Is the Tower 28 Concealer Worth the Hype? 6 Glamour Editors Put It to the Test

If you’re into makeup or tapped into the TikTok beauty zeitgeist, chances are you’ve heard about the Tower 28 concealer.

If not, you’re in for a treat. Despite being just over five years old, Tower 28 Beauty has made a major impact on the modern-day makeup landscape, having launched several bestselling, clean, and sensitive skin-friendly products that have gone viral—and subsequently sold-out—over and over again.

Glamour staffers and editors swear by their SOS LipSoftie Hydrating Lip Treatment Balm, SOS Daily Rescue Facial Spray, Bronzino Illuminating Cream Bronzer, and Glamour Beauty Award-winning SunnyDays SPF 30 Tinted Sunscreen Foundation.

Tower 28’s Swipe Serum Concealer is equally beloved. Since launching less than a year ago, it’s already become a Sephora top-rated bestseller and won another Glamour Beauty Award for Best Concealer in 2023. Clearly, Tower 28 Beauty has earned it.

Need more convincing? Ahead, five Glamour editors with different skin types and tones put the Tower 28 concealer to the test. Ahead, see our honest and unfiltered reviews.

1. Danielle Sinay, associate beauty editor, wearing 5.0 EP

Courtesy of Danielle Sinay, associate beauty editor

Danielle Sinay

Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer

Despite the fact that I was born and raised in Los Angeles, it did not occur to me that Tower 28 is LA-themed. All of the concealer shade names align with LA neighborhoods and Southern California cities. Shade EP is Echo Park, while BH and BU are Beverly Hills and Malibu. Cute, right?But honestly, the shades could be called “garbage” and “sweat” and I’d still be obsessed. This, is hands down, my absolute favorite concealer, and the only one I’ll use anymore. My oily, sensitive, and acne-prone skin tends to react poorly to similar products, but my skin loves this one. It layers, blends, and builds seamlessly while offering long-lasting coverage without oxidizing or drying. It also never looks or feels cakey, even after I’ve applied multiple layers on some of my most stubborn cystic pimples.

This has become one of my top five beauty MVPs (most valuable products) and I have purchased at least three of them this year, since I like to keep one in my work bag, one in my makeup bag, and one at home. I’ve already turned my sister onto this concealer and hope to continue converting anyone who will listen from now on.

2. Ariana Yaptangco, senior beauty editor, wearing 9.0 MDR

tower 28 concealer tested reviewed ariana

Courtesy of Ariana Yaptangco, senior beauty editor

Ariana Yaptangco

Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer

I’ve heard all the hype about Tower 28’s concealer and now I finally understand. The formula is so creamy and never ever cakey. I use the “three dot” method (three dots of concealer applied to my under eyes) and the serum-like formula blends like a dream. It really melts into skin and hydrates the under eye area, thanks to ingredients like hyaluronic acid and centella asiatica leaf extract, but it still gives you the coverage and brightening you’re looking for in a concealer. I would definitely use this in areas you want to lighten up, like the under eyes, around the nose and mouth, and the center of the forehead. However, if I’m going to an important event, I’ll probably use something a little bit more full coverage for my acne scarring and spots. But this works perfectly fine for every day and no-makeup makeup. It’s become a staple in my makeup bag.

3. Perrie Samotin, digital director, wearing 9.0 MDR

tower 28 concealer tested reviewed perrie

Courtesy of Perrie Samotin, digital director

Perrie Samotin

Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer

I’ve mentioned how incredible this new concealer to at least six different people since trying it out, and I’ll continue to extoll its many virtues to whoever wants to hear about it. The brand claims it glides on like a serum yet has the buildable coverage of a great concealer, and for once the marketing copy is correct. The consistency is hydrating and smooth, and manages to feel more like skin care than cakey makeup, thanks to bouncy hyaluronic acid and reparative lysine. I find that all I need are a few dots under my eyes, on my lids, around my nose, and near my mouth to achieve a glowy, even face. Holy grail!

4. Monique Wilson, editorial assistant, wearing 15.0 SAMO and 17.0 SD

tower 28 concealer Monique Wilson

Courtesy of Monique Wilson, editorial assistant

Monique Wilson

Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer

This concealer is very lightweight, which I like. It also wore really well on my skin throughout the day and worked with my usual products; particularly the Supergoop Protec(tint) and the Fenty Beauty Eaze Drop Blurring Skin Tint. However, I’m not a big fan of the brush applicator, as I prefer a more pointed and thick brush.

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