does not identify a year in its account of the Oct. 9–11 dates. Its surrounding material mentions other events in 2026, but that does not establish the year of the pop-up itself. No attendance figures, customer response or post-event results are available in the provided report.
Details Before Opening Day
The pop-up is scheduled to run for three days, Oct. 9–11, in Venice. The next information visitors may need is confirmation of the year, precise location, hours and any entry or appointment requirements from Tower 28 or Sephora. After the event, attendance and feedback could clarify how the brand’s experience-led approach performed, but no follow-up results have been announced in the source material.
Key Questions
When is Tower 28’s Sephora pop-up?
It is scheduled for Oct. 9–11. The source report does not specify the year.
Where will the pop-up take place?
The event is planned for Venice, California, a couple of blocks from the Tower 28 lifeguard tower that inspired the brand’s name. An exact address was not included in the report.
Will visitors be able to buy Tower 28 products there?
No. Tower 28 says the activation will not sell products. Visitors can, however, get shade-matched for Swipe Serum Foundation, refill SOS Rescue Spray and shop limited-edition merchandise.
Do visitors need tickets or appointments?
The report does not say whether tickets, reservations or appointments are required. Check Tower 28 or Sephora’s official channels for access information.
Source: rss
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