6 Things with Amy Liu Founder of Tower 28

When I heard about the "Windex of Skin Care" last week I was intrigued by its origins, leading me to discover the Tower 28 founder Amy Liu to be creating and dominating a fresh category in the skin care industry. Tower 28 is a clean beauty brand made with sensitive skin in mind, with an incredible following that I had to get my hands on their products and learn more about this AAPI-owned brand.

I was honored to interview Amy Liu and share insights from her 15+ years of experience as a beauty executive – while I was wearing a full face of Tower 28 products, no less!

Tower 28's hero product is the SOS "Save Our Skin" Spray and has the Seal of Acceptance from the National Eczema Association and uses post-consumer recycled materials for their packaging. Tower 28 created a product line that is affordable and fun. I recently tried Tower 28's best selling SunnyDays tinted sunscreen and was so impressed with the formula. My skin loved it and I'm sharing an edit of Tower 28 products below. Tower 28 is also sold at Credo, Sephora, and Revolve.

1. What started it all for you?

I went to business school and studied entrepreneurship and worked in the beauty industry for 15+ years at companies including Smashbox Cosmetics, Kate Somerville, and Josie Maran before I raised funding and launched my own brand. I saw a gap in the market for products that were 100% clean and made for sensitive skin. Sensitive skin can take so many forms, but for me it means eczema. I wanted to create a line of products that are non-toxic, free of sensitizing irritants, full of calming, nourishing ingredients as well as being vegan and cruelty-free.

2. What drives your creative spark?

It’s always the people - both my team and the customers. I am not genius in isolation and get a lot of my energy from other people so I’m always careful when hiring. I love my team and try to foster an environment where everyone can openly spitball ideas so we can find the best one. I also love hearing from the community - we read reviews religiously and try to keep our ear to the ground.

3. Most treasured home decor item?

This is hard because I fully remodeled our home 5 years ago and I was so intimately involved in the process I love it all! Conversely, We also had a house fire years ago before that and it made me realize none of the material goods matter that much. That said, I have these metal block letters of my initial and my husbands (A & V) that sit in my room and were also a decoration from my wedding. I love those.

4. What’s the best advice you've ever received?

Go first go positive. This is the idea that for every action there is a reaction and if you can put out goodness in the world it will come back to you - but you have to take the risk!

5. It's 5 o'clock at home. What would you be pouring?

I’m not a big drinker but I do love coffee! I try not to drink caffeine so late but I do enjoy a good cup of tea - and yes, sometimes a glass of wine, too!

6. What are your favorite 6 accounts that you follow for inspiration?



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"Go first go positive. This is the idea that for every action there is a reaction and if you can put out goodness in the world it will come back to you - but you have to take the risk!" -Amy Liu