In this week's episode we're re-airing one of our top episodes with Amy Liu, the founder and CEO of Tower 28, a beauty company inclusive of all skin tones, skin types, budgets, and beauty philosophies.

For over 15 years, Amy Liu worked as a beauty executive at some of the fastest-growing prestige companies, including Smashbox, Kate Somerville and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t even enjoy the best part of working in the beauty industry: trying out all the products! Even the clean alternatives were super expensive or too clinical, like they were coming straight from the doctor’s office. Amy saw this white space as an opportunity, and set out to create Tower 28. Tower 28 is the first beauty brand that’s 100 percent clean, vegan, and free of every known skin irritant.

We talk to Amy about how she thought about the risk she was talking in starting her career with a successful corporate career under her belt, three kids and a mortgage. Amy also shares her perspective on why there's never a “right time” to get started, why we should never fall into the trap of comparison, the power of fostering real relationships in life and in business, and so much more.

In this episode, we'll talk to Amy about:

* Where Amy’s aversion to risk originated. [3:26]

* Why Amy chose to become an entrepreneur in the beauty space. [7:59]

* An overview of Amy’s career prior to founding Tower 28. [8:50]

* How working for other companies before starting her own has benefitted Amy. [16:08]

* Amy shares her motivation for quitting her full-time job and offers advice to mothers with similar concerns. [18:33]

* The conversation that changed the course of Amy’s life. [22:50]

* Value that lies in talking openly about what you want to achieve. [25:36]

* The importance of reputation. [29:02]

* Amy's unique approach to founding Tower 28 compared to her previous three ventures. [30:01]

* What differentiates Tower 28 from other brands. [32:56]

* Amy’s thoughts on overcoming fears around entering a saturated market. [34:02]

* The ultimate goal that Amy had when she founded Tower 28. [37:30]

* How Amy incorporates her values into her brand. [38:36]

* Amy explains the approach that she took to growing Tower 28. [46:40]

* How her experience of building Tower 28 has changed the way Amy looks at life. [50:03]

* Exploring business challenges and rewards. [51:30]

* Amy's wisdom for fulfilling life as a female founder. [56:15]

This episode is brought to you by Beeya:

* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.

* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.

Follow Yasmin:

* Instagram: https://www.instagram.com/yasminknouri/

* Website: https://www.behindherempire.com/

Follow Amy:

* Instagram: https://www.instagram.com/amyliu_t28/

* Tower 28 Instagram: https://www.instagram.com/tower28beauty/

* Website: https://www.tower28beauty.com/

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