Tower 28, the beauty brand that launched the viral SOS Rescue hypochlorous acid spray, has committed one of the cardinal sins of the beauty industry: a horrendous white cast. On May 19, the brand launched SOS FaceGuard SPF 30, a mineral sunscreen. In a pre-launch press release, Amy Liu, the brand’s founder, said, “No irritation, no white cast — just fresh, healthy-looking skin that feels as good as it looks.” But social-media users with deeper skin tones were quick to clarify that the formula did, in fact, have a white cast.

Cosmetic scientist Dr. Julian Sass applied half a teaspoon in a TikTok video, earnestly rubbed it into his face, and still ended up with a ghostly complexion. “Marketing this as no white cast in 2025 is so disappointing and just makes me feel so undervalued as a con

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