The 'Hate Foundation' Hook: How a Serum-Based Pivot Triggered a $34,000 Daily Surge
the concealer that makes you start to hate foundation
@alygraphs triggered the first inflection point on November 24, 2025, by positioning the Tower 28 Swipe Serum Concealer as a 'Holy Grail' during the Black Friday sale period. By blurring the lines between makeup and skincare, the brand achieved a $243,239 monthly revenue, outperforming the category average by 86.1x. This strategy relied on a massive cohort of 1,015 creators, specifically leveraging nano-influencers to drive high-efficiency sales.
Tower 28 Swipe Serum Concealer - For Sensitive Skin - All-Over Hydrating Concealer, Medium-Buildable Coverage - Clean, Cruelty Free Foundation Makeup
ยท Price: $22$19.26
ยท Launch date: 2023.8.1
ยท Commission: N/A
Period: 2023-11-22 ~ 2024-05-19
GMV
$243,239
Units sold
9,837
Creators
1,015
Videos
986
Video GMV
$162,548
66.8%
Live GMV
$19,954
8.2%
Customer reactions
โThe only concealer that doesn't make my under-eyes look like a desert.โ
Why this product
Capitalizing on Skinification
Tower 28 successfully rode the 'Skinification' wave by blending makeup coverage with skincare hydration. This trend appeals to consumers moving away from heavy foundations toward lighter, treatment-focused products. By specifically targeting the 'sensitive skin' niche, the brand differentiated itself from larger competitors like Kosas.
Micro-Creator Volume Strategy
The brand deployed over 1,000 creators, with 43% of revenue coming from accounts with fewer than 10,000 followers. These micro-creators achieved a higher conversion rate per 1,000 views than mega-influencers. This decentralized approach created a 'community' feeling that felt more authentic to shoppers.
The product competes in the 'Skinification' segment of the beauty market.
| Item | Tower | Competitor product |
|---|---|---|
| Formulation Type | Serum-infused with Hyaluronic Acid | Cream-based with caffeine |
| Primary Target | Sensitive skin focus | Brightening focus |
| Marketing Angle | Foundation alternative | Eye-cream hybrid |
How it broke out
Daily GMV & video upload trend
Who Sold It ยท What's Next
View the full report
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