Some say cult-favorite beauty brand Tower 28 is an “overnight success”— but founder Amy Liu is here to share how the brand’s success was years in the making.
Today, Sammi and Amy dive into the real story behind Tower 28’s rise: from Amy’s scrappy Sephora pitch and pandemic launch to lessons from her friends and family fundraising round. Amy also gives her take on the perfect morning routine and the importance of picking the right partners— in business and in life.
This episode was taped 4.23.25.
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00:00 Amy Liu’s Social Currency
01:33 The Myth of Overnight Success
01:57 From Employee to Founder
04:21 Learning from Experience
05:57 The Role of Beauty in Confidence
09:15 Lessons Learned from Early Ventures
12:00 Raising Funds from Friends and Family
15:08 The Iconic Sephora Pitch
21:12 Launching During a Pandemic
25:14 Discovering the Power of Skincare
26:23 Building a Family Business
28:54 The Importance of Choosing the Right Partner
30:10 Creating a Strong Team Culture
34:26 Engaging with the Community
39:44 Morning Routines and Personal Systems
41:18 Creating Original Content
44:10 Advice for Aspiring Entrepreneurs
46:54 How to Show Social Currency Some Love
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