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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