Ep. 44 | Creating a Makeup Brand for Sensitive Skin & Eczema with Tower 28 Beauty Founder, Amy Liu
amy"A LOT OF PRODUCTS THAT WERE SAFE FOR SENSITIVE SKIN, FRANKLY, JUST DIDN’T HAVE VERY HIGH PERFORMANCE."
Amy is the founder of Tower 28 Beauty and a passionate advocate for creating makeup that’s safe and effective for sensitive skin and people who suffers from eczema. You’ll hear us talk about building a brand rooted in inclusivity, the challenges of formulating for sensitive skin, and the importance of skincare-conscious beauty products.
description:
In this empowering episode of It Takes A Village with Delina Medhin, Delina sits down with Amy Liu, Founder and CEO of Tower 28 Beauty, a pioneering clean makeup brand created for sensitive skin and eczema sufferers everywhere. Amy shares her personal journey: growing up Chinese in Los Angeles, navigating high expectations, and overcoming her own struggles with eczema that inspired her to build a truly inclusive beauty company. After decades as a beauty industry executive with brands like Smashbox and Kate Somerville, Amy found her calling in launching Tower 28, the first cosmetics line to follow National Eczema Association guidelines. Through honest conversation, she opens up about balancing family and entrepreneurship, raising funding, advocating for representation, and building a brand beloved by consumers and celebrities alike.
Whether you’re curious about skincare for sensitive skin, interested in clean beauty innovations, or contemplating your own career leap, this episode is full of practical wisdom and heartfelt encouragement.
Show Topics:
Amy’s upbringing in LA and Chinese heritage
Living with eczema and searching for better beauty solutions
Naming and founding Tower 28
Taking risks and mental prep for launching a business
Making the leap from corporate to entrepreneurship
Fundraising and securing Sephora partnership
Creating products like the award-winning SOS line and Swipe Concealer
Clean Beauty Summer School: supporting BIPOC beauty founders
Navigating growth, equity, and scaling a company
Balancing motherhood, career, and self-care
TIMESTAMPS
0:00 Intro
02:24 Tower 28 Beauty: Bridging Generations
02:48 The SOS Spray: A Lifesaver for Sensitive Skin
04:20 Exploring Tower 28's Product Line
06:28 Amy Liu's Background: From Business School to CEO
07:17 Growing Up in LA: Cultural Reflections
13:55 The Eczema Journey: Challenges and Discoveries
29:46 Corporate Life: From Smashbox to Josie Maran
36:37 Reflecting on Time Off and Personal Growth
37:28 Setting Personal Goals During a Career Break
39:58 Starting a New Venture: The Initial Steps
40:53 Raising Funds and Understanding Valuation
45:11 Clean Beauty Summer School: Empowering Diverse Founders
46:38 Navigating the Beauty Industry and Building a Brand
01:00:19 Pitching to Sephora and Overcoming Challenges
ABOUT amy liu
Amy Liu is the Founder and CEO of Tower 28 Beauty, a mission-driven brand leading the way in clean makeup for sensitive skin. With more than 20 years as a beauty industry executive and as a lifelong eczema sufferer. Amy’s relentless focus on safety, inclusivity, and fun has shifted the standards of mainstream cosmetics. She is a dedicated mentor and advocate for BIPOC entrepreneurs and lives in Los Angeles with her husband and three children, inspired by the beach lifestyle behind Tower 28.
Follow Amy and tower28vbeauty on Instagram @amyliu & @tower28beauty
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