Amy Liu, the founder and CEO of Tower 28, did not just set out to launch another beauty brand. She wanted to create a safe space for people with sensitive skin like hers. After more than 20 years in the beauty industry, Liu struggled to find products that didn’t irritate her eczema-prone skin. That inspired her to start Tower 28 in 2019, a clinically tested line designed specifically for sensitive skin without sacrificing fun or effectiveness. The brand’s name comes from a lifeguard tower in Santa Monica, symbolizing safety and community—values Liu wanted to bring into the beauty world.
Liu says that supporting her community has always been very important to her. This includes the Asian American and Pacific Islander (AAPI) community, people with sensitive skin, and her neighbors in Los Angeles. She has taken meaningful actions, such as donating 70,000 products to families affected by the Pacific Palisades wildfires and giving beauty products to high school seniors going to prom. Her approach focuses on making a personal impact rather than just showing up for appearances.
One of her recent initiatives is the Tower 28 Scholarship Fund, which helps recipients cover travel and expenses to attend the annual Eczema Expo in Scottsdale, Arizona. Liu explains, “It’s really just about doing what I hope someone would do for me.”
For Liu, creating from a genuine place leads to a deeper impact that goes beyond the products themselves. She shared insights about her daily routine, motivation, and the best career advice she has ever received.
As a mother of three, Liu’s mornings are busy with getting her children fed, dressed, and out the door. Still, she makes sure to spend a few minutes caring for her skin, which helps her feel better throughout the day.
Liu finds motivation in her Tower 28 team and community. She often receives messages from customers who say the brand’s SOS Rescue Spray has helped their skin conditions, from eczema in babies to adult acne. “This is the brand I needed growing up,” she says, “and that’s what motivates me to keep building it.”
Her advice for women starting their careers is to invest in their community and not be afraid to ask questions. When she launched Tower 28, Liu leaned heavily on her network. That experience led her to create Clean Beauty Summer School, a mentorship program for minority founders and content creators. She also encourages prioritizing collaboration over competition and reminds newcomers that “your reputation is your most important asset.”
When asked about her proudest moment since launching Tower 28, Liu points to small, meaningful experiences rather than major milestones. For example, seeing someone pull a ShineOn Lip Jelly out of their purse in line brings her joy. “It’s wild to think something I dreamed up is now part of someone’s daily routine,” she says.
One of the best pieces of business advice Liu has received is: “You can have it all, but not all at once.” This advice has helped her find balance as a founder and mother by prioritizing what matters most at any given time and accepting that not everything can be perfect.
In product development, Liu emphasizes extensive research and listening to community feedback. Her own long struggle with eczema gives her a personal understanding of the need for products that are both effective and gentle. All Tower 28 products undergo third-party testing to ensure they fully meet the National Eczema Association’s guidelines. Tower 28 is the first and only beauty brand to meet these standards, which Liu is proud of.
Among all Tower 28 products, SOS Rescue Spray holds a special place in Liu’s heart. She used to rely on steroids to manage her eczema but found relief with this spray. It soothes irritation, supports the skin barrier, and can be used on various areas including the face, scalp, and even bug bites.
To unwind from work, Liu enjoys spending time with her children, practicing hot yoga, and taking long walks on the beach with her family.
Liu finds inspiration in the book The Four Agreements, which helps her stay centered when life feels overwhelming. For podcasts, she recommends How I Built This because hearing other founders’ stories reminds her that everyone is learning as they go.
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