The DTCetc Face-Off Beauty Updated July 2026

Half Magic Beauty vs Tower 28

Half Magic and Tower 28 are both inclusive, cruelty-free beauty brands with different focuses. Half Magic leans into glittery, artistic, expressive color. Tower 28 is a clean, sensitive-skin-friendly brand (National Eczema Association accepted) known for gentle, buildable everyday products. Pick Half Magic for bold looks; pick Tower 28 for clean, sensitive-skin-safe essentials.

Half Magic Beauty Half Magic Beauty Tower 28 Tower 28

DTCetc score

Half Magic Beauty76/100
Tower 2890/100

Customer rating

Half Magic Beauty4.22★ 178
Tower 284.76★

Typical prices

Half Magic Beauty—
Tower 28$10–$118

Pricing tier

Half Magic Beauty$$$
Tower 28$$$$
The verdict

Which should you pick?

Half Magic Beauty
★★★★ 4.22 · 178 reviews
76/100

Best forBeauty shoppers

★ Quality 80/100 Visit Half Magic Beauty →
Tower 28
★★★★¾ 4.76
90/100

Best forSensitive skin, clean living, community

★ Quality 87/100 Visit Tower 28 →

The bottom lineTower 28 scores higher overall (90 vs. 76) and excels for clean-beauty and skincare-focused shoppers, with derm-approved formulas and strong customer praise for sensitive skin. Half Magic is the choice for bold, saturated color cosmetics and artistic makeup expression, with a lower price tier and vegan/cruelty-free positioning. Tower 28 offers free shipping at a lower threshold ($30+) and faster processing; Half Magic requires $49+ for free shipping but has more generous return policies for domestic orders.

Key differences at a glance

  • Tower 28 scores 90/100 editorial rating vs. Half Magic's 76/100, with Tower 28 notably stronger on sustainability (85 vs. 58).
  • Tower 28 positions as derm-approved skincare + makeup for sensitive skin; Half Magic focuses on intensely saturated pigments and bold color cosmetics for artistic expression.
  • Tower 28 free US shipping threshold is $30+; Half Magic requires $49+ for free shipping.
  • Tower 28 customers praise lightweight formulas for acne-prone/sensitive skin (4.76/5 stars); Half Magic emphasizes vegan, cruelty-free positioning without published customer review data.
  • Tower 28 is pricier (tier 80/100) with products $10–$118; Half Magic is mid-tier (tier 55/100), suggesting lower average costs.
  • Half Magic offers free returns on all domestic orders within 30 days; Tower 28 processes refunds in 5–10 business days but does not refund shipping costs.

Still weighing it up? Save this comparison & get deals on both →

From 178+ published customer reviews

What customers actually say

My favorite blush to ever grace my face! It's so light, easy to build, and the most beautiful pink pigment.

Half Magic Beauty verified buyer · via Yotpo
4.22 178 reviews · via Yotpo

Half Magic Beauty receives strong praise for quality products, fast shipping, and excellent customer service with minimal complaints.

Customers love
  • High-quality makeup with vibrant pigments and excellent color payoff
  • Fast, reliable shipping with biodegradable eco-friendly packaging
  • Responsive customer service that resolves issues without charge

I've been on a concealer journey and this is the first one that immediately impressed me. It doesn't dry down before I can blend and the coverage can be built up without feeling or looking cakey.

Tower 28 verified buyer · via Okendo
4.76 store rating · via Okendo

Tower 28 products, particularly the SOS Spray and concealers, are highly praised for their lightweight formulas and effectiveness on sensitive, acne-prone skin, though shade matching can be inconsistent.

Customers love
  • SOS Spray highly effective for breakouts, redness, and post-workout skin irritation
  • Lightweight, non-irritating formulas suitable for sensitive skin
  • Concealers blend smoothly without drying or looking cakey
Watch out for
  • Shade matching issues—one reviewer found their shade too light

Summarized from each brand's own published customer reviews. We never republish full reviews — read them all at the source.

Shop the face-off

Most-loved pieces, side by side

Tower 28's most-loved
MakeWaves® Mascara MakeWaves® Mascara $12 MakeWaves Mascara MakeWaves Mascara $20 LipSoftie® Treatment Duo LipSoftie® Treatment Duo $30
Tower 28 typical prices$10–$118

At a Glance

Comparison Between
Half Magic Beauty
Half Magic Beauty
Tower 28
Tower 28
Category Beauty Beauty
Speciality — Skin Care & Makeup
DTCetc Score 76/100 90/100
Customer rating 4.22★ · 178 4.76★
Typical price range — $10–$118
Free shipping Free over $49 Free over $30
Return window 30 days 30 days
Stereotype — Clean-beauty shopper
Pricing Rating
$$$$$ This brand is moderately priced
$$$$$ This brand is premium priced
Sustainability Score
58/100
This brand scores fair in sustainability
85/100
This brand scores excellent in sustainability
Quality Score
80/100
This brand scores excellent for product quality
87/100
This brand scores excellent for product quality

Who shops at Half Magic Beauty Vs. Tower 28

Who shops at Half Magic Beauty

Half Magic is for makeup extroverts and introverts, newbies and pros, young and old.

More about Half Magic Beauty →

Who shops at Tower 28

For consumers looking for derm-approved skincare products combined with makeup.

More about Tower 28 →

Half Magic Beauty Vs. Tower 28 The Pros

Half Magic Beauty's Pros

  • Vegan and cruelty-free products
  • Intensely saturated pigments in bold mattes and multidimensional shimmers
  • Created by Emmy Award-winning Euphoria makeup artist Donni Davy
  • Free US shipping on orders over $49
  • Free returns on domestic orders within 30 days
More about Half Magic Beauty →

Tower 28's Pros

  • Free U.S. shipping on orders $30+
  • Derm-approved skincare formulas
  • Free mini pouch on first order
  • Shade matching quiz available
  • SOS Spray product for on-the-go skin care
More about Tower 28 →

Half Magic Beauty's shipping policy Vs. Tower 28's Shipping Policy

Half Magic Beauty's shipping policy

Free shipping on US orders over $49; $8 for US orders under $49. Ships via DHL to Australia, Canada, the United Kingdom, and the United States, with APO/FPO and international rates calculated at checkout (customs and import fees may apply).

More about Half Magic Beauty →

Tower 28's shipping policy

U.S. standard shipping costs $4.95 or is free on orders $30+, with delivery in 2-3 business days via DHL/USPS. Expedited shipping is $10 for 1-2 business day delivery via FedEx. Canada shipping is $15 with delivery in 8-17 business days, and orders typically arrive within 18 business days.

More about Tower 28 →

Half Magic Beauty's return policy vs Tower 28's Return Policy

Half Magic Beauty's return policy

Returns accepted within 30 days of order placement, with free returns on domestic orders (excluding US territories and APO/FPO addresses). Refunds (excluding original shipping fees) are issued once returned products are received.

More about Half Magic Beauty →

Tower 28's return policy

Returns must be initiated within 30 days of order date by contacting hey@tower28beauty.com. Refunds are processed within 5-10 business days to the original payment method, but shipping costs are not refunded.

More about Tower 28 →
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