After dominating the sun-kissed beaches of Los Angeles, Tower 28 has officially made its way Down Under.
As of Tuesday, the clean beauty brand known for gentle ingredients will be available to shop in 35 Mecca locations across Australia and New Zealand, as well as online.
A wholesale partnership with Mecca, Australia’s largest prestige beauty retailer, will allow LA-based Tower 28 to penetrate the new market and reach 4 million-plus customers. The move comes at a time when the brand looks to scale. Last year, it more than doubled its internal team from 12 employees to 32.
“Mecca’s reputation precedes itself in terms of being a great partner, a great brand advocate and they really know how to build up brands on the local market,” said Tower 28 founder Amy Liu. “There’s a lot of trust from the beauty community in general when it comes to Mecca.”
Glossier also launched in-store and online with Mecca earlier this summer.
Tower 28, founded in 2019, is known for skincare and makeup products for sensitive skin, such as its best-selling silicone-free cream blush, daily gel cleanser and tinted SPF. It inked a partnership with Sephora when it launched and has become one of the most sought after brands of the year at Mecca for its hybrid products that blur the line between beauty and skincare, according to Mecca chief marketing officer Kate Blythe.
“Customers are looking for makeup-skincare hybrids that address their skin concerns while also doubling as a staple in their makeup kit,” Blythe said in a statement.
As part of Tower 28′s rollout in Australia, Liu and her team are hosting a number of media appearances, pop-ups and other activations in Sydney and Melbourne. Liu will be personally hosting some training sessions for Mecca staff.
Learn more:
How Mecca Dominates the Australian Beauty Market
The Melbourne-based multi-brand retailer has kept both local and international competitors at bay with a regional store footprint four times larger than Sephora’s.
