CEO CHATS: Amy Liu, Tower 28 Founder

CEO CHATS: Amy Liu, Tower 28 Founder

by Hermione Bellm in Interviews With CEO Women That Inspire Us

Tower 28 is the first beauty brand 100% dedicated to sensitive skin, but made for all. The brand was founded by Amy Liu, a beauty industry veteran with over 15 years of experience working with some of the most iconic names in cosmetics. Amy’s vision goes beyond products, she built Tower 28 to be a community. The name itself comes from a lifeguard tower in Santa Monica, a gathering spot where people of all backgrounds come together. In the same spirit, Tower 28 is about inclusivity, accessibility, and breaking down the barriers in beauty.

Define your brand
Tower 28 is the first beauty brand 100% dedicated to sensitive skin, but made for all. Everything we do is rooted in safety, community, and fun. Our mission is to prove that “clean” can actually mean safe for sensitive skin - without compromising on joy, color, or creativity.

What is your USP? / What sets your brand apart?
We’re the only beauty brand that follows the National Eczema Association’s ingredient guidelines across our entire line. From day one, I wanted people to trust Tower 28 without hesitation, knowing our products are dermatologist-tested, non-irritating, and safe for even the most sensitive skin. And the fact that everything is under $34 makes it more accessible, which is so important to me.

To what do you attribute your brand's success?
Our community. Every win we’ve had - from going viral on TikTok to launching in Sephora - has been because people genuinely connect with our products and our story. I’ve had eczema my whole adult life, so when customers tell me SOS Rescue Spray changed their skin, it feels personal. That authenticity and trust is what drives our success.

What is your key role in the business today? How has it evolved with time?
In the beginning, I wore every hat. Today, my role is much more about vision, leadership, and community-building.

What is your Brand mantra?
Collaboration over competition. It’s a reminder to lift others up and to always lead with kindness and community.

Why has your brand made headway in such a competitive market?
We created something that didn’t exist before: dermatologist-tested, clinically vetted, sensitive skin–friendly products that are also fun, affordable, and inclusive. People trust us because we put skin health first, and they stick with us because our products perform.

What advice would you give to someone wanting to start their own business in the beauty arena?
Invest in your community and be curious. Ask questions, learn from others, and don’t be afraid to reach out for help. When I started Tower 28, I leaned heavily on my network, which is why I later launched Clean Beauty Summer School to support other minority founders. And remember: be nice and work hard. Your reputation is everything.

Ask questions, learn from others, and don’t be afraid to reach out for help.

How do you stay ahead and keep your brand relevant in our digital world?
We listen to our customers, our community, and our team. So many of our launches have come directly from feedback. We also embrace platforms like TikTok and lean into storytelling,which keeps us connected and nimble. At the end of the day, relevance comes from being authentic and responsive to what people actually want and need.

What can we look forward to seeing next from you, and the brand?
We’re continuing to grow globally, which is such an exciting milestone! And of course, we have some really fun new launches planned for 2026...but those are still under wraps for now! All I can say is they’re products our community has been asking for, and I can’t wait for everyone to see what we’ve been working on.

CEO QUICKFIRE

Coffee Order?
Iced latte with oat milk - always.

What’s inspiring you?
Our community. Every DM or message I get from someone who says SOS Spray saved their skin (or their baby’s!) keeps me inspired.

Favourite business quote?
“You can have it all, but not all at once.” It reminds me to give myself grace as a founder and a mom.

Groundbreaking brand you love?
Hanahana Beauty. Not only are their products beautiful and effective, but the brand is truly committed to fair-trade sourcing and uplifting their community. They’ve set such a strong example of how a beauty brand can lead with purpose and impact.

Product you admire / wish you’d created?
MARA’s Algae + Moringa Universal Face Oil. It’s one of those products that feels indulgent and effective at the same time - my skin just drinks it up. It’s simple, elegant, and delivers results in a way that feels like a daily ritual.

You can find Tower28 online and @tower28beauty & Amy @amyliu_t28

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