If you're a fan of clean, sensitive-skin-friendly makeup that delivers an effortless glow, you probably already love Tower 28. The brand has perfected the art of creating non-toxic essentials that feel as good as they look, from their cult-favorite ShineOn Lip Jellies to their easy-blending cream blushes.
For those who adore Tower 28's fresh, minimal aesthetic and high-performance clean formulas, finding other brands with a similar vibe can be a game-changer. Here are 17 brands like Tower 28 worth adding to your beauty routine.
Milk Makeup offers a collection of clean, cruelty-free, and vegan makeup that's all about self-expression and ease of use. Known for their innovative stick formulas like the Lip + Cheek Tints and their popular KUSH Mascara, their products are designed for a quick, on-the-go application that leaves you with an effortlessly cool look.
Like Tower 28, Milk Makeup focuses on clean ingredients free from parabens and sulfates. However, Milk brings a slightly edgier, more youthful vibe with bolder color options and unique product formats, making it perfect for anyone who wants clean beauty with a bit more of a creative punch.
Shop now at www.milkmakeup.com
Saie is built on the philosophy of creating high-performance makeup that's good for your skin. The brand excels at skincare-infused formulas that deliver a dewy, your-skin-but-better finish. Bestsellers like the Glowy Super Gel and the Slip Tint are designed to nourish your skin while providing a luminous, fresh-faced look.
Where Saie stands out is its commitment to sustainability and sleek, modern aesthetic. If you love Tower 28's glowy results but gravitate toward minimalist packaging and powerhouse skincare ingredients, Saie is your perfect match.
Shop now at saiehello.com
Ilia Beauty has mastered the fusion of makeup and skincare, offering products that are as nourishing as they are beautiful. Famous for their Super Serum Skin Tint SPF 40 and Multi-Stick, Ilia delivers vibrant color and high-performance wear without compromising on clean, organic ingredients.
While still focused on a radiant finish like Tower 28, Ilia feels a bit more sophisticated and luxurious. It's the ideal choice for someone who wants proven skincare benefits - like niacinamide and hyaluronic acid - built directly into their everyday makeup essentials. Their shade ranges are also exceptionally inclusive.
Shop now at iliabeauty.com
For a touch of luxury in your clean beauty routine, look no further than Westman Atelier. Founded by legendary makeup artist Gucci Westman, this brand offers beautifully crafted products with creamy textures and sophisticated, natural-looking shades. Staples like the Vital Skin Foundation Stick and Baby Cheeks Blush Stick blend seamlessly for a polished, second-skin finish.
With a higher price point than Tower 28, Westman Atelier is a definite splurge. But if you're seeking impeccably formulated makeup in chic, weighty packaging, its focus on nurturing ingredients and a refined aesthetic is well worth the investment.
Shop now at www.westman-atelier.com
Founded by Jessica Alba, Honest Beauty delivers an extensive range of clean makeup and skincare that's both effective and affordable. From the Fresh Flex Concealer to their award-winning Extreme Length Mascara + Lash Primer, the brand makes clean beauty accessible for everyone.
Similar to Tower 28, Honest Beauty operates on a foundation of transparency and non-toxic formulas. The key difference is the sheer breadth of their product line, which also includes skincare, body care, and even baby essentials, making it a reliable one-stop shop for clean living.
Shop now at www.honest.com/beauty
While famous for its iconic pink makeup sponge, Beautyblender has expanded its line to include impressive clean complexion products designed for a flawless finish. Their BOUNCE Liquid Whip Long Wear Foundation provides seamless, buildable coverage while remaining gentle and hydrating on the skin.
Beautyblender’s philosophy of enhancing skin rather than covering it up aligns perfectly with Tower 28's approach. While their core business started with tools, their makeup carries the same commitment to skin-loving formulas that let you achieve that coveted healthy glow.
Shop now at beautyblender.com
Kosas offers seriously clean makeup packed with active skincare ingredients that make you look good right now and improve your skin over time. The Revealer Concealer is a viral sensation for a reason, effortlessly brightening and concealing while the brand's lip oils provide cushy, comfortable color.
Kosas shares Tower 28’s dedication to luminous skin and non-irritating formulas but with a distinctly modern, L.A.-cool vibe. Buzzy ingredients and playful product names make it a favorite for beauty lovers who want makeup that performs like skincare.
Shop now at kosas.com
A true pioneer in natural beauty, Burt's Bees offers affordable makeup and skincare made from plant-based, earth-friendly ingredients. Their Tinted Lip Balms are an iconic, no-fuss staple, providing a sheer wash of color and all-day moisture, much like Tower 28’s balms. Their makeup range includes products like foundations and mascaras designed for a simple, natural look.
While both brands focus on safe, gentle formulas, Burt's Bees is significantly more budget-friendly and widely accessible. It's the perfect choice for everyday, fuss-free clean beauty that doesn't break the bank.
