Tower 28’s Amy Liu: From Stay-At-Home Mom to Best-Selling Sephora Powerhouse at 40 - How She Bet On Herself and Won
Hot Smart Rich with Maggie Sellers Reum
Hero Products and the SOS Spray Breakout
Amy details Tower 28's hero SKUs like SOS spray, concealer, and mascara and their role in healthy unit economics.
Amy Liu, founder and CEO of Tower 28 Beauty, is redefining what it means to bet on yourself, build quietly, and scale authentically in the beauty industry. From quitting her corporate job and taking a four-year hiatus to launching one of Sephora’s most successful clean beauty brands at 40, Amy’s story is one of resilience, vision, and choosing power on her own terms.
She opens up about the money dynamics in her marriage, the shift when her husband became CFO of her company, and how she gained the freedom to take risks. She shares why she’s never relied on celebrity partners, the importance of building a brand that feels safe without being boring, and what it means to create products that empower people with sensitive skin to finally feel included in mainstream beauty.
From leaving her corporate job and fighting against the naysayers, to the messy middle of running a fast-growing team, to the moments that nearly broke her, this is Amy Liu like you’ve never heard her before.
What you’ll learn in this conversation:
Why betting on yourself doesn’t have an age limit (Amy launched at 40)
The truth about overnight success (23 years in the making)
How money and power dynamics shift in marriage when women lead
Why Tower 28 chose not to rely on celebrity endorsements
The story behind Tower 28’s hero products and community-driven growth
The role of eczema and authenticity in shaping Amy’s brand and mission
How to build a company that’s both profitable and culturally relevant
Why women can “have it all” — but not all at once
This is the episode every entrepreneur, founder, and creative needs to hear.
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This episode is sponsored by:
- Recharge - get 90 days free - https://getrecharge.com/lp3/hot-smart-rich/
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If you like what you hear, rate, review, and subscribe to Hot Smart Rich, the podcast supporting women who own their worth — in business, wealth, and life.
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💌Own your worth — and build the life you want. Subscribe to the Hot Smart Rich newsletter, the no-BS guide to startup life, consumer brands, and becoming your hottest, smartest, richest self, written by Maggie Sellers. Join 250,000+ women building wealth, confidence, and community on their own terms.
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More from Hot Smart Rich:
The Hot Smart Rich Money Mindset
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This episode is produced by HSR Media, a division of Creative MES LLC, with support from Ana Sessions and Coldea Productions.
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Hot Smart Rich is your place to hear unfiltered conversations with the people shaping the future of culture, creators, startups and community. Hosted by Maggie Sellers, investor and media powerhouse, and guests breaking the mold, you’ll get the real deal as it relates to navigating the startup fast lane, leveling up your life or becoming your hottest, smartest, richest self. New episodes weekly on Wednesdays.
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