One of my fav conversations about the life of a showgirl (aka the reality of being a female founder)! - Nina, Spotify Podcast Reviewer
Amy Liu, founder and CEO of Tower 28 Beauty, is redefining what it means to bet on yourself, build quietly, and scale authentically in the beauty industry. From quitting her corporate job and taking a four-year hiatus to launching one of Sephora’s most successful clean beauty brands at 40, Amy’s story is one of resilience, vision, and choosing power on her own terms.
She opens up about the money dynamics in her marriage, the shift when her husband became CFO of her company, and how she gained the freedom to take risks. She shares why she’s never relied on celebrity partners, the importance of building a brand that feels safe without being boring, and what it means to create products that empower people with sensitive skin to finally feel included in mainstream beauty.
From leaving her corporate job and fighting against the naysayers, to the messy middle of running a fast-growing team, to the moments that nearly broke her, this is Amy Liu like you’ve never heard her before.
What you’ll learn in this conversation:
Why betting on yourself doesn’t have an age limit (Amy launched at 40)
The truth about overnight success (23 years in the making)
How money and power dynamics shift in marriage when women lead
Why Tower 28 chose not to rely on celebrity endorsements
The story behind Tower 28’s hero products and community-driven growth
The role of eczema and authenticity in shaping Amy’s brand and mission
How to build a company that’s both profitable and culturally relevant
Why women can “have it all” — but not all at once
This is the episode every entrepreneur, founder, and creative needs to hear.
♡ 01. hair care heaven ♡
I’m particular about ingredients — clean, high-performing, and luxurious. My shower routine always includes products that hydrate deeply and make my hair feel light and healthy.
♡ 02. sun-smart style ♡
Living in LA means I’m almost always in a hat. The wide-brim styles I love are as protective as they are chic, and I never leave home without one.
♡ 03. hands that work hard ♡
My hand cream sits permanently on my desk — it’s refillable, fragrance-free, and keeps my skin hydrated while I type away through the day.
♡ 04. everyday essentials ♡
Body care should be simple and effective. I use a fragrance-free duo that’s gentle enough for sensitive skin but still feels indulgent.
♡ 05. scalp therapy ♡
A soothing ritual post-shower — massaging in a calming serum that feels like self-care for my roots and my mind.
♡ 06. hydration goals ♡
I never go anywhere without my favorite water bottle. It’s sleek, spill-proof, and good for both hot and cold — practical luxury at its finest.
♡ 07. functional accessories ♡
Big, bold hair clips are my everyday must-have. Strong enough to hold long hair but cute enough to double as a style statement.
♡ 08. coffee obsession ♡
I’ve officially retired my espresso machine. My coffee setup now is effortless, delicious, and travels with me everywhere.
♡ 09. spa in the shower ♡
I love adding a small luxury to my routine — aromatherapy steamers that transform my shower into a calm, fragrant escape.
♡ 10. comfort is the new status ♡
This blanket has become my favorite thing. It’s cozy, plush, and now everyone on my team has one too.
♡ Hot, Smart, Rich Tips ♡
♡ Hot Hack ♡
Post-workout skin tip? My holy grail is the SOS Spray.
I use it every time I sweat—even if I can’t wash my face right away. Sweat is a toxin. It clogs pores. This spray literally changed my skin. And the best part? We didn’t even plan for it to become a hero product—it just happened organically.
♡ Smart Hack ♡
Build your own personal board of advisors. I don’t do this alone. I have a tight founder network and a circle of people outside the industry I check in with regularly. It’s like having my own “life committee.”
♡ Rich Tip ♡
Before launching Tower 28, my husband and I capped our investment at $150K and gave it a five-year runway. That decision gave me creative freedom and peace of mind. Also? I’m not shy about my exit goals.
♡ Favorite Part of the Conversation ♡
I got emotional talking about our open casting call and the Tower 28 community we’re building. When 42 people showed up to thank us for making products that made them feel seen—it was one of the proudest moments of my career.
♡ Something People Don’t Know About You ♡
I quit my job and took four years off before founding Tower 28. It felt like an identity crisis—I even lied about getting my nails done because I didn’t feel like I was "allowed" to spend money on myself. But that time gave me clarity, confidence, and honestly, my best ideas.
♡ About The Guest ♡
Amy Liu - Founder & CEO of Tower 28
Amy Liu is the founder and CEO of Tower 28 Beauty, a clean beauty brand designed for sensitive skin that doesn’t compromise on performance, fun, or aesthetic appeal. After over two decades working in the beauty industry and navigating her own struggle with eczema, Amy launched Tower 28 at age 40—following a four-year career hiatus and a leap of faith into entrepreneurship. Today, she’s one of the few Asian-American women to build a nationally distributed beauty brand, and she leads with a mission of inclusion, community, and authenticity. Whether she's formulating products that meet the National Eczema Association’s standards or turning everyday customers into campaign stars, Amy is redefining what “clean” looks like in beauty—and doing it on her own terms.