I do know my fellow beauty editors will get me after I say it’s hardly I come across brands that consistently launch latest products so good they change into easy favorites. Tower 28 is certainly one of those brands — she’s that girl, I should say. (The last launch, Swipe Hydrating Serum Concealeris certainly one of my most-used products.)
That leads us to Tower 28’s latest: LipSoftie. Yes, Tower 28 is launching into the buzzy sphere of tinted balms, joining the ranks of Rhode, Summer Fridays, and Glossier — , the viral products your TikTok FYP cannot get enough of. “I really like lip balm, but so often I find they make my lips worse as a substitute of higher,” Amy Liu, founder and CEO of Tower 28, says when asked about why she desired to create LipSoftie. “Often there’s a short-term cushion feel, however the occlusive ingredients don’t actually hydrate — plus, many are also synthetically fragranced, and my sensitive, eczema-prone skin doesn’t like that!”
LipSoftie, adorably packaged in a colourful, squeezy tube, isn’t the one lip balm Tower 28 has in its lineup, but there are key standouts in its formula. “If utilized in their high-viscosity forms, hydrogenated polyisobutene, polybutene, and diisostearyl malate will provide more of a glossy lip look,” cosmetic chemist Laura Lam-Phaurewho isn’t affiliated with the brand, tells me of the balm’s notable ingredient list. There are five shades: Blood Orange Vanilla (sheer red-orange), Dulce de Leche (sheer nude), Ube Vanilla (sheer burgundy), Watermelon Kiwi (sheer baby pink), and SOS (clear).
JuiceBalmwhich launched last yr and is packaged like a crayon (much like Clinique’s OG Chubby Sticks), boasts octyldodecanol as its first ingredient, and, subsequently, has a more lightweight finish, says Lam-Phaure. One other difference: Tower 28 claims that LipSoftie “delivers the extreme hydration of a lip mask” (likely because of the hydrogenated polyisobutene mentioned above), which piqued my interest. As someone who often forgets to use a lip mask at night, the considered having a daytime option (with a dose of color!) was super appealing.
So, did LipSoftie earn the Allure seal of approval? Let’s dig into it.
- Laura Lam-Phaure is a cosmetic chemist based in Los Angeles and founding father of Laura Lam-Phaure Beauty.
- Ginger King is a cosmetic chemist and founding father of Grace Kingdom Beauty.
- Ron Robinson is a cosmetic chemist and founding father of the skin-care brand BeautyStat.
- Amy Liu is the CEO and founding father of Tower 28 Beauty.
The Ingredients
Liu was adamant about incorporating ingredients that “help prevent dryness in the primary place and do not just mask the problem.” You will recognize shea butter and jojoba oil amongst those. As a refresher, shea butter is wealthy in vitamins A, E, and F, which help heal and soften cracked skin without feeling super greasy, cosmetic chemist Ginger King previously explained. Jojoba oil is wealthy in fatty acid, draws moisture in, and serves as an emollient. It is also super lightweight in texture. “Jojoba oil is definitely a liquid wax, which is why it feels less greasy on skin in comparison with oils,” cosmetic chemist Ron Robinson of BeautyStat noted.
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