You know that specific, annoying feeling of a hair strand getting stuck in your lip gloss the second the wind blows? It’s gross. It’s sticky. It’s exactly why a lot of us spent years strictly wearing matte lipsticks or boring balms. But then the Tower 28 Lip Jelly showed up and basically flipped the script on what a gloss is supposed to feel like.
Honestly, it’s not really a gloss. Not in the traditional, "I just applied liquid glue to my face" kind of way. It’s a treatment that happens to look incredibly shiny. Amy Liu, the founder of Tower 28, started the brand because she had sensitive skin (eczema, specifically) and couldn’t find products that didn't make her face freak out. That origin story matters. It’s why this specific ShineOn Lip Jelly formula doesn't have the typical irritants that make your lips peel two hours after application.
What's actually inside the Tower 28 Lip Jelly?
Let's get into the weeds of the ingredients because that's where the magic happens. Or the science, if you want to be precise. Most cheap glosses rely on heavy mineral oils or waxes to get that shine. Tower 28 uses a blend of five nourishing oils. We’re talking apricot kernel oil, raspberry seed oil, rosehip oil, castor oil, and avocado oil.
It feels thin. Not "cheap" thin, but "weightless" thin.
Apricot oil is the heavy hitter here. It’s packed with fatty acids that soothe the skin. If you’ve ever used a lip plumper that felt like a bee sting, you’ll appreciate the complete lack of "tingle" here. It’s just hydration. Most people don't realize that many popular lip products actually contain drying agents like menthol or camphor to give a temporary cooling sensation, which eventually leads to a cycle of reapplication because your lips feel drier than before. Tower 28 skipped all that.
The brand adheres to the National Eczema Association’s guidelines. That's a huge deal. It means they’ve stripped out the stuff that usually causes contact dermatitis. No essential oils that might smell nice but burn your lips. No weird synthetic fragrances that linger. It’s just clean, functional shine.
The shade range is kind of a mess (in a good way)
When you first look at the lineup, it feels a bit chaotic. You’ve got the translucent ones, the milky ones, and the ones with shimmer.
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- The "Originals" are sheer. "XOXO" looks like a terrifyingly bright pink in the tube, but on the lips? It’s just a healthy flush. It’s that "I just ate a cherry popsicle" look that everyone tries to fake.
- The "Milky" series changed everything. These are more opaque. "Cashew" is arguably the most famous shade they have. It’s a rosy nude that somehow looks good on literally every skin tone. It’s the one you see all over TikTok for a reason.
- The "Shimmer" versions. These are newer. Usually, glitter in a lip product feels like sandpaper. These don't. The particles are so small they just reflect light rather than feeling like grit between your teeth.
Why Cashew is the one everyone talks about
If you're only going to buy one, it’s usually Cashew or Sesame. Why? Because they nailed the undertones. A lot of "nude" glosses end up looking gray or way too orange on certain people. Tower 28 managed to find a balance that mimics the natural color of a human lip, just... better. It’s the "no-makeup makeup" staple.
Dealing with the "Clean Beauty" expiration date
Here is the truth nobody wants to hear: clean beauty has a shorter shelf life. Because Tower 28 Lip Jelly doesn't use heavy-duty parabens or certain synthetic preservatives, you can't keep it in your drawer for five years.
If it starts to smell like play-dough or old oil, throw it away.
Typically, you have about 6 to 12 months once you open the tube. If you use it every day, you’ll finish it long before then. But if you’re a "special occasion only" person, be aware. Store it in a cool, dry place. Don't leave it in your hot car during a July afternoon in Phoenix. The oils will go rancid faster, and the formula might separate.
Comparison: Tower 28 vs. The Competition
People always ask how this compares to the Fenty Glow or the Rhode Peptide Lip Treatment.
Fenty is thicker. It’s iconic, but it’s a "look at me" gloss. It has a scent, it has a weight, and it has a high-octane sparkle. Tower 28 is for the person who hates the feeling of makeup. It’s more of a "lived-in" shine.
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Rhode is more of a treatment-mask-meets-gloss. It’s heavier on the peptides and has a more occlusive feel. Tower 28 is more "slippery." If you want something that feels like a drink of water for your lips, go with the Jelly. If you want a thick barrier, go with Rhode.
Then there’s the price point. At around $16, it sits in that "prestige but accessible" sweet spot. It's more expensive than a drugstore brand like NYX, but significantly cheaper than Dior or Chanel. For the quality of the oils you're getting, the value is actually pretty high.
The application experience
The wand is a standard doe-foot, but it picks up a decent amount of product. You don't have to redip five times to cover your mouth. One swipe is usually plenty.
One thing to watch out for? The leak factor. Some users have reported that the tubes can get a bit messy around the rim if you aren't careful about how you screw the cap back on. It’s not a dealbreaker, but it’s something to keep an eye on if you’re throwing it into an expensive white silk purse. Wipe the neck of the bottle every now and then. It helps.
Is it actually good for your skin?
Dr. Jenny Liu, a board-certified dermatologist, often talks about how important it is to maintain the skin barrier, even on the lips. The lips don't have sebaceous glands, so they can't produce their own oil. This is why they chap so easily. By using a product like the Tower 28 Lip Jelly that is specifically formulated for sensitive skin and rich in linoleic acids (from the rosehip and almond oils), you're actually helping to repair that barrier while you wear it. It’s basically skincare disguised as a makeup product.
Addressing the misconceptions
Some people complain that it’s not long-wearing.
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Well, yeah. It’s a lip jelly.
It’s not a liquid lipstick. It’s not a stain. If you drink a coffee or eat a sandwich, it’s going to come off. That’s just the nature of an oil-based gloss. The trade-off for that "non-sticky" feel is that you have to reapply it more often. Most fans of the brand don't mind because the reapplication feels like putting on lip balm anyway.
Another myth is that "clean" means "organic." It doesn't. Tower 28 focuses on "non-toxic" and "non-irritating." They use synthetic ingredients where it makes sense for stability and safety, but they cut out the 1,300+ ingredients banned by the EU. It’s a thoughtful approach to formulation rather than just a marketing buzzword.
How to get the most out of your Lip Jelly
If you want the color to last longer, try the "under-lining" trick. Use a lip liner that matches your natural lip color (or a shade darker) to fill in the entire lip. Then, pop the Tower 28 Lip Jelly only in the center. It gives a 3D effect and keeps the edges from migrating.
For a more intense look, layer the "Milky" shades over a matte lipstick. It transforms a flat, drying color into something juicy and editorial-looking.
Actionable Steps for Your Next Purchase
- Check the Undertone: If you have cool undertones, go for "Sesame" (a plum mauve). If you're warm, "Cashew" or "Oat" will be your best friends.
- Audit Your Stash: If you have an old tube from two years ago, check the scent. If it’s off, it’s time for a replacement. Clean beauty doesn't play around with preservatives.
- Sensitive Skin Test: If you usually react to lip products, this is one of the safest bets on the market. Look for the NEA (National Eczema Association) seal on the packaging to be sure.
- Application Tip: Don't over-apply. A single thin layer provides the most "jelly-like" finish. Too much and it might start to migrate toward the corners of your mouth.
- Mix and Match: Don't be afraid of the bright colors like "Fire." Because they are translucent, they are much more wearable than they look in the tube.