Today, Tower 28 Beauty unveiled its new Swipe Serum Concealer. Crafted in collaboration with celebrity makeup artist Kirin Bhatty, the concealer stands as a trailblazer in the beauty industry. It offers the ideal balance between texture, coverage, and affordability.
“Meet the Goldilocks of concealer,” promises the brand, touting a product that’s “not too thick, not too sheer, not too expensive.” Priced at $22, Swipe Serum Concealer provides medium, buildable coverage that mirrors the appearance of natural skin. Whether it’s dark circles, redness, or blemishes, this concealer aims to effortlessly tackle problem areas.
Unlike traditional concealers that may feel cakey or drying, Swipe’s formulation ensures a seamless blend without blotchiness or creasing. Infused with hyaluronic acid and Centella asiatica leaf extract, the product hydrates and soothes even the most sensitive skin. With the added benefit of lysine-coated pigments, it promotes collagen production and prevents dry patches.
Boasting 25% pigment levels, Swipe ensures real coverage while still feeling weightless and easy to blend. Celebrity MUA Bhatty praised the product, saying, “It’s lightweight yet buildable, combining the hydration and texture of those skincare-like concealers with higher coverage performance. That killer combo is why I’ve been loving it so much for my clients, who often want something that really works and is comfy and weightless on skin.”
Swipe comes in a diverse array of 20 shades, catering to a broad spectrum of skin types and tones. The non-irritating formula is fragrance-free, alcohol-free, non-comedogenic, and dermatologist-approved. Adhering to the National Eczema Association’s Seal of Acceptance guidelines, it also showcases the beauty label’s commitment to sustainability with Earth Sensitive packaging made of 50% post-consumer recycled plastic.
As a joint creation with Bhatty, who also helped develop Tower 28’s tinted sunscreen line, SunnyDays, the Swipe Serum Concealer is positioned to be a must-have for those seeking both quality and comfort in their beauty regimen.
Swipe Serum Concealer is available for purchase today at various retailers, including Sephora, Credo Beauty, and more. The product offers a transformative experience that aligns skincare with the effectiveness of high-performance makeup.