Tower 28 Opened Branded Venice Pop-up Shop

The beauty brand launched a temporary community-focused activation in Venice to engage directly with local consumers.

Updated on Oct. 5, 2026 in Openings & Closings

Modern minimalist wooden storefront with large glass windows and an open patio, reflecting the bright, coastal atmosphere of Venice, California. — Tower 28 has opened a temporary, community-focused pop-up shop in Venice, California, to engage directly with consumers and gather feedback on its beauty product line. AI Illustration. Upload story photo >

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Tower 28 has launched a temporary branded pop-up shop in Venice, California, as part of a partnership with Sephora for the Sensitive Club activation. The space focuses on community engagement rather than retail, offering visitors product services and limited-edition merchandise.

Why it matters

The brand is using this activation to gather direct social listening and consumer sentiment from the local community. This initiative allows Tower 28 to test physical community experiences as a strategy for long-term brand engagement.

Tower 28 currently maintains a team of approximately 40 employees. The firm also recently expanded its operational capacity by hiring its first community manager earlier in 2026.

The players

Tower 28

This beauty brand is based in Los Angeles and focuses on products for sensitive skin.

Sephora

This multinational retailer of personal care and beauty products partnered with Tower 28 for the Sensitive Club activation.

The details

While the pop-up does not sell beauty products, it provides visitors with shade matching services for the Swipe Serum Foundation and refills for the SOS Rescue Spray. The event serves as a specialized venue for the brand to connect with its customer base outside of traditional retail environments.

The pop-up shop officially opened its doors in Venice on October 1, 2026.
The temporary activation is scheduled to remain open until October 11, 2026.

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Market Landscape

This move reflects a growing industry trend where beauty brands prioritize experiential, non-transactional touchpoints to strengthen direct consumer relationships. It positions Tower 28 to test whether physical community spaces can effectively complement its existing digital and retail presence.

Local shoppers and fans of the brand can visit the Venice location to receive complimentary shade matching and product refills. Because the shop does not sell items, visitors do not need to prepare for a traditional retail purchase.

The takeaway

Brands are increasingly moving away from purely transactional sales environments to focus on providing value-added services that build community trust. Residents can utilize these temporary hubs to test products before purchasing them through standard retail channels.