Inside L.A. Beauty Brand Tower 28’s Bright and Cheery Office
Good vibes all around.
Cristine Jane
Los Angeles-based beauty brand Tower 28 is known for its clean, non-toxic makeup and skincare in fun and cheerful packaging. The beloved company is named after a real lifeguard tower in Santa Monica, which the brand says is “a literal sign of safety and community, healthy fun, and clean living.”
Cristine Jane
A fun-loving brand like Tower 28 needs an equally fun and vibrant office to call home, so when the team moved from a co-working space into its own office, they called upon Chaya Krinsky, co-founder and lead designer of TOV Furniture to help.
The space was previously a video production and editing studio, so it was a dark “black hole.” The goal for the new design? The complete opposite!
Cristine Jane
“I wanted the space to feel both collaborative and fun—bright, cheery, and with a modern, Californian vibe,” says Amy Liu, founder and CEO of Tower 28. “We added organic textures and elements like curved designs, boucle fabrics, and woven baskets to give it some real warmth and personality. Most importantly, I aimed to create a place where everyone feels comfortable and at ease.”
Cristine Jane
Having collaborative spaces was important to Amy, plus upgrading and reimagining the kitchen to be cozy, functional, and a gathering place for the team. The emphasis on community and connection was a response to how office needs have changed post-pandemic.
“The way we use the office has definitely shifted—it’s less about the space itself and more about how we connect,” Amy says. “For me, the biggest change has been rethinking our in-office routine. Now, I set aside specific days for real, face-to-face collaboration, while scheduling external meetings on other days. When we’re together, I want it to be a genuine time for connection.”
Cristine Jane
For the design, Chaya and team focused on all aspects of functionality, which meant plenty of storage, having privacy for meetings, and making things comfortable.
“For example, we designed our desks with a finished back, allowing them to be placed in the middle of the room and offer more flexibility for the office layout,” Chaya explains. “Our desks feature soft-close glides for longevity, and the drawers provide ample storage space. It was important to us that brand partners and influencers walking into the space felt like it was both fashionable and professional, but also warm and welcoming for the team.”
Cristine Jane
It was easy to design both a functional and stylish space, because TOV’s furniture is designed with both in mind. “We’re always thinking about how to provide useful storage solutions while maintaining high-end looks at a reasonable price,” Chaya adds. “In a commercial environment, durability is key, so we pay special attention to stain-resistant fabrics, moisture barriers, and abrasion-resistant materials. We test everything to ensure it holds up under heavy use.”
Cristine Jane
The office is now a bright, welcoming space that encourages productivity, collaboration, and connection. Amy has her own office that is both private, but also open and inviting with transparent glass, instead of the original frosted glass. And it’s an ideal place to host gatherings—they’ve hosted gifting suites with local makeup artists and a Golden Bachelorette watch party for the community, and they’ve even had students from local universities in to tour the office.
A few months ago, the team also was set to host a gifting suite for victims of the recent wildfires, but the event turned out to be way bigger than they expected, so they ended up holding it across the street. They were able to redistribute between 50,000 to 70,000 pieces of product, which they estimate helps over 1,500 families. At the end of the event, they even filled two 18-foot trucks with donations, and they also arranged a drop-off of essentials (like blankets and hygiene products) for firefighters.
Cristine Jane
The HQ’s design is exactly what Amy was envisioning for her brand and its purpose.
“The office really embodies the brand identity and the type of company I strive to build. It’s an open-air design with lots of communal spaces that naturally foster collaboration, shaping the way we interact and work together,” Amy explains. “Location is a key factor too—I want a space where our team has easy access to places for lunch or quick breaks, and is conveniently located between the West and East sides of L.A. Embracing a hybrid model where we’re in the office three days a week sets us apart from a fully remote setup. I wanted us to have opportunities for events or ‘Lunch & Learns’ that foster engagement outside of the typical workday tasks, so when we do come to the office, it’s not just a bunch of people wearing headphones and keeping to themselves.”
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