Shop now at www.burtsbees.com
Created by celebrity makeup artist Rose-Marie Swift, RMS Beauty is an OG clean beauty brand centered around raw, food-grade, organic ingredients. Products like the "Un" Cover-Up and the Living Luminizer are designed to create a vibrant, glow-from-within look using formulas that heal and nourish.
RMS shares Tower 28's love for a radiant, dewy finish but takes a more artisanal, holistic approach. If you're drawn to ultra-pure, minimal-ingredient lists and multi-purpose products in recyclable glass pots, RMS Beauty's organic formulations are for you.
Shop now at www.rmsbeauty.com
While not a makeup brand, EltaMD is a dermatologist-favorite for its line of gentle, effective sunscreens. Their beloved UV Clear Broad-Spectrum SPF 46 is a go-to for those with sensitive and acne-prone skin, aligning perfectly with Tower 28's commitment to creating products that won't cause irritation.
For Tower 28 fans, incorporating an EltaMD sunscreen is a no-brainer. It provides the perfect safe, clean, and non-irritating base layer, complementing Tower 28's philosophy of putting skin health first before you even think about makeup.
Shop now at eltamd.com
Juice Beauty is all about organic solutions, using a base of antioxidant-rich botanical juices in its formulas rather than petroleum derivatives or water. They offer a full range of skincare and makeup, with their Phyto-Pigments cosmetics providing vibrant color from plant sources.
If you're drawn to Tower 28's clean ethos but want to move deeper into the world of certified organic beauty, Juice Beauty is an excellent next step. Their focus is heavily skincare-forward, with makeup acting as a beautiful, plant-powered extension of a healthy routine.
Shop now at juicebeauty.com
With its mantra of "simplicity meets luxury," Lilah B. offers a minimalist collection of clean, multi-purpose makeup. Housed in sleek, pebble-like compacts, their products like the Divine Duo Lip & Cheek are designed to streamline your beauty routine without sacrificing elegance or performance.
Like Tower 28, Lilah B. appeals to those who want an effortless look. However, the brand leans into a more upscale and refined aesthetic, celebrating a polished, put-together feel. It’s perfect for the modern minimalist who values quality craftsmanship and timeless design.
Shop now at www.lilahbeauty.com
For those who love clean ingredients but prefer a powder or matte finish, Alima Pure is a must-try. This mineral makeup brand specializes in clean, hypoallergenic powders, from their buildable Satin Matte Foundation to their silky loose-powder blushes. Their products are made with minimal ingredients, making them ideal for even the most sensitive skin.
Alima Pure offers a beautiful alternative to Tower 28’s exclusively dewy, cream-based products. If you struggle with shine or just prefer a soft-focus matte effect, Alima Pure gives you that option without compromising on ingredient purity.
Shop now at www.alimapure.com
Founded by makeup titan Bobbi Brown, Jones Road Beauty is a masterclass in the "no-makeup makeup" look. The brand focuses on clean, high-grade formulations that are unbelievably easy to use. Products like What The Foundation and the iconic Miracle Balm are designed to enhance your natural features for a fresh, healthy look.
Jones Road’s ethos of multi-functional, goof-proof products resonates with the Tower 28 philosophy for uncomplicated beauty. It feels like a more grown-up, edited collection for anyone who just wants to look like themself, but better.
Shop now at jonesroadbeauty.com
Beautycounter is a powerhouse in the clean beauty space, known for its rigorous safety standards and wide range of products. They ban more than 2,800 questionable or harmful chemicals from their formulas. From their Dew Skin Tinted Moisturizer to their Cheeky Clean Cream Blush, they offer high-performing swaps for every part of your routine.
Beautycounter is similar to Tower 28 in its dedication to safety and transparency, but on a much larger scale. It’s a great choice if you’re looking to clean up not just your makeup, but also your skincare, body care, and even hair care products all in one place.
Shop now at www.beautycounter.com
MERIT markets itself as "minimalist beauty," with five-minute-ready essentials that simplify your routine. Encased in luxe, chic packaging, products like The Minimalist complexion stick and Flush Balm cream blush are designed to be foolproof and impossible to mess up.
MERIT shares Tower 28’s vision of effortless makeup but with a distinct, sophisticated aesthetic. Their vegan, cruelty-free formulas offer buildable, natural-looking results, making it the perfect brand for anyone aspiring to a curated and thoughtfully designed makeup collection.
Shop now at www.meritbeauty.com
Born in the mountains of Taos, Vapour creates makeup with a focus on uniquely organic and wildcrafted ingredients. Their stick formulas, like the Aura Multi Stick and Luminous Foundation, melt into skin for a radiant, lit-from-within finish. The brand is also heavily invested in sustainability, including solar and wind-powered manufacturing.
Vapour dials up the plant-based, botanical approach to clean beauty. If the earthy, ingredient-story side of clean beauty calls to you, you'll love Vapour's artful blend of nourishing botanicals and effortless performance.
Shop now at vapourbeauty.com
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