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Tower 28 will stage its first pop-up with Sephora from Oct. 9 to 11 in Venice, California. The beach-themed event will offer shade-matching for the brand’s Swipe Serum Foundation, refills of SOS Rescue Spray and limited-edition merchandise, while focusing on an in-person brand experience rather than product sales.
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-focused activation to an offline setting. The beach-themed event will offer visitors foundation shade-matching, refills of the brand’s SOS Rescue Spray and limited-edition merchandise, according to the company and Cosmetics Business.
The activation, called the Sensitive Club pop-up, is planned for a site a few blocks from the real Tower 28 lifeguard tower that inspired the brand’s name. The company described the event as an opportunity to connect with fans in person. Its California beach-shop design will draw on Venice surf, skate, souvenir and beach culture, according to a company statement cited by Cosmetics Business.
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 report says the activation will not sell products, with the experience designed around community-building rather than retail transactions. It does not specify whether all activities will require advance booking or whether there will be a fee to attend.
The event is Tower 28’s first pop-up in partnership with Sephora as the brand continues to expand. The source report describes Sephora as an LVMH-owned retailer and says Tower 28 has around 40 employees. The company’s stated aim for the event is to bring its existing community together in person; that characterization is the brand’s framing, not an independently measured outcome.
A Retail Partnership Focused on Experience
The event gives Tower 28 a public-facing way to build on its relationship with Sephora without making the pop-up itself a conventional sales space. Visitors can interact with products through shade-matching and refills, but the report says merchandise and product sales will not be the focus. That distinction makes the activation a brand experience tied to a major retail partner, rather than a temporary shop aimed primarily at transactions.
For customers, the stated offer is practical as well as promotional: they can explore a new foundation shade match and refill a popular spray while visiting a themed space. For Tower 28, the event puts its community-building strategy into practice as it scales. The source does not provide attendance targets, costs, or measures for evaluating the pop-up’s commercial impact, so its results cannot yet be assessed.
Tower 28 Swipe Serum Foundation shade matching kit
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Tower 28’s Recent Venice Activations
Tower 28 was founded by Amy Liu in Los Angeles in 2019, according to Cosmetics Business. The company says its identity is connected to Venice, including the lifeguard tower that provided its name. The upcoming Sephora event draws on that local association through a beach-shop concept, rather than presenting the brand in a generic retail setting.
The pop-up follows another Venice activation earlier in October: Tower 28 and JELL-O held a three-day event from Oct. 2 to 4 to mark their collaboration, which launched in September. According to the report, that event featured JELL-O-inspired frozen yogurt, merchandise and take-home items. The two activations are separate events; the source does not say they are part of a single campaign or provide details about how the partnerships were coordinated.
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Access and Event Details Still Pending
The source report gives the dates and city but does not specify the venue address, opening hours, capacity, ticketing arrangements or whether reservations are required. It also does not state whether the foundation shade-matching and spray refills will be available throughout all three days or subject to limits. Those details may affect how visitors plan to attend.
The event’s commercial terms are also not fully described. The report says the pop-up will not sell a single product while noting that limited-edition merchandise will be available to shop; it does not clarify whether the merchandise is sold, how much it costs, or whether any other transactions will take place. The company has not provided an attendance goal or a public measure for what it would count as successful community-building.
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Visitors Await Practical Event Information
The pop-up is scheduled to run Oct. 9-11 in Venice, California. Before attending, visitors will need to check Tower 28 or Sephora’s official channels for a confirmed address, hours, access rules and any booking requirements. The source report does not identify when those details will be released.
Once the event begins, the confirmed activities include Swipe Serum Foundation shade-matching, SOS Rescue Spray refills and limited-edition merchandise. Any further information about availability, attendance or the event’s results remains pending.
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Key Questions
When and where is the Tower 28 and Sephora pop-up?
It is scheduled for Oct. 9-11 in Venice, California, a few blocks from the lifeguard tower that inspired Tower 28’s name. The source report does not provide a street address or opening hours.
What can visitors do at the pop-up?
Visitors can get shade-matched for Swipe Serum Foundation, refill Tower 28’s SOS Rescue Spray and shop limited-edition merchandise, according to the report.
Will Tower 28 products be sold at the event?
The report says the pop-up will not sell products and will focus on the experience rather than sales. It also says limited-edition merchandise will be available to shop, but does not clarify its pricing or sales arrangements.
Do visitors need tickets or reservations?
The available report does not say whether tickets or reservations are required. Check Tower 28 or Sephora’s official channels for access information before making plans.
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