When a concealer racks up celebrity fans ranging from Kate Hudson and Alix Earle to Meghann Fahy and Bethenny Frankel—and consistently shows up in Get Ready With Me videos red‑carpet prep kits—you know it’s more than a passing fad. Since launching in 2023, Tower 28’s Swipe Serum Concealer ($24) has become a well-loved hit and consistently one of Sephora’s top concealers. Now, the brand is taking the formula’s momentum even further with eight new shades and an upgraded performance claim: 18 hours of wear with up to 48 hours of hydration, outperforming leading competitors in the category.
Available February 2, Tower 28 says the shade range was rebuilt following a community-led survey, focusing on real undertones and real skin tones at the forefront for a more balanced, inclusive lineup across all depths. And while the shade offering has grown, the formula remains true to the brand’s sensitive-skin–first philosophy.
Tower 28 formulated the beloved product to apply like a serum—weightless, smooth and flexible—while delivering medium, buildable coverage that blurs dark circles, redness and blemishes without settling or creasing. It’s packed with hydrating hyaluronic acid, soothing cica extract, brightening caffeine and green tea extract to treat your skin while you wear it.
Swipe Serum Concealer and its eight new shades (28 total!) launch on February 2 at Tower28Beauty.com, Sephora and Credo.
