It Takes A Village with Delina Medhin S3. EP.44 - Creating a Makeup Brand for Sensitive Skin & Eczema with Tower 28 Beauty Founder, Amy Liu
In this episode of It Takes A Village podcast, Delina and Amy Liu, Founder and CEO of the best-selling clean beauty brand Tower28, sit down and talk about skincare, representation, and entrepreneurship. Amy graduated from University of California at San Diego, received an MBA in entrepreneurship from The University of Southern California, and led a long successful career as an executive in the beauty industry. But as a longtime eczema sufferer, she saw the need and opportunity to launch Tower28, a brand completely designed for sensitive skin and made for all.
Tower 28 SOS Spray, Swipe Concealer
Amy takes us with her as she shares her journey of growing up Chinese in LA and how it has impacted her decisions and perception of success. She took on the corporate world working with prestige companies including Smashbox, Kate Somerville and Josie Maran Cosmetics. After taking a well deserved break to be with family, she was presented with the opportunity to realize her lifelong dream of having her own brand. Amy shares preparing to start Tower 28, raising funding, adhering to National Eczema Association’s guidelines, scaling the company, pitching to Sephora, and spearheading the mentorship program Clean Beauty Summer School, which supports the growth of BIPOC-owned small beauty brands and content creators. Amy has grown Tower 28 into a household name, beloved by countless customers, makeup artists, tastemakers, and celebrities alike.
Whether you’re in it to learn more about eczema and skincare, pivoting careers, balancing mom life with business, or growing a company, this episode is for you. Tune in and be inspired to take risks, accept the love and support from your village, and finally go for your dream.
Learn more about Amy:
Amy Liu is the Founder and CEO of the best-selling clean beauty brand Tower 28. After graduating from the University of California at San Diego, Amy had a brief stint in consulting and later received an MBA in entrepreneurship from The University of Southern California. Amy then led a successful 20 year career as an executive in the beauty industry, helping build some of the fastest growing companies, including Smashbox, Kate Somerville and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t enjoy the best part of the job: trying out all the products! She saw this as an opportunity, and in 2019 Amy launched Tower 28: a beauty company designed for sensitive skin, and made for all. Tower 28 is the first beauty brand to adhere to the National Eczema Association’s guidelines, making formulas that are 100 percent clean, vegan, accessible, and free of every known skin irritant.
Amy’s pioneering work in the industry, including the mentorship program Clean Beauty Summer School in 2020, which supports the growth of BIPOC-owned small beauty brands and content creators, has not gone unnoticed. Since launching Tower 28, Amy has received USC Entrepreneur of the Year Award, CEW Visionary Award, Create & Cultivate 100 List, WWD’s 2023 Power Brands, Inc’s 2023 Female Founders 200 List, and EY Entrepreneur of the Year 2024 Greater Los Angeles Award, and regularly participates as a teacher and mentor with the Sephora Accelerate incubation program.
By adhering steadfastly to Tower 28’s mission (and reminding everyone #ItsOkayToBeSensitive), Amy has grown Tower 28 into a household name, beloved by countless customers, makeup artists, tastemakers, and celebrities alike.
Connect with Amy:
@tower28beauty and @amyliu_t28
Get Tower28's newest products, OneLiner shade extension and SOS Daily Balancing Gel Cleanser, at www.tower28beauty.com!
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