You’ve seen the aesthetic TikToks. The ones where someone with perfectly dewy skin swipes a chunky, colorful stick across their lips and suddenly looks like they just finished a bowl of chilled cherries. That’s the Tower 28 Juice Balm effect. Honestly, the beauty world is currently drowning in lip oils that feel like expensive vegetable oil and matte lipsticks that turn your mouth into a desert landscape. This isn't that. It’s a weird, delightful hybrid that sits right in the pocket of "I tried" and "I woke up like this."
The Tower 28 Juice Balm—officially known as the ShineOn Milky Lip Jelly’s cousin in a stick form—is basically a vegan, tinted lip balm that doesn't play by the rules of traditional waxy sticks. It’s thick. It’s juicy. It’s surprisingly pigment-heavy for something that feels like a skincare product.
What People Get Wrong About the Texture
Most people assume "balm" means that stiff, beeswax-heavy texture of a Chapstick. It’s not. If you go into this expecting a hard wax, you’ll be shocked. This formula is buttery. Like, "leave it in a hot car and it might become a puddle" buttery. It uses a blend of food-grade ingredients, which is a big deal for people who realize they basically eat their lip products throughout the day.
We are talking about Marula oil. We are talking about Glucomannan, which is a konjac root fiber that acts like a sponge for moisture. When you swipe it on, it feels cooling. Not a minty-sting cooling, but a physical "this is wet" sensation. It’s one of the few products that manages to bridge the gap between a high-shine gloss and a nourishing treatment without the hair-sticking-to-your-face tragedy.
The Ingredient Breakdown: Is It Actually Good for Sensitive Skin?
Tower 28 made a name for itself by being the first beauty brand to follow the National Eczema Association’s guidelines. That means no known irritants. No synthetic fragrances. No essential oils that might smell like a spa but make your lips peel off in two days.
- Marula Oil: This is the heavy hitter. It’s rich in fatty acids. It repairs the skin barrier.
- Glucomannan: This is the secret sauce for the "plumping" effect. It’s not a chemical plumper that burns; it just holds water so well that your lip lines look filled in.
- Mango Seed Butter: Provides the slip and the cushion.
The brand's founder, Amy Liu, started the company because she had chronic eczema and couldn't find "cool" makeup that didn't trigger a flare-up. You can feel that intentionality here. If you’ve ever used a tinted balm only to have your lips feel crustier four hours later, you know the struggle. The Tower 28 Juice Balm avoids that by skipping the drying alcohols and heavy perfumes.
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Why the Shades Work on Everyone
It’s easy to look at the bright orange or deep purple in the tube and panic. Don't.
Take the shade "Shake," for example. In the component, it looks like a 1970s orange soda. On the lips? It’s a sheer, coral-pink tint that makes you look alive after a red-eye flight. Then there’s "Mix," which looks like a daunting blackberry. Once it hits your skin, it shears out into a "just bitten" berry hue.
The color theory here is smart. They use translucent pigments. This means your natural lip color shines through, which is why the same shade can look totally different on a fair person versus someone with deep, melanated skin. It’s inclusive by design, not just marketing.
Let’s Talk About the "Clean Beauty" Elephant in the Room
Clean beauty is a polarizing term. In 2026, we know that "chemical-free" is a myth because water is a chemical. However, Tower 28’s version of clean is more about safety for reactive skin. They avoid the "dirty dozen" list, but more importantly, they avoid the common triggers for perioral dermatitis and cheilitis.
The downside? Preservatives. Or rather, the lack of heavy-duty ones.
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Because this formula is so heavy on natural oils and butters, it doesn't have a five-year shelf life. If you buy a Tower 28 Juice Balm, use it. Don't save it for a special occasion. If it starts to smell like old crayons after 12 to 18 months, that’s the natural oils turning. It’s the trade-off for having a product that is literally safe enough to eat (though maybe don't put that to the test).
Tower 28 Juice Balm vs. The Competition
How does it stack up against the big players?
If you compare it to the Summer Fridays Lip Butter Balm, the Tower 28 version is more pigmented and feels more like "makeup." Summer Fridays is a treatment first. If you compare it to the Rhode Peptide Lip Treatment, Tower 28 feels more substantial and less "slick." Rhode is very much a liquid gloss; Juice Balm is a solid-to-liquid balm.
There is a certain "cushion" here that you don't get with the Clinique Black Honey Almost Lipstick either. While Black Honey is a cult classic for its shade, it can be a bit drying for some. The Juice Balm is objectively more moisturizing.
The Application Strategy (Yes, There’s a Right Way)
Because the formula is so soft, you don't need to press hard. One light swipe is plenty. If you mash it down like a 99-cent drugstore balm, you’re going to waste half the product.
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For a blurred, "French girl" look:
- Apply it only to the center of your lips.
- Use your ring finger to tap it outward toward the edges.
- Blot once with a tissue if you want a stain look rather than a gloss look.
For a high-glam look:
- Line your lips with a neutral liner (something like Tower 28's OneLiner in "Fill Me In").
- Apply the Juice Balm directly over the top.
- The balm will slightly melt the liner, creating a seamless gradient that looks incredibly expensive.
Real Talk: The Limitations
It’s not perfect. No product is.
If you live in a climate where it’s 100 degrees daily, this balm is going to be temperamental. It’s soft. If you leave it in your pocket, your body heat will make it even softer. Also, if you’re looking for 12-hour wear, look elsewhere. This is a balm. You’ll need to reapply after coffee. You’ll definitely need to reapply after lunch. But honestly? Reapplying it is half the fun because it feels so good.
Also, the packaging is plastic. While it’s sturdy and the cap clicks into place securely, those looking for ultra-luxury weighted metal packaging (like Dior or Chanel) won't find it here. It’s fun, bright, and functional, matching the "sunny California" vibe of the brand.
Actionable Steps for Your Next Beauty Haul
If you're ready to dive into the world of Tower 28, start with these specific steps to ensure you get the most out of the product:
- Check your undertones: If you have cool undertones, grab "Drink" (a cool berry). If you’re warm, "Squeeze" (a peachy pink) will be your best friend.
- Exfoliate first: Because the balm is so shiny, it can highlight dry flakes if your lips are peeling. A quick scrub with a damp washcloth does the trick.
- Store it cool: Keep it out of direct sunlight to maintain that perfect buttery consistency.
- Multi-use hack: In a pinch, the lighter shades work beautifully as a dewy blush. Just pat a little onto the apples of your cheeks and blend upward. Since it’s non-comedogenic, it won't break you out like some other lip-to-cheek products might.
- Verify the batch: When buying from third-party retailers, check the "period after opening" symbol (the little open jar icon) to ensure you're getting fresh stock, as these natural formulas are best used within a year of opening.
The Tower 28 Juice Balm represents a shift in how we think about "clean" makeup. It isn't just about what's not in it; it's about the fact that it actually performs as well as, if not better than, the traditional heavy hitters in your makeup bag. It’s the ultimate "low effort, high reward" product for anyone who wants their lips to look healthy, hydrated, and just a little bit colorful without the hassle of a traditional lipstick.