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Tower 28 will host its first pop-up with Sephora from Oct. 9 to 11 in Venice, California. The beach-themed Sensitive Club event will offer foundation shade matching, 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, using a beach-themed activation to bring the Los Angeles beauty brand’s community together in person. The Sensitive Club event will offer visitors shade matching for its new Swipe Serum Foundation, refills of SOS Rescue Spray and limited-edition merchandise; the company says it will not sell products at the pop-up.
The activation is planned for a location a couple of blocks from the real Tower 28 lifeguard tower that inspired the brand’s name. According to the company, the space will take cues from Venice’s surf, skate, souvenir and beach culture, with a California beach-shop design. The source report describes the event as running for three days, from Oct. 9 through Oct. 11.
Visitors will be able to get shade-matched for Swipe Serum Foundation, which the report identifies as a new product, and refill the brand’s SOS Rescue Spray. Limited-edition merchandise will also be available. Tower 28 says the pop-up is focused on the experience rather than sales and that visitors will not be able to buy products there.
The brand described the Sensitive Club event as an “exercise in community-building” and a “love letter” to its fans, according to its statement. The partnership marks Tower 28’s first pop-up with Sephora. The source does not specify the pop-up’s address, daily opening hours, capacity or whether visitors need to reserve a time.
A Sephora Partnership Beyond the Store
The event puts in-person community engagement at the center of a retail partnership: Tower 28 and Sephora are using the pop-up to offer brand experiences and product services, rather than direct on-site sales. Visitors can try a foundation shade match and refill an existing product, while the setting draws on the brand’s Los Angeles identity.
For readers planning to attend, the distinction matters: the activation is not described as a conventional shopping event, even though it includes product-related activities and merchandise. It also gives Tower 28 an offline gathering alongside its retail relationship with Sephora. The source report frames the pop-up as part of the brand’s continued growth, but does not provide sales figures or say how the event will affect that growth.
Tower 28 Swipe Serum Foundation shade match
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Tower 28’s Los Angeles Roots
Tower 28 was founded by Amy Liu in Los Angeles in 2019, according to the source report, and has grown to employ around 40 people. The brand’s name references a lifeguard tower in Venice, making the chosen location and beach-shop theme a direct connection to its local origins. Tower 28 describes itself as sensitive-skin-friendly; the reported event details, however, do not include clinical or product-performance claims.
The Sephora pop-up follows another Tower 28 activation in Venice earlier in October. From Oct. 2 to 4, the brand and JELL-O held a three-day event celebrating their collaboration, which launched in September, the report said. That activation featured JELL-O-inspired frozen yogurt, merchandise and giveaways. The new Sephora partnership is distinct: Tower 28 describes the Sensitive Club event as community-focused and says it will not sell products there.
Event Access Details Still Pending
The reported dates and activities are clear, but several practical details remain unconfirmed in the available source. It does not give a street address, opening and closing times, entry requirements, booking instructions or attendance limits. It also does not say how many foundation shades will be available for matching, how refills will be handled, or what limited-edition merchandise will be offered.
The source calls the event “this month” but does not state a year for the Oct. 9–11 dates. Readers should check Tower 28 or Sephora’s official channels for current event information before making plans. The report does not describe any changes to the brands’ wider retail arrangements or provide measures of the pop-up’s expected reach.
Check Details Before Visiting
The pop-up is scheduled to run in Venice, California, from Oct. 9 through Oct. 11. Tower 28 and Sephora are the relevant sources for any further information about the location, hours, entry and availability of activities. The next practical development for prospective visitors is confirmation of those arrangements; no additional public programme or later event dates are specified in the report.
Key Questions
When is the Tower 28 and Sephora pop-up?
The event is scheduled for Oct. 9–11. The source report does not specify the year, opening hours or daily schedule.
Where will the pop-up take place?
It will be in Venice, California, a couple of blocks from the lifeguard tower that inspired Tower 28’s name. The exact address was not included in the report.
Can visitors buy Tower 28 products at the event?
The brand says it will not sell products at the pop-up. Visitors can get a Swipe Serum Foundation shade match, refill SOS Rescue Spray and shop limited-edition merchandise.
What is the Sensitive Club pop-up?
It is Tower 28’s first pop-up in partnership with Sephora. The company describes it as a community-building event designed around a California beach-shop theme.
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