Tower 28 Enters Body Care With Body Wash

As a beauty editor who sees new launches every day, it’s rare for one to feel truly major—but Tower 28’s move into body care is. After building a cult following with its SOS line, the clean beauty brand is bringing that same sensitive-skin focus into the shower.

Founded in 2019 by Amy Liu, Tower 28 was born out of Liu’s own struggle to find products that worked with her chronic eczema. “I wanted to create accessible, irritant-free, high-performance, FUN products designed for all skin types (esp sensitive!),” she says on the brand’s About page.

Among its early launches was the SOS Rescue Spray, a multipurpose formula that quickly became the brand’s breakout hit. The toner is powered by hypochlorous acid, an anti-inflammatory, antibacterial ingredient that helps calm visible irritation, reduce redness and keep flare-ups in check.

Since then, Tower 28 has steadily expanded the SOS lineup with facial essentials like a cleanser, SPF and serum. Now, the brand is officially entering the body category. Launching Tuesday, December 30, the Tower 28 SOS Rescue + Relief Body Wash is a hypoallergenic, pH-balanced formula made to cleanse gently while helping support sensitive, easily irritated skin.

The formula stars sodium hypochlorite, a mild form of hypochlorous acid that’s been used in medical settings for decades to help reduce bacteria and soothe skin prone to eczema, rosacea and psoriasis. It’s paired with apple fruit extract to help lock in moisture and protect against environmental stressors, along with cactus flower extract to boost hydration and improve skin texture. The body wash also earned a rare Triple Seal of Approval from the National Eczema Association, National Rosacea Society and National Psoriasis Foundation.

For its teasery marketing rollout, Tower 28 initially hinted that it was launching a branded bleach for bleach baths. (Yes, you read that right: As described by the Mayo Clinic, “A bath with a small amount of bleach added to the water may help ease symptoms of chronic eczema.”)

The practice is something Liu knows all too well. “As someone who’s lived with chronic eczema, I’ve been recommended just about every treatment out there, including bleach baths,” she says. “I know firsthand how harsh and uncomfortable they can be, which is why I wanted to create something that’s just as effective, but gentle and easy to use.”

So while rebranding bleach might make for a buzzy reveal, Tower 28’s SOS Rescue + Relief Body Wash is the far more approachable—and far less intimidating—interpretation of that idea, available online and in stores beginning Tuesday, December 30.