Jell-O, Tower 28 Bring Familiar Flavors to Sephora
Kraft-Heinz’s Jell-O brand is finding its way into the beauty aisle at Sephora this month with a collection of lip glosses and treatments that were created in partnership with cosmetics company Tower 28. The collaboration taps into the growing intersection of food and beauty, bringing fan favorites of both brands together for the first time.
The limited-edition collection — comprising the Lip Jelly Duo and Lil’ Pudding Snack Set — launched on Sephora.com on Sept. 13, giving online shoppers a first look and encouraging store traffic in advance of its Sept. 15 launch in Sephora stores. Both offerings are scented and combine Jell-O-inspired flavors with Tower 28’s best-selling lip products.
The collection features two full-size ShineOn Lip Jelly glosses in strawberry and lemon-lime, along with four mini LipSoftie Tinted Lip Treatments inspired by Jell-O pudding flavors. Exclusive flavors including strawberry, lemon-lime, strawberry cheesecake, chocolate vanilla swirls, banana cream and pistachio are highlighted in marketing materials for the limited-time offering.
The collaboration also promotes Tower 28's clean beauty positioning. Both sets are formulated for sensitive lips and crafted with non-artificial, 100% food-grade flavor while delivering instant comfort and long-lasting hydration.
Messaging online and in stores, as well as on both brands’ dedicated Instagram and TikTok accounts, celebrates the food-inspired beauty products, reminding consumers about the joy, color and jiggle that have made Jell-O a household name for generations.
“Jell-O has been adding brightness to everyday moments since 1897, creating one-of-a-kind treats that are as fun as they are delicious," Kathryn O’Brien, Kraft Heinz’s head of marketing, desserts, said in a news release. "Today, Jell-O is bringing that same charisma to the beauty space with Tower 28, tapping into the growing intersection of food and beauty and giving fans a new way to add a jiggle of excitement to their day."
The partnership came together as a way for both companies to connect with fans at the intersection of nostalgia, self-expression and pop culture. Cross-category campaigns between food and cosmetics have increased 23% year over year since 2021, the release noted, demonstrating growing demand for unexpected brand partnerships that create authentic, collectible moments.
“Partnering with a true household name like Jell-O is a proud moment for me — not just professionally, but personally too," said Amy Liu, founder and CEO of Tower 28. "Layered rainbow Jell-O was my mom’s favorite potluck dish, so launching a Jell-O collaboration inspired by those iconic flavors is especially meaningful.”
Liu launched Tower 28 in 2019 as a beauty brand inclusive of all skin types, skin tones, budgets and beauty philosophies. With the message #ItsOkayToBeSensitive, the company’s SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society and National Eczema Association.
Tower 28 also says it is the only beauty brand to fully adhere to the National Eczema Association’s Ingredient Guidelines across both skincare and color cosmetics, with its products formulated without known skin irritants.
