The Los Angeles beauty brand will focus on community, shade matching and product refills.

From Thursday to Oct. 11, the Los Angeles-based beauty brand will open its first major brand pop-up in Venice, Calif., not too far from the lifeguard tower that inspired its name.

Called the Sensitive Club, a nod to the brand’s roots in sensitive and eczema-prone skin, the activation, in partnership with Sephora, will offer shade matching for Tower 28’s recently launched Swipe Serum Foundation, SOS Rescue Spray refills and limited-edition merchandise.

No beauty products will be sold on-site, a move founder Amy Liu said is intended to allow the brand to engage with more people.

“I think what we were hoping is that we could see more people and not have it be so cumbersome of an experience,” Liu said.

“It’s really not about making money,” Liu said. “It’s more about social listening and consumer sentiment, making sure people feel seen and heard.”

The activation arrives as Tower 28 continues to scale. The company now employs about 40 people, according to Liu, while complexion has emerged as an increasingly important category.

Liu said her current priority is to deepen Tower 28’s current footprint.

“I don’t have a ton of focus around growing from a distribution perspective,” she said. “Now it’s really just investing in the existing business, trying to make sure that the things that we’re good at, we continue to be good at.”

The Venice activation will also serve as a test for how Tower 28 approaches physical community experiences going forward.

